Until recently, executive communication was about staying polished, safe, and on message. But in 2025, that approach is starting to feel like a relic. Today’s business leaders face a very different reality: nearly 70% of employees say they are likelier to stay with a company if leadership communicates openly. Yet, only 40% feel their leaders are transparent, according to a recent PwC survey. Customers are equally demanding: Edelman’s 2024 Trust Barometer found that 82% of consumers expect CEOs to personally speak out on societal issues, from AI ethics to environmental impact.
We’ve watched CEOs stumble over vague statements that confuse stakeholders. Still, we’ve also seen leaders who get it right and inspire confidence, even when delivering tough news. So, what are the new rules for executive communication in this high-stakes environment?
Speaking Directly About AI With Optimism And Boundaries
AI isn’t just a buzzword anymore. It’s a reality shaping how businesses operate, and employees know it. However, how leaders talk about AI shapes people’s feelings about their future at work. Today’s most trusted CEOs aren’t ignoring AI or overselling it as a magic solution; they’re striking a careful balance between optimism and realism.
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Rather than fueling fears that AI will take over jobs, savvy leaders are framing AI as a tool that makes people’s work better and more meaningful. You’ll hear them say, “AI will help us work smarter, not replace what makes us human,” or “We’re focused on using AI to support our teams and create more value for customers, not cut corners on people.”
In a time when many workers are anxious about what AI means for their roles, leaders who speak to both the potential and the limits of AI are earning deeper trust and keeping their teams engaged.
The takeaway? People want to know where they fit in the future, and it’s up to leaders to make that future feel hopeful and human.
Ditching Vague Corporate Speak For Honest Conversations
Employees today can spot corporate spin a mile away. Phrases like “We’re right-sizing our organization” or “We’re optimizing for future growth” don’t just sound hollow; they make people feel disconnected. In 2025, especially with Gen Z and Millennials now making up the majority of the workforce, people expect their leaders to be real with them.
Take layoffs, for example. The CEOs who get it right don’t hide behind jargon. Instead, they say things like, “This is one of the hardest decisions we’ve ever had to make, and we know it impacts people’s lives in very real ways. Here’s why we made this decision and what we’re doing to support everyone affected.”
These conversations aren’t easy, but employees respect transparency over sugarcoating the truth.
The takeaway? Straightforward communication isn’t just “nice to have” anymore—leaders must keep teams engaged.
Focusing On Purpose And Values, Not Just Profits
Today, people want to know what a company stands for, not just what it sells. Employees, customers and investors are paying close attention to how companies show up on issues, from social justice to sustainability. And they expect leaders to be clear about their values, not just their bottom line.
The CEOs earning the most respect right now are the ones who weave purpose and values into everything they say. Whether talking about earnings, launching new products or responding to challenges, they remind everyone what their company stands for. You’ll hear them say, “Our commitment to sustainability is at the heart of how we do business.”
This isn’t about sounding good. It’s about showing people that the organization’s actions align with its words. And in a world where credibility is fragile, that alignment matters more than ever.
The takeaway? Leaders who connect business goals to a greater purpose build stronger relationships with everyone their business touches.
If 2025 has taught us anything, it’s that leadership is as much about strong communication as it is about action. If you’re not rethinking how you lead conversations—especially in moments that matter—you will miss the chance to lead effectively.
