The market research agency iSense Solutions has launched the second edition of the CEOs Power Report, a comprehensive study exploring how company leaders communicate and are perceived by their audience. The study reveals a significant increase in Romanians' interest in leaders' communication, with the percentage of those following CEOs' communication rising from 49% in 2023 to 54% in 2024.
Information Channels
Internet is the primary channel, used by 95% of respondents.
Television is used by 77% of respondents.
Radio and print media are used by 53% and 52% of respondents, respectively.
Recommendations from acquaintances are a source for 64% of Romanians.
On the internet, information about CEOs is primarily obtained from:
Online articles (83%)
Company websites (76%)
News websites (79%)
Google searches (69%)
In 2024, the popularity of podcasts increased to 65%, up from 55% in 2023. Conversely, email declined as an information source from 63% in 2023 to 56% in 2024.
Social Media
Facebook (73%)
YouTube (66%)
Online forums (56%)
Instagram (51%)
LinkedIn (49%, up from 45% in 2023)
Public Interest
The public seeks information on:
Opinions on the industry in which CEOs are active (90% in 2024, up from 86% in 2023)
Information about the company (90%, compared to 84% in 2023)
Opinions on current events and their impact on the industry (76%)
Career advice for young people (75%)
Personal and professional development (74%)
Professional history of the leaders (74%)
Company involvement in social causes (71%)
Personal experiences and motivational content (69% and 68%)
Qualities of a Leader
Urban Romanians believe a true leader should be:
Competent (82%)
Communicative (80%)
Empathetic (67%)
Motivating (67%)
Have integrity (64%)
Generation Z and CEO Communication
The study shows that 61% of Generation Z (18-29 years old) follow CEOs' communication, compared to 52% of Millennials (30-44 years old) and 51% of Generation X (45-55 years old). This heightened interest from Generation Z suggests a shift in how young people seek role models and mentorship, indicating a strong desire to understand leaders' visions and strategies.
Traian Năstase, Managing Partner at iSense Solutions, states that this trend underscores the importance of communication and connection with CEOs for the success and continuous learning of new generations.
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