Practically, it's about so much more — and CEOs these days are being held accountable for more than profits. There's also the notion of social justice — which often sees CEOs encountering criticism when they speak up on culturally sensitive issues, or facing blowback if they stay silent. Brands like Disney, Target , Bud Lite and North Face face consequences for expressing a view, including boycotts, online protests, and threats of violence. It's OK to avoid constantly getting into the fray; instead, pick moments that enforce the company's values. When CEOs do decide to take a public stance, Eber said that their PR teams are there to help.

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