Disney CEO Bob Chapek also faced dilemmas in handling public and political controversies. He initially attempted to maintain neutrality on Florida’s controversial “Don’t Say Gay” bill, provoking anger from the liberal groups opposed to the bill. Later, he half-heartedly expressed opposition to the bill, arousing the ire of conservatives who supported it.
Within companies, managers and employees who refuse to engage in current political discussions—perhaps for valid reasons—may also face moral scrutiny. Whether in Zoom meetings conversing with a few colleagues or issuing public statements to millions of fans, trust is always central—the longer the hesitation to join the discussion, the deeper the doubt people will have about you.
Of course, a carefully considered neutral stance may be appropriate in some situations. Our research indicates that if a neutral message appears to reflect genuine uncertainty or a moderate position, rather than an evasive strategy, audiences tend to be more forgiving about such neutrality. Moreover, for neutral stances that go unnoticed, audiences do not impose a penalty.
However, behavior that seems to avoid taking sides, such as avoiding situations where political matters might arise, may dodge direct choices, but this kind of inconspicuous silence will not face the same scrutiny of trust as an open neutral stance would. Yet, as consumers and employees increasingly demand leaders to take clear stances on political issues they care about, attempting to skirt discussions or merely cautiously stating “I see value in both sides” or “I truly cannot make up my mind” could lead to distrust and hostility.
Whether leading an organization, chairing a meeting, or dining with friends, political topics are inevitable. Dodging these sensitive topics is natural, but our research shows that trying to stay neutral can backfire, leading to a loss of trust and doubts about your private views being different from others. In an increasingly polarized society and work environment, building trust depends on finding ways to discuss our beliefs and values, especially those that differ from ours.
Therefore, when someone asks for your view, remember to consider thoroughly, reflect carefully, and respond with humility—but at the same time, don’t be afraid to assert your position.
