Davos 2026 Shows Why Communicators Matter More Than Ever
Every January, Davos offers a real-time pulse check on what’s driving global leadership. This year’s meeting sent a clear signal for anyone in communications. PR, marketing and reputation leaders are no longer operating in the background. They are increasingly part of the conversation shaping growth, technology, public trust and geopolitical positioning.
While the World Economic Forum does not break out attendance by profession, the advertising and marketing sector had a visible presence. MediaPost reported that Dentsu Group, Omnicom Group, Publicis Groupe and WPP were official partners of the Annual Meeting, showing strong industry engagement.
Media intelligence analysis from Truescope also showed sustained media visibility tied to Davos participation across communications, marketing and technology sectors during the week of the forum, reinforcing how the event continues to function as a major narrative and reputation platform, not just a policy gathering.
The scale of the meeting itself reinforces why communications continues to rise in importance. According to the World Economic Forum, nearly 850 CEOs and chairs attended alongside almost 100 unicorn founders and technology pioneers. Total official attendance approached 3,000 leaders from business, policy and advocacy, with thousands more participating in the surrounding ecosystem of private and public events across the region.
The 2026 theme, “A Spirit of Dialogue,” focused on cooperation in a contested world, unlocking growth, investing in people, responsible innovation and building prosperity within planetary boundaries, based on the Forum’s program overview. For communicators, those themes translate into practical daily realities. How do organizations explain AI responsibly? How do leaders rebuild trust when economic anxiety is rising? How do brands demonstrate authenticity rather than simply talk about it? And how do privacy expectations evolve as first-party data strategies mature?
AI stayed front and center, but the tone felt more grounded than in recent years. Conversations shifted away from experimentation and toward governance, accountability and real-world impact. That puts communications teams squarely in the middle of explaining not just what companies are building, but why they are building it, how risks are managed and how human concerns are addressed clearly and credibly.
Trust surfaced repeatedly across formal sessions and side conversations. Edelman released its 2026 Trust Barometer during the meeting, based on a global survey of nearly 34,000 people across 28 countries. The research found trade and recession fears at record highs, with optimism declining most sharply in developed markets. For communicators, the data mirrors what many already experience. Audiences are more skeptical, less tolerant of corporate spin and increasingly focused on whether leadership actions align with stated values.
The investment companies make to maintain a presence at Davos also speaks volumes. MediaPost reported that some organizations spend five- and six-figure sums annually to participate, while Microsoft and McKinsey each invested up to $1 million sponsoring venues used by U.S. government officials. Access, credibility and relationship-building remain powerful currencies, and communications leaders are often the architects behind how those relationships are built and protected.
Davos also highlighted how countries are thinking about communications more strategically. Nigeria launched its first official National House on the Davos Promenade to showcase economic reforms and attract investment, treating visibility and storytelling as part of national growth strategy. Knowledge Networks participated in high-level discussions on AI policy and announced new ethics initiatives tied to responsible AI and journalism. Both examples reinforce how communications has become a tool of economic diplomacy, not just brand building.
For communicators watching Davos from afar or participating directly, several takeaways stand out. Communications is increasingly embedded in enterprise strategy and leadership decision-making. Responsible innovation demands clear, disciplined storytelling, not just technical frameworks. Trust rebuilding is becoming a long-term leadership responsibility rather than a campaign objective. And global forums like Davos increasingly serve as testing grounds for credibility, transparency and influence in a fragmented world.
As 2026 unfolds, the signals coming out of Davos offer a helpful lens for communicators across PR, marketing, advertising and corporate affairs. The expectations on the profession continue to rise, not simply to communicate change, but to help shape it thoughtfully and responsibly
