Thought leadership in the pandemic and post-pandemic era: value or vanity?

1 June 2020 | 3 min read | News
Paul MacKenzie-Cummins
Paul MacKenzie-Cummins

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Research Base

503 UK business leaders (CEOs and other C-Suite Executives, Managing Directors, Heads of Department)


Since the outbreak of the coronavirus, there has been a surge in demand among business leaders for insights and ideas that will enable them to make better informed decisions at a time of unprecedented challenges. This has fuelled a growth in the number of ‘experts’ coming to the fore who in turn have responded by developing hitherto unheard volumes of content, whether in the form of articles, videos, podcasts, guides and whitepapers and more. 


In May 2020, Clearly commissioned a team of MRS-certified (Market Research Society) researchers to canvass the opinion of business leaders and key decision makers throughout the UK into the current state of thought leadership content. We determined to understand whether this content is fit for purpose in the context of the pandemic or not. The results raised a number of important observations and findings that can and will shape the future of thought leadership content production indefinitely.

Key Topics

1. What does it mean to be a ‘thought leader’?

2. Why and when do we need thought leaders?

3. How fake experts rise up and generate mass attention, and why they soon fall

4. What it takes to become a true thought leader and stand out for the right reasons

5. How the media decides who is and isn’t an expert they want to talk to

6. How men and women differ when it comes to consuming thought leadership content

7. The how leaders prefer to consume content, and when they like to do it

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