Prominent German business leaders who publicly opposed the far-right Alternative for Germany (AfD) party may have inadvertently strengthened its support, according to a new study. Research from the Institute of the German Economy (IW) in collaboration with the Technical University of Dresden suggests that these public warnings have been largely ineffective and may have even backfired, leading to increased solidarity with the AfD.
CEO Activism and the “Backlash Effect”
The study, titled “CEO Activism to Protect Liberal Democracy. An Empirical Measurement of Perception and Impact,” surveyed over 5,000 German citizens in the summer of 2025. Researchers found a significant divide in how people responded to criticism of the AfD from business leaders. While AfD supporters generally agreed with the CEOs’ traditional economic demands – such as lower taxes – only one in five sympathizers considered political attacks on the party to be appropriate.
The researchers discovered that criticism from business leaders often triggered a “backlash effect,” reinforcing the bond between AfD supporters and the party. Specifically, the study found that when confronted with criticism of the AfD from CEOs, trust in the respective company decreased, and the connection between the party and its supporters was sometimes strengthened.
Differing Reactions and a New Strategy
The study revealed that while roughly four in ten Germans were aware of corporate engagement against the AfD in December 2024, this awareness was even higher among AfD supporters – nearly half had taken note. Despite this visibility, the researchers found that the CEOs’ economic arguments were well-received across the political spectrum, while attacks on the AfD were largely dismissed by its supporters as stemming from a general distrust of established political actors.
The IW and TU Dresden researchers now recommend a shift in strategy. They advise business leaders to move away from what they describe as “window speeches from above” – perceived as lecturing – and instead engage in a serious discussion of the AfD’s arguments and the concerns of its supporters. They emphasize the importance of articulating arguments specifically related to the needs of the company and the broader economy.
Despite the findings, the study encourages continued public engagement from CEOs, noting that their positioning provides guidance to both employees and the public. However, it stresses that economic criticism should be “moderate, factual, and responsible,” warning that “pointed or delegitimizing criticism carries the risk of unintended polarization and mobilization effects and can indirectly strengthen political fringes.”
Frequently Asked Questions
What did the study measure?
The study, “CEO Activism to Protect Liberal Democracy. An Empirical Measurement of Perception and Impact,” measured how German citizens reacted to public statements made by business leaders against the AfD.
What was the key finding of the study?
The study found that public criticism of the AfD by business leaders was often ineffective and could even strengthen support for the party through a “backlash effect.”
What do the researchers recommend business leaders do differently?
The researchers recommend moving away from “window speeches” and engaging in a more serious and nuanced discussion of the AfD’s arguments, while focusing on the specific needs of businesses and the economy.
Given these findings, how might German business leaders adjust their approach to publicly addressing political concerns in the future?
