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Zaky and convergence of tech and politics
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President Joko “Jokowi” Widodo (right) and Bukalapak CEO Achmad Zaky are pictured during the online marketplace’s ninth anniversary celebration in Jakarta. In its ninth year of operations, the homegrown unicorn has connected 4 million sellers and 50 million buyers across the country. (The Jakarta Post/Wendra Ajistyatama)
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ukalapak CEO Achmad Zaky recently became a controversial figure after a tweet he posted suggested that he would support new leadership because of his disappointment with the low national budget for research and development (R&D).
His tweet prompted a public backlash against him and the e-commerce platform he cofounded, especially from the incumbent’s supporters among Bukalapak’s consumer base, who are actively urging others to abandon the platform.
Since then, Zaky has apologized directly to President Joko “Jokowi” Widodo, who invited Zaky to the palace on Saturday for talks and later asked consumers to stop uninstalling Bukalapak. This should put Zaky’s worries to rest while providing both him and other tech leaders a valuable lesson.
In the midst of changing consumer behavior, a company’s values — or in this case, its CEO’s values — are playing an increasingly larger role in deciding consumer preferences. Traditionally, CEOs needed only to focus on the performance of their businesses, but today they have also effectively become “CEO-activists” in whatever social cause they voice their views.
In all fairness to Zaky, it would (and should) be OK for a business leader to give voice to any opinion he has, through any means at his disposal. In fact, this may very well be unavoidable. Our country is a democracy, and as one of its citizens, a business leader is free to support or criticize any matter.
At the same time, any country’s economic engine is powered by the market. The prevalence of social platforms have enabled consumers to be directly connected to the companies they purchase from. This level of engagement has led to consumer decisions being increasingly shaped by the affinity between a consumer’s individual position on certain social issues and the positions of companies and CEOs.
In a market like this, CEOs should be prepared to accept the market reaction — intentional or otherwise — to their opinions. This is the context of the harsh about-face in public opinion against Bukalapak.
