NEW YORK — He is recognized as one of the most celebrated and influential leaders in the corporate world. Nonetheless, the backlash from the public is a growing concern for companies like Mark Zuckerberg’s Meta.
In a time when online hostility and social unrest are increasingly aimed at the corporations consumers rely on, Meta allocated an impressive $24.4 million last year to enhance security for Zuckerberg and the company’s former chief operating officer.
While some prominent CEOs opt for extensive security measures, the recent tragic shooting of UnitedHealthcare CEO Brian Thompson while he was walking alone in New York City has highlighted the various strategies companies employ to safeguard their executives against potential threats.
Thompson was walking without any personal security and seemed unaware of the assailant before being fatally shot. Experts indicate that given today’s political, economic, and technological challenges, assessing threats against executives and implementing protective actions is becoming increasingly complex.
“Although we excel in gathering signals, our ability to interpret these signals is still questionable,” stated Fred Burton from Ontic, a threat management software provider. In the aftermath of Thompson’s shooting, Burton reported that he received numerous inquiries from organizations wanting to know if their security measures were adequate.
Many of the largest U.S. corporations, especially within the tech industry, invest significantly in personal and residential security for their high-ranking executives. According to filings compiled by research firm Equilar, Meta reported the highest expenses for executive security in the previous year.
The firm noted that “Zuckerberg embodies Meta; thus, any negative sentiment directed toward the company is often attributed to him personally.”
Meanwhile, Apple, the largest tech company based on stock market valuation, faced challenges when CEO Tim Cook was stalked by an individual who sent him explicit emails and even appeared at his home. In 2022, after legal actions from Cook’s security team, the situation was contained. He is frequently accompanied by security personnel during public appearances, although Apple’s $820,000 spending on executive protection is modest compared to its peers.
More than a quarter of Fortune 500 companies acknowledged investing in security measures for their CEOs and other high-ranking executives. Among those, the median spending for personal protection doubled in the last three years, averaging around $98,000.
Many firms regard investor meetings, like the one Thompson was en route to when he was shot, as particularly risky due to the public exposure of venue details and speaker information.
“This allows individuals to arrive early and assess both the venue and the flow of attendees,” remarked Dave Komendat, president of DSKomendat Risk Management Services.
In response, various tech companies enhance their security protocols by requiring attendees to pass through security checkpoints similar to airport screening for major events. Conversely, some companies, including Amazon, have opted to hold shareholder meetings virtually to mitigate risks associated with in-person gatherings.
“However, some organizational cultures actively discourage this approach and emphasize the need for executives to remain approachable and accessible to stakeholders,” Komendat added.
The suitability of this approach varies by organization, as many high-level executives often work in sectors where they aren’t prominently recognized, thus facing fewer threats.
“Deciding on the necessity and appropriate level of executive protection is unique to each organization,” stated David Johnston from the National Retail Federation. “These safeguards should also include ongoing monitoring of potential threats and adaptability to ensure a safe environment.”
Some firms have established protective intelligence units equipped with digital tools that utilize machine learning and artificial intelligence to analyze online discussions for potential threats, both on social media and the dark web. These units scrutinize conversations regarding the company and its leadership to identify risks.
“Threats towards senior executives are prevalent, although many are not taken seriously,” noted Komendat. “The challenge lies in distinguishing a legitimate threat from mere venting without any intent.”
Despite the heightened threats, Burton points out that organized groups targeting corporate leaders remain rare. The growing concern now centers on individuals who are influenced by extremist rhetoric online. It falls to corporate security experts to evaluate these dialogues and determine any possible threats.
CEOs are not the only ones at risk from aggrieved customers. In 2022, there were 525 workplace fatalities due to assaults in the U.S., as reported by the National Safety Council. Industries like healthcare, education, and service sectors face higher risks, with professions such as taxi drivers experiencing significantly elevated rates of on-the-job murders.
The recent ambush of UnitedHealthcare’s Thompson is likely to prompt many CEOs to reconsider their security protocols.
“Incidents like this often lead to increased interest in augmenting security measures for executives,” Burton remarked. “I can assure you that every CEO in America is aware of this tragedy.”
