Study: 43% of Filipino CEO media coverage centres on sustainability, but ethics left behind

Filipino CEOs are gaining favourable media attention for their vision and sustainability initiatives, but narratives around ethical behaviour remain largely absent, according to a new study from global media intelligence firm CARMA.

The report, “CEO Media Index: What Media Narratives Reveal About Filipino CEOs,” analysed Tier-1 media coverage of the ten most frequently mentioned chief executives from January to June 2025. Using CARMA’s proprietary favourability rating system, the study examined sentiment, visibility, and narratives tied to core leadership attributes such as credibility, vision, and communication.

The analysis revealed that while 43% of CEO coverage highlighted sustainability, ethical leadership was missing from narratives, even within stories centred on corporate responsibility and environmental commitments.

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“CEOs who paired financial reporting with clear vision, strategic guidance, and strong communication were seen positively, even amid mixed company performance,” the study noted.

High-profile leaders such as Manuel V. Pangilinan (Meralco) and Ramon S. Ang (San Miguel) dominated media presence, with coverage largely tied to projects supporting national development. Lynette V. Ortiz (Landbank) stood out for her visibility in digital transformation, while Carl Raymond Cruz (Globe) emerged as a thought leader in technology following his April 2025 appointment.

All ten CEOs scored positively in terms of favourability, though most rarely appeared in headlines. The exception was Globe’s Cruz, who secured significant headline exposure around his appointment and strategic direction.

The findings underscore the growing importance of sustainability in shaping CEO reputation, but also highlight a critical blind spot in how ethical conduct is covered by Filipino media. For marketers and communications leaders, the study signals an opportunity to shape narratives that go beyond financial and sustainability messaging to include ethical leadership as a reputational pillar.

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