The CEOs of Honest Company and NWSL on regaining trust from consumers-and employees

"When a leader inherits a business in crisis, what decisions can they make to steady the ship and drive positive change? The Honest Company CEO Carla Vernón and National Women's Soccer League commissioner Jessica Berman riff on counterintuitive methods for gaining employee trust after public scandals and share practical advice on reframing strategy."

"You each came into your leadership roles in crisis in a lot of ways. Honest Company was facing public scrutiny over some of its products. Cash reserves were dwindling. Jessica, at the NWSL, there were accusations of sexual misconduct around the team, and the league's culture was talked about as toxic. I'm going to start with you, Jessica. Those early days when you first get there, players are in revolt. Megan Rapinoe is saying, 'Let it burn.' What do you do to address that from the start?"

"BERMAN: Well, it's definitely daunting to start a new job as a first-time commissioner, first-time CEO, and knowing that someone like Megan Rapinoe had just posted on Twitter, 'Let. It. Burn.' And she was talking about the league . . . It's not going to matter. BERMAN: No. Well, the league was really at a crossroads, and the crossroads was: Do we go out of business and potentially restart? The history of this league is"

New leaders entering crisis situations must prioritize rapid, transparent action and stakeholder listening to rebuild trust. Immediate steps include acknowledging failures, ensuring safety and compliance, and communicating clear short-term plans. Strategic reframing helps shift focus from blame to long-term viability, including financial stabilization, product or policy fixes, and organizational restructuring. Building credibility requires follow-through, meaningful personnel and cultural changes, and negotiated agreements that align incentives with stakeholders. Restoring trust also depends on consistent dialogue with affected groups, visible accountability measures, and balancing urgent fixes with a coherent vision for sustainable growth and culture change.

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