As we enter 2026, world leaders will gather at the World Economic Forum in Davos to navigate an agenda spanning geopolitics, decarbonisation, technological disruption, health security, demographic change, the future of work, and much more. In the midst of this complexity, competing narratives will emerge, each vying to shape the conversation and command attention. To truly stand out, thought leadership must move from chasing attention to consistently earning it.
Lead with contribution, not commentary
In a highly polarised world, only narratives that demonstrate meaningful contribution to shared global priorities will cut through. Across markets, stakeholders are demanding concrete, transparent reporting that makes an organisation’s impact tangible rather than merely aspirational.
Davos should not be treated as a stage for corporate talking points. Credibility is earned when leaders show how their business is delivering solutions to the real‑world challenges shaping the agenda. Narratives grounded in meaningful contribution and clear proof of action will always outshine those rooted in self‑promotion.
Blend AI precision with human insight
We have entered the true zero-click search era. Nearly 60 per cent of searches now end without a website visit, which means AI systems are effectively drafting the first version of your corporate narrative and deciding what’s credible, what matters, and how it gets summarised.
In this environment, your narrative must be search-resilient, AI-ready, and crisis-tested: discoverable and consistent across channels, grounded in credible structure and proof, and strong enough to withstand rapid scrutiny, distortion, and misinterpretation.
At Burson, we use resources from our Innovation Portfolio and WPP Open to navigate this new reality. Burson Decipher pinpoints the messages with the greatest potential for impact and virality; Burson Sonar identifies emerging narratives and risks; and Know Your Opportunity (KYO) maps whitespace where organisations can credibly lead.
Ultimately, the narratives that endure are shaped by leaders who can balance the structural demands of an AI-driven information ecosystem with emotional intelligence, lived experience, and a sharp understanding of their audiences’ priorities and expectations.
Show up consistently, not only at Davos
Thought leadership isn’t built on a single speech or a well‑timed op‑ed. It is earned through consistent action by proving, time and again, that your organisation is creating real value for stakeholders.
True thought leadership is an interconnected system of insights, platforms, partnerships, and proof points that reinforce one another throughout the year and culminate at moments like Davos, rather than relying on them.
To stand out in an increasingly discerning world, leaders and organisations must show up with substance every day, not only when the world is watching. This is how credibility is earned and why hard‑won credibility can withstand even the fiercest storms and crises.
Empower comms teams as strategic partners
According to a report by MomentumABM (now part of Accenture Song), 99 per cent of senior executives say thought leadership is important to their decision-making. Yet few leaders have a clear, disciplined approach to creating it. This is where strong communications teams become indispensable in telling the story.
Comms teams need a seat at the leadership table from the start, turning data and insight into narratives that deliver clarity and impact. They must understand the company’s direction, the CEO’s core convictions, and the places where the organisation can lead with credibility. Only then can they help shape those insights into stories that resonate with policymakers, investors, employees, and the media.
Ultimately, communicators act as the connective tissue of an organisation, ensuring leaders stay aligned and messages remain consistent across every channel.
As reputation takes on greater strategic importance in an increasingly polarised and noisy environment, the ability to translate vision and purpose into clear, relevant, and credible narratives has become essential.
'Perspectives' is a Telum Media submitted article series, where diverse viewpoints spark thought-provoking conversations about the role of PR and communications in today's world. This Perspectives piece was submitted by HS Chung, CEO, Asia-Pacific at Burson.
HS brings more than 30 years of experience in marketing and communications, advising C-suite leaders at global brands. Along with overseeing Burson's regional business, she spearheads specialised service offerings for the South Korean government and has been involved in government projects such as the Olympics. HS is a member of the Korea Public Relations Corporate Association (KPRCA) and serves on the board of PRCA SEA.
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