Discussions at the World Economic Forum meeting in Davos last week were set against a backdrop of unprecedented geopolitical shifts and economic uncertainty. Our Corporate Affairs team has been closely watching key speeches and themes and has prepared a list of 5 key takeaways for Corporate Communicators in 2025 and beyond.

1.Position for Protectionism: Rising geopolitical tensions and fragmentation mean that communicators need a nuanced understanding of local contexts and sensitivities. They must then master the art of crafting messages that resonate globally, while respecting diverse and sometimes conflicting regions.

2.Show Resilience against Risk: From technology to industry collaboration and emerging market strength, businesses need to build, and then showcase, resilience against global risk to win stakeholder confidence in an increasingly complex world. Supply chains will be in the spotlight, as companies grapple to buffer the impact of climate change, the emphasis on greener practices and tariff-induced disruptions. Constant fluctuation, including around key topics such as pricing, will bring significant communication challenges.

3.Escape Elite to Embrace Everyday: Communicators must be able to translate high-level discussions into relatable messages, with an emphasis on authenticity, transparency, and inclusivity, leveraging local voices to ensure their business is not perceived as out-of-touch.

4.Shift from Sales to Social and Environmental Impact: Corporate Citizenship and environmental awareness will be critical, showing understanding and sensitivity for the role that a business plays within these contexts. In fact, when navigating changes in supply chain, opportunities for greenshoring could provide a ‘win win’ situation. Real-life stories, quantifiable impact through data and compelling visual storytelling will be key to making these commitments tangible and credible.

5.Prepare for Crisis and Critics: Corporate communicators must be crisis-ready, which includes a preparedness and willingness to engage with critics and detractors in the right way. Tackling this effectively will mean moving beyond traditional ‘corporate’ channels and formats, to engage in compelling ways where the audience is listening.