Weightier Matters

Abstract

Trendwatchers have spotted some seismic shifts in relations between business and politics. Particularly, Chief Executive Officers (CEOs) are increasingly weighing in on greater good issues. Although a global phenomenon, current CEO activism scholarship reflects a Western focus; an ideological bias for modernist perspectives; a preponderance of White male CEO voices, and the relative elision of female activist CEOs. While, generally, no empirically-based typology of the sociopolitical issues that matter to activist CEOs exists, the specific range of causes of particular concern to non-Western CEO activists is neatly absent. This paper addresses all of these concerns, offering an inquiry into the emerging CEO activism phenomenon in the Ghanaian non-Western sociocultural milieu. Data collection entailed three separate rounds of fieldwork that saw long interviews with a corps of 24 self-identified informants, featuring an even split of men and women activist CEOs. The hermeneutic phenomenological theme-based approach guided data analysis. Following extant brand activism models, a typology of six clusters of CEO activism issues is offered that highlights the weightier matters of sociocultural activism, environmental activism, business/workplace activism, political activism, legal activism, and economic activism. Sociocultural issues include Ghana’s fight against COVID-19, where activist CEOs pooled resources to construct and equip a new multimillion dollar 100-bed infectious diseases hospital facility, embarked on risk communication campaigns, donated critical health supplies, funded the screening and testing of employees, provided food and essential supplies to vulnerable groups, and called out the government for lapses in the management of this health crisis. Besides internationalizing CEO activism studies for the strategic communications, leadership, business ethics and responsible management fields, the results suggest the need to consider the perspectives of CEO activists in non- Western societies. This paper contributes mainly to current discussions in CEO activism (aka corporate social advocacy) and brand activism. It contributes to other theoretical and conceptual streams, including covenantal notions of public relations, Caritas, Ubuntu Philosophy, Africapitalism, and postmodern values in strategic communication. This paper contributes to the upper echelon perspective; insider activism; sustainability transitions; and current discussions concerning how to address issues of diversity, equity, inclusivity, and social justice in the public relations literature. Policy implications are laid out, and areas for future research are indicated.