Consumers don't expect CEOs to be perfect, but they expect them to understand the people buying their products.

The growing conversation around out of touch executives has been caused by CEOs appearing disconnected from their own products, corporate responses that miss the point of consumer frustrations, and social media making those moments impossible to ignore.

When McDonalds released the new Big Arch burger, the company released a tasting video featuring the CEO. However, instead of causing excitement for this new burger, viewers ended up noticing something else….

The CEO barely took a bite.

Almost immediately people began to question whether the people running Mcdonalds were actually excited for this new product they were promoting.

And the reaction wasn't really about the burger, it was about authenticity. Because if the CEO looks like he doesn't want to eat it, why would any of us want to?

Consumers often see CEOs as the face of a company. Whether fair or not, people assume that if someone is leading a brand they should genuinely believe in what they're selling. Psychologically people are constantly looking for signals that help them determine whether someone is trustworthy. When actions don't match the message it creates a credibility doubt, causing audiences to question the persons authenticity and trustworthiness. 

From a marketing perspective, this matters because trust is one of a brand's most valuable assets. When executives appear disconnected from their own products, it can weaken the credibility companies spend years trying to build.

Customers complained online about chipotle portion sizes. People posted videos and made  jokes about receiving tiny scoops of food. Then came one of the companies most talked about responses.

The CEO said customers could simply ask for more. 

To leadership the solution may have sounded reasonable. But to many customers it felt like the company just completely missed the point. 

The issue wasn't whether people could ask for more. The issue was that customers felt like they shouldn't have to.

Consumers don't just want solutions, they want validation that a company understands their experiences and concerns. When leaders respond in a way that feels dismissive or disconnected, customers often interpret it as a lack of empathy.This creates what's known as an expectation violation. Which means consumers expect brands to understand the problems they're facing, especially when thousands of people are talking about them online.

From a marketing standpoint, perception becomes reality. Even if the response is technically correct, it can still damage trust if consumers feel misunderstood.

Years ago, an awkward executive comment might have disappeared after a single interview. 

Today, it goes immediately onto TikTok, Instagram, and X. It becomes a funny video, headline, and a viral debate.

Consumers now analyze CEOs the same way they analyze influencers, paying attention to every comment, reaction, and interview clip. One small moment can suddenly become the public image of an entire company.

A CEO can make dozens of positive statements, but one awkward comment or video often receives the most attention. Social media has amplified this effect. Leadership is no longer hidden behind press releases and corporate offices. CEOs have become part of the band itself. As a result, consumers increasingly judge companies based on how connected or disconnected their leaders appear. This is why executive behavior has become a marketing issue rather than just the leadership issue.

The biggest problem with out of touch CEOs isn't that they occasionally make mistakes. It's that consumers increasingly view executives as a reflection of the brand they lead. When leadership appears disconnected from products, customers, or everyday experiences, trust quickly disappears. And in today's world where every comment can become content, understanding consumers isn't just good leadership… It's good marketing.