Sustainability at Davos Amidst a Crowded Agenda

For decades, the World Economic Forum’s annual meeting in Davos has served as a bellwether for global economic, political and social priorities. Traditionally viewed as an international platform for sustainability and climate action, sustainability’s visibility at the event has undeniably diminished in comparison to the recent past.

From a communications point of view, sustainability continues to shape reputation, trust, stakeholder alignment, and corporate relevance in an increasingly scrutinised world. But the world is a changing place, and geopolitics, tariffs and national security dominate headlines, and it is concerning that sustainability is not cutting through in the same way. As communicators endeavouring to prioritise climate action, the solution is to weave it through the fabric of every single agenda and topic.

The current media landscape brings challenges, but it also brings opportunities for corporate communicators looking to push the climate agenda forward. No longer can it be pigeonholed; the topic must, and is part of sustainable growth, sustainable investment and sustainable resilience. A sustainable future and, importantly, how we communicate that can provide reassurance and tangible solutions for what lies ahead.

It is therefore important not to crowbar sustainability into topics but deliver the messages in a more nuanced way. It needs to be authentic, credible and problem-solving in tone, grounded in data, third-party validation, and consistent storytelling. Delivering a consistent message and positioning sustainability as a future-proofing solution and a global stabiliser is the solution at a time when the current world order is buckling.

At Davos, where media, policymakers, investors, NGOs, and activists converge, sustainability becomes a reputational differentiator that can either elevate or erode corporate standing. Effective communicators use Davos not to promote products, but to articulate how corporate strategy supports societal progress. Purpose-led storytelling, when aligned with business strategy, strengthens legitimacy and deepens stakeholder engagement.

Money talks at Davos, and trust is the currency for corporate communications experts. Sustainability is central to earning it. Corporate leaders spoke not only to investors but to governments, communities, employees, and future generations. Proactive sustainability communication, acknowledging challenges, sharing progress honestly, and engaging in dialogue-demonstrates accountability.

Davos offers unparalleled visibility for CEOs and senior leaders. Sustainability provides a powerful leadership narrative, one that positions executives as stewards of long-term value rather than short-term profit. Corporate communications teams play a critical role in shaping this narrative through speeches, media interviews, panel participation, and thought leadership. Again, this needs to be woven into the fabric of the agenda: sustainability in the broadest sense of the word.

Importantly, sustainability narratives must be consistent across all touchpoints. What is said on a Davos panel must align with annual reports, investor communications, internal messaging, and on-the-ground practices. Consistency reinforces authenticity; inconsistency invites scrutiny.

Sustainability at Davos is not just about being seen; it is about being believed. Organisations that communicate sustainability with clarity, humility, and evidence will not only protect their reputations but also strengthen their influence in shaping the future. In this sense, sustainability is not just a theme of Davos 2026; it is the language of credible and steadying leadership.