Thought leadership in action: which brands were saying what at Davos?

I've blogged previously about World Economic Forum in Davos setting an agenda that has tangible (if sometimes indirect) impacts on marketing. But it's also a forum for marketing in its own right, in the forum of thought leadership, with many of the world's leading brands using it as a launchpad for their own thought leadership activities, and an opportunity to get the issues that they care about onto the global stage infront of probably the world's most important audience. So who exactly was saying what at Davos, and what trends can we discern? Here's a summary below, based on media trends... and of course generated by AI!

It's interesting to note that the brands listed here are a mix of what we might traditionally call B2B and B2C, although in this context its all B2B, as they are seeking to influence and engage with a business audience. It's perhaps the ultimate example of why B2B is simply more strategic than B2C on a global stage.

1. Sustainability & Climate Action

Key Reports/Announcers:

• UN Climate Change and The World Economic Forum themselves often unveil climate progress reports.

• Corporate Sustainability Goals: Major corporations like BP, Shell, and Unilever use Davos to release updates on sustainability efforts, particularly progress towards net-zero targets.

Media Highlights:

• BP and Shell are under increasing scrutiny regarding their commitment to renewable energy and how they are managing the energy transition. Shell released data at Davos, showing their increased investment in renewable sources and carbon capture technology.

• Unilever reaffirmed its 2030 sustainability roadmap, focusing on reducing plastic waste, improving carbon emissions in supply chains, and enhancing circularity in production. Their report emphasized the urgency of scaling climate solutions.

• Climate change mitigation and adaptation, carbon offsetting, and sustainable packaging were hot topics, with CEOs of large corporations acknowledging the importance of collective action and the role of businesses in driving change.

Core Media Message:

• The pressure is mounting on corporations to align their actions with climate science. There is an increasing sense of urgency in corporate commitments to achieve net-zero emissions by 2050. But there’s also concern about the gap between promises and implementation.

  
  

2. Technology and AI

Key Reports/Announcers:

• Microsoft, Google, and Accenture often use the event to highlight AI innovations and their future impact on the global workforce.

• The Global AI Ethics Report: Discussing the implications of AI and automation, particularly the ethical challenges and potential job displacement, was a key theme.

Media Highlights:

• Microsoft unveiled new initiatives to expand the use of AI in global health, emphasizing its role in improving health outcomes and combating diseases like malaria and tuberculosis. This is part of their broader commitment to tech-driven health solutions.

• Accenture’s report, "The Future of Work: AI in the Age of Collaboration," was widely covered. It suggests that AI can boost productivity while creating more collaborative workplaces. However, they also warned about the challenges of reskilling the workforce.

• Google and Meta engaged in panel discussions about "ethics in AI" and the importance of establishing strong, clear guidelines to avoid biases and discrimination.

Core Media Message:

• AI’s transformative potential is undeniable, but there are growing concerns about its impact on jobs, data privacy, and ethical dilemmas. Companies are being urged to focus on collaboration between human workers and AI rather than complete automation.

  
  

3. Global Economic Outlook

Key Reports/Announcers:

• The International Monetary Fund (IMF) and World Bank typically provide global economic forecasts at Davos, which include predictions about growth, inflation, and trade.

• Deloitte and PwC also release reports on economic resilience and global business strategies.

Media Highlights:

• The IMF forecasted moderate global growth for 2025, with particular emphasis on emerging markets, which are expected to lead the way in recovery after the pandemic. The IMF report also underscored risks such as geopolitical tensions and inflation, particularly in energy markets.

• Deloitte's "Global Business Resilience" report highlighted the importance of businesses being prepared for economic downturns, emphasizing the need for agility in operations.

• PwC published its annual "Global CEO Survey," which found that while CEOs are optimistic about growth, they are increasingly focused on risk management, especially in relation to geopolitical uncertainties and inflation.

Core Media Message:

• While there is a cautious optimism for global recovery, economic instability, inflation, and geopolitical risks (like the ongoing tensions in Eastern Europe) remain significant threats. The focus is on building more resilient businesses.

  
  

4. Diversity, Inclusion & Gender Equality

Key Reports/Announcers:

• McKinsey & Company and Mastercard often discuss diversity in leadership and its impact on corporate performance.

• The Gates Foundation frequently highlights its efforts to close the gender gap and improve social outcomes.

Media Highlights:

• McKinsey’s recent report on gender equity in leadership gained significant attention. It found that while women are rising in leadership positions, there is still a major gap in pay equality, especially in tech and finance sectors. McKinsey also addressed the role of mentorship and advocacy in accelerating change.

• Mastercard released its report on the "Global State of Women in Business," which included findings on how gender-inclusive practices correlate with stronger economic growth. Mastercard also announced an expansion of its efforts to provide financial literacy and inclusion programs for women across emerging markets.

• The Gates Foundation focused on its ongoing efforts to improve women’s access to healthcare and education in the global south. It also emphasized the role of digital access in empowering women entrepreneurs in low-income countries.

Core Media Message:

• Gender equality is increasingly seen as not just a moral imperative but also a business imperative. Companies and organizations that make genuine efforts toward inclusion and diversity are more likely to see sustainable, long-term growth.

  
  

5. Health and Wellness

Key Reports/Announcers:

• Pfizer, Novartis, and Roche are major players in Davos when it comes to health and wellness discussions, with a focus on global health crises and the future of medical research.

Media Highlights:

• Pfizer made waves with an announcement about its new initiative to combat antimicrobial resistance (AMR), which poses a significant threat to global health. Their report suggested that AMR could cause 10 million deaths annually by 2050 if not addressed.

• Novartis launched a global initiative aimed at improving access to cutting-edge cancer treatments in developing countries, acknowledging the gap between high-income and low-income regions in healthcare access.

• Roche released a study about the benefits of personalized medicine and its impact on improving patient outcomes. The report highlighted the increasing importance of data and AI in the future of healthcare.

Core Media Message:

• Global health challenges, particularly antimicrobial resistance and unequal access to healthcare, remain pressing issues. There is a strong focus on the importance of global collaboration and innovation in healthcare to ensure more equitable outcomes worldwide.

General Themes and Media Coverage:

• Collaboration and Responsibility: Many reports and speeches from Davos emphasized the need for businesses, governments, and international organizations to collaborate to solve pressing global challenges.

• Pressure on Corporations: Companies are increasingly being held accountable for their environmental and social impacts, with calls for more transparency and action.

• Geopolitical Concerns: There was considerable discussion about the risks posed by geopolitical instability, including the economic effects of the war in Ukraine and tensions between global superpowers.