Political instability, regulatory pressure, energy insecurity, rapid AI adoption and a fragmented media landscape are no longer emerging risks. According to Grayling’s Global Trends Report 2026, they are now defining the day-to-day reality for organisations.

Based on research with CEOs and C-suite leaders across the energy, technology, retail, finance, health, communications, digital and creative sectors, the report paints a picture of a high-pressure business environment – but one marked by resilience and cautious optimism.

Familiar risks, heightened pressure

In many respects, the risks facing businesses in 2026 are broadly familiar. Geopolitical tensions and government intervention continue to disrupt economies, unsettle markets and fuel uncertainty. A third (33%) of senior leaders cite government regulatory and policy changes as one of the top threats to their business next year.

At the same time, brands are operating under unprecedented scrutiny. Expectations to act ethically, transparently and consistently are amplified by social and digital media, making reputation management more complex and less forgiving.

Despite this, confidence remains. Grayling’s research shows that 85% of business leaders feel very or somewhat optimistic about their growth prospects, even as 62% believe threats to business will increase in 2026.

AI, trust and reputational exposure

Technology is a defining factor in this risk landscape. The adoption of artificial intelligence is accelerating, promising efficiency gains and competitive advantage. But the Trends Report highlights a clear tension between opportunity and exposure.

62% of business leaders are concerned about the reputational risks AI poses to their organisation, particularly where governance, transparency and accountability are weak. Organisations that fail to stress-test worst-case scenarios or clearly communicate how AI is used risk undermining trust with customers, employees and stakeholders.

Alongside AI, cyber security remains a major concern. The potential for cyber-attacks to cause widespread operational disruption and long-term reputational damage continues to weigh heavily on senior leaders.

Energy insecurity and operational risk

Rising energy costs and supply instability are another defining challenge for 2026. 76% of leaders surveyed say they are concerned about energy insecurity, underlining how operational risk, financial performance and reputation are increasingly intertwined – particularly for energy-intensive and consumer-facing sectors.

From reactive crisis management to strategic foresight

One of the clearest messages from the Trends Report is that organisations can no longer rely on reactive crisis management alone. In a fast-changing political, technological and social environment, anticipating what may be around the corner has become a strategic necessity.

Organisations that invest in strong governance, ethical foundations and transparent communication are better placed to withstand scrutiny and uncertainty. Strategic agility – rather than short-term reaction – is what differentiates those that protect and enhance reputation from those that simply respond to risk.

Looking ahead

As organisations plan for 2026, the message from Grayling’s Global Trends Report is clear. Credibility, clarity and long-term thinking are no longer optional. Those that proactively embed governance, anticipate disruption and invest in trust and reputation will be best placed to manage risk – and create lasting value – in an increasingly uncertain world.

Download Grayling’s Global Trends Report 2026 here.