Market research agency iSense Solutions has released the second edition of the CEOs Power Report, a comprehensive study exploring how company leaders communicate and are perceived by their followers.

The survey data shows that the percentage of those who follow the communication of CEOs has increased significantly, from 49% in 2023 to 54% in 2024, which indicates the high interest of Romanians in the information provided by company leaders.

What are the channels where followers seek information?

In terms of the media in which Romanians follow CEOs’ communication, among those who get their information, the internet (95%) is in first place, followed by TV (77%), radio (53%) and print media (52%). 64% of Romanians also get information about CEOs from other people they know.

On the internet, Romanians who find out about CEOs mainly do so from online articles (83%), company websites (76%), news sites (79%) or search for information on Google (69%). Email has declined as a source of information about CEOs, from 63% in 2023 to 56% in 2024, while podcasts have become more popular, rising from 55% in 2023 to 65% in 2024.

Social media is also an important source for information about people in leadership roles. For those who follow CEOs, Facebook (73%), YouTube (66%), online forums (56%), Instagram (51%) and LinkedIn (49% in 2024, up from 45% in 2023) top the list.

In 2024, the public turned their attention to various topics communicated in the media by business leaders. Thus, 90% of respondents said they sought information about their views on their industry, up from 86% in 2023. Also 90% were interested in the information provided about the company, up from 84% in 2023.

In addition to these, the public was also interested in CEOs’ opinions on current events and their impact on the industry (76%), career advice for young people (75%), information for personal or professional development (74%), leaders’ professional background (74%), company involvement in various social causes (71%), personal experiences and motivational content (69% and 68% respectively).

Romanians in urban areas said what qualities a true leader should have: being competent (82%), communicative (80%), empathetic (67%), motivated (67%) and having integrity (64%).

The study also found that the percentage of Generation Z (18-29 year olds) who follow CEOs’ communication is significantly higher than other generations (61% of Generation Z youngsters follow people in leadership positions vs. 52% of Millennials (30-44 year olds) and 51% of Generation X (45-55 year olds)).

“In the current context, Generation Z’s heightened interest in interacting with CEOs suggests a shift in the way young people seek role models and mentoring, suggesting a stronger aspiration to understand the visions and strategies of those who lead organizations. Thus, in an ever-evolving world, communicating and connecting with CEOs becomes a crucial aspect of cultivating success and continuous learning for the new generations “says Traian Năstase, Managing Partner iSense Solutions.

The CEOs Power Report study, in addition to public behavior and expectations, also highlights the leaders who have captured the attention of the Romanian audience.

According to the results, the most popular CEO in Romania is Dan Șucu (Mobexpert), with a 58% awareness among Romanians. They are followed by Adrian and Dragoș Pavăl (Dedeman), Cristina Bâtlan (Musette) and Dragoș Petrescu (City Grill), each with 46%. The ranking is completed by Florin Talpeș (Bitdefender) 39%, Anca Vlad (Fildas-Catena) 38%, Dan Ostahie (Altex) 34%, Dragoș Sîrbu (Flanco Retail) 32%, Bogdan Neacșu (CEC Bank) 30% and Silviu Popovici (PepsiCo) 29%.

The survey also presents the most followed CEOs: Dan Șucu (Mobexpert) is followed by 30% of urban Romanians, Cristina Bâtlan (Musette) 28% and Adrian/Dragoș Pavăl (Dedeman) completes the podium with 24%. Next come Dragoș Petrescu (City Grill) 20%, Anca Vlad (Fildas-Catena) 17%, Rucsandra Hurezeanu (Ivatherm) 15%, Mihai Tudor (Simtel) 14%, Mihai Bordeanu (Dacia) 14%, Florin Talpeș (Bitdefender) 14%, Dragoș Damian (Terapia Ranbaxy) 14%, Radu Timiș (Cris-Tim) 14%, Ionuț Ardeleanu (Auchan) 14%, Dan Ostahie (Altex) 14%, Mircea Moga (Mega Image) 14%, Mihai Marcu (Medlife) 13%.

In terms of CEOs who inspire the audience, Tudor Manea, CEO of eMAG, tops the rankings, closely followed by Adrian and Dragos Pavăl (Dedeman) and Cristina Bâtlan (Musette), each with 59% recognition. The top is followed by Marco Hossl (Kaufland) 58%, Fady Chreih (Regina Maria) 57%, Elisabeta Moraru (Google Romania) 57%, Ioan Nani (Antibiotice Iași) 57%, Doris Andronescu (Sanador) 57%, Radu Savopol (5 to go) 57%, Florin Talpeș (Bitdefender) 57%, Adrian Mihai (Fan Courier) 57%, Cosmin Vladimirescu (Mastercard) 56%, Bogdan Putinică (Microsoft) 56%, Mihai Marcu (Medlife) 56%, Ionuț Ardeleanu (Auchan) 55%.

The list of leaders Romanians would work for is headed by Fady Chreih, CEO of Regina Maria, chosen by 68% of Romanians as a potential employer. They are followed by Elisabeta Moraru (Google Romania) 67%, Doris Andronescu (Sanador) 63%, Bogdan Putinică (Microsoft) and Mihaela Bitu (ING Bank) with 62% each, Tudor Manea (eMAG) 61%, Serghei Bulgac (Digi RCS&RDS) 60%, Radu Savopol (5 to go) 60%, Mihai Marcu (Medlife) 60%, Mircea Turdean (Farmec) 58%, Adrian and Dragoș Pavăl (Dedeman) 58%, Ioan Nani (Antibiotice Iași) 58%, Maria Rousseva (BRD), Cristina Bâtlan (Musette) and Adrian Ariciu (Metro) with 57% each.

In terms of Romanians’ trust in company leaders, the ranking is led by Tudor Manea, CEO of eMAG, with 66%. Adrian and Dragoș Pavăl (Dedeman) and Cristina Bâtlan (Musette) are close behind with 64% each. The ranking is completed by Elisabeta Moraru (Google Romania) 63%, Serghei Bulgac (Digi RCS&RDS) 62%, Daniel Gross (Penny) 62%, Mihaela Bitu (ING Bank) 61%, Bogdan Putinică (Microsoft) 61%, Marco Hossl (Kaufland) 60%, Cosmin Vladimirescu (Mastercard) 60%, Florin Talpeș (Bitdefender) 60%, Ioan Nani (Antibiotice Iași) 59%, Mathieu Bauduin (Leroy Merlin) 59%, Adrian Ariciu (Metro) 59%, Dan Șucu (Mobexpert) 59%.

The full data and other top stories are available at contact@isensesolutions.ro.

The data are part of the CEO Power Report 2024 study and are representative of the Romanian urban population, 18-55 years old. The study was conducted online, on a sample of 506 respondents, the data was collected in March 2024 and presented exclusively at the PR Summit.

About iSense Solutions

iSense Solutions – The Modern Consumer Company – uses the most innovative methods to explore and analyze the modern consumer. Founded in 2014, the company offers comprehensive market research services and brings a mix of innovation and efficiency to clients.

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