Rebuilding Trust: Insights from the CEOs of Honest Company and NWSL on Engaging Consumers and Employees

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November 4, 2025

Navigating the Storm: How Leaders Rebuild Trust During Business Crises

When a new leader steps into a company grappling with critically important challenges, the path to recovery is rarely straightforward. Recent conversations with prominent Chief Executive Officers reveal that overcoming such obstacles demands strategies that often defy conventional wisdom.These insights emphasize the paramount importance of trust-building and strategic reframing in leading organizations through tumultuous times.

The Weight of Inheritance: Taking the Helm in Crisis

Often, incoming leaders inherit situations fraught with public scrutiny and internal instability. The Honest Company, a consumer goods brand, and the National Women’s Soccer League (NWSL) both presented unique, yet equally daunting, scenarios. The Honest company faced questions about its products while concurrently struggling with diminishing financial resources. Simultaneously, the NWSL contended with accusations of misconduct and a deeply ingrained toxic culture.

Restoring Faith: A Labor Lawyer’s Approach

Jessica Berman, Commissioner of the NWSL, inherited a league reeling from scandal and player discontent, with some prominent figures publicly calling for its dismantling.Berman’s initial approach centered on radical clarity and honesty. Recognizing the ancient precedent of prior women’s professional soccer leagues failing, she acknowledged the league’s precarious position. She openly questioned whether the existing institutional framework could be trusted, even by the most capable leader.Her background as a labor lawyer proved crucial, framing the situation around the fundamental relationship between management and players.Data from a 2024 report by the Sports Business Journal indicates that leagues with strong labor relations experience 22% greater stability during crises.

Berman successfully negotiated a groundbreaking collective bargaining agreement,fundamentally reshaping the power dynamic between players and the league. This agreement wasn’t simply a contract; it was a symbolic act of rebuilding faith and acknowledging the value of the athletes.

Beyond Corporate Playbooks: Embracing Vulnerability

Carla Vernón, CEO of The Honest Company, faced a diffrent challenge. Arriving from the corporate giant Amazon, she recognized that traditional turnaround strategies would likely fall flat with a younger, purpose-driven workforce.Approximately 66% of the Honest Company’s employees identify as Millennials or Gen Z,a demographic that prioritizes authenticity and values alignment. Vernón employed a surprisingly relatable tactic: referencing characters from the animated film Inside out to frame the emotional complexities of organizational change.

This unconventional approach normalized the feelings of fear and uncertainty surrounding her arrival and the necesary changes. By demonstrating vulnerability and acknowledging the emotional impact of the transition, vernón fostered a sense of connection and trust with her team.

Disciplined Focus: The “Less is More” Strategy

Vernón’s leadership extended beyond emotional intelligence to encompass strategic discipline. This involved a clear prioritization of core business elements and a willingness to shed non-essential activities.This strategy, reminiscent of Amazon’s own operational efficiency, allowed The Honest Company to concentrate resources on its most profitable and rapidly growing product lines. According to a recent McKinsey study, companies that demonstrate decisive prioritization during times of crisis are 30% more likely to outperform their peers.

Leader	Organization	Initial Crisis	Key Strategy
Jessica Berman	NWSL	Player Revolt & Misconduct Allegations	Transparency, Labor Agreement
Carla Vernón	The Honest Company	Financial Strain & Product Scrutiny	Vulnerability, Strategic Prioritization

Did You Know? Companies with a strong internal culture of trust are 50% more likely to navigate crises effectively, according to a 2023 Gallup poll.

Pro Tip: When facing a crisis, prioritize open communication and actively listen to stakeholders. Understanding their concerns is the first step toward rebuilding trust.

What steps would you take to rebuild trust in a crisis situation? How significant is authenticity in leadership during turbulent times?

The Enduring Principles of Crisis Leadership

The experiences of Jessica Berman and Carla Vernón underscore several timeless principles of effective crisis leadership. These include the importance of authentic communication, strategic prioritization, and a willingness to challenge conventional wisdom. Furthermore, recognizing and addressing the emotional impact of change on stakeholders is paramount.Companies that proactively cultivate a culture of trust and transparency will be better prepared to navigate future challenges.

Frequently Asked Questions about Crisis leadership

• What is the first step in leading a company through a crisis? The first step is to acknowledge the crisis and communicate transparently with all stakeholders.
• How important is trust in crisis leadership? Trust is absolutely critical. Without trust, it’s impossible to rally support and implement necessary changes.
• Can a leader inherit a failing organization and turn it around? Yes, but it requires a clear vision, strategic prioritization, and a willingness to make challenging decisions.
• What role dose communication play in crisis management? Open and honest communication is essential for maintaining morale, managing expectations, and building trust.
• How can leaders foster trust with employees during uncertain times? By demonstrating vulnerability, actively listening to concerns, and prioritizing employee well-being.
• is it possible to turn a toxic workplace culture around? Yes, but it requires a sustained commitment to change, clear accountability, and a focus on building a more respectful and inclusive environment.
• What are some key characteristics of accomplished crisis leaders? Resilience, adaptability, strong communication skills, and the ability to make difficult decisions under pressure.

Share your thoughts in the comments below. What leadership strategies have you found most effective during times of crisis?

How can leaders balance the need for swift accountability in misconduct cases with ensuring fair and thorough investigations, as demonstrated by the NWSL’s approach?

The Erosion of Trust in Modern Business

In today’s volatile market, consumer trust and employee engagement are paramount. A single misstep can trigger a crisis of confidence,impacting brand reputation,sales,and internal morale. Examining how organizations navigate these challenges offers valuable lessons. The experiences of The Honest Company, led by Carla Vernón, and the National Women’s Soccer League (NWSL), under Commissioner Jessica Berman, provide compelling case studies in trust restoration and enduring growth. Both faced significant public scrutiny – honest Company regarding product ingredient transparency and NWSL concerning player safety and systemic abuse – and their responses offer actionable insights for businesses of all sizes.

Honest Company: Transparency as a Cornerstone of Recovery

The Honest Company, initially lauded for its commitment to eco-pleasant products and natural ingredients, encountered a class-action lawsuit in 2016 alleging misleading labeling. This event severely damaged brand trust. Carla Vernón, stepping into the CEO role in 2018, prioritized rebuilding that trust through radical transparency.

Here’s how Honest Company approached the challenge:

* Ingredient Disclosure: Full and clear disclosure of all ingredients, moving beyond marketing claims to verifiable facts.

* Third-Party Verification: Seeking independent certifications (like NSF International) to validate product claims and build credibility.

* Open Dialog: Actively engaging with consumers through social media and direct feedback channels, addressing concerns openly and honestly.

* Supply Chain Scrutiny: Implementing rigorous quality control measures throughout the entire supply chain to ensure ingredient integrity.

* Focus on Authenticity: Shifting marketing messaging to emphasize genuine commitment to safety and sustainability, rather than solely focusing on aspirational lifestyle branding.

This strategy wasn’t just about damage control; it was about fundamentally changing the company’s operating principles. The focus on ethical sourcing and product safety became central to their brand identity, attracting a loyal customer base that valued authenticity. This demonstrates the power of corporate accountability in regaining consumer confidence.

NWSL: From Crisis to Cultural Shift – Prioritizing Player Wellbeing

The NWSL faced a far more profound crisis in 2021, with allegations of widespread abuse, harassment, and misconduct surfacing. Commissioner Jessica Berman inherited a league grappling with a deeply ingrained culture of silence and a lack of player protection. Her approach centered on prioritizing player safety and fostering a culture of respect and accountability.

Key initiatives included:

* Independent Inquiry: Commissioning a comprehensive, independent investigation led by Sally yates and King & Spalding to uncover the full extent of the misconduct.

* Policy Overhaul: Implementing sweeping policy changes regarding reporting procedures, disciplinary actions, and player support resources. This included a confidential reporting system.

* Collective Bargaining Agreement (CBA): Negotiating the league’s first-ever CBA, securing improved player salaries, benefits, and working conditions. This demonstrated a commitment to fair labour practices.

* Leadership Accountability: Holding individuals accountable for misconduct, including removing coaches and executives implicated in abusive behavior.

* Player Empowerment: Creating platforms for players to voice their concerns and participate in shaping league policies. This fostered a sense of employee voice and ownership.

The NWSL’s journey highlights the importance of addressing systemic issues and prioritizing the wellbeing of all stakeholders. The league’s commitment to transparency in investigations and accountability for wrongdoing has been crucial in rebuilding trust with players, fans, and sponsors.

The Interplay of Consumer and Employee Trust

The experiences of honest Company and NWSL demonstrate a critical connection: employee trust directly impacts customer trust. When employees feel valued, respected, and safe, they are more likely to deliver remarkable customer service and advocate for the brand.

* internal Alignment: A strong internal culture of integrity and ethical behavior translates to consistent messaging and actions that resonate with consumers.

* Employee Advocacy: Engaged employees become brand ambassadors,sharing positive experiences and building credibility with potential customers.

* Reduced risk: A culture of open communication and accountability minimizes the risk of internal misconduct that could damage the company’s reputation.

* Innovation & Growth: Trust