Last week, Grayling UK hosted the launch of its 2026 UK Trends Report, bringing together business leaders, policymakers and media experts to examine the forces reshaping reputation, trust and decision-making in an increasingly volatile environment.

Political instability, regulatory pressure, energy insecurity, rapid AI adoption and a fragmented media landscape are no longer emerging risks. They are defining the day-to-day reality for UK organisations.

Perspectives from policy, media and business

The panel featured Jimmy McLoughlin OBE, former No.10 advisor and host of Jimmy’s Jobs of the Future; Sulaiman Ilyas-Jarrett, former senior UK government energy advisor and host of the Energy Revolution Podcast; Rosie Fortescue, entrepreneur and content creator; and Hannah Prevett, Associate Business Editor at The Times and co-host of The Business podcast.

From reactive risk to long-term influence

A central theme was the need for organisations to move beyond reactive political risk management. Those investing in long-term, consistent engagement with policymakers are better placed to navigate uncertainty and build durable influence.

Trust, media fragmentation and authentic storytelling

As the media landscape continues to fragment, longer-form content such as podcasts is enabling more credible and authentic storytelling. Depth, context and substance are increasingly essential to earning trust in a crowded information environment.

Energy, Net Zero and system-level challenges

Net Zero remains a priority, but high energy costs reflect deeper structural issues. Years of underinvestment in infrastructure have compounded pressures that can only be addressed through closer collaboration between business and government.

Leadership, culture and productivity

Productivity and performance are increasingly linked to human-centred leadership. Organisations that build trust, confidence and credibility in their cultures are better positioned to sustain growth.

AI, automation and the importance of the human factor

AI is accelerating change across organisations, but it is also testing trust in content and communication. Authenticity, transparency and human judgement are becoming critical differentiators.

What the 2026 Trends Report shows

Grayling’s research highlights a high-pressure but confident business environment:

• 48% of UK business leaders say regulation poses a major threat, while 28% identify political instability as the biggest risk in 2026.
• 53% remain confident in their ability to navigate the year ahead, signalling a shift towards planning for uncertainty.
• 46% expect AI to transform their industry within one to two years, though regulatory uncertainty and skills gaps remain barriers.
• 87% are concerned about energy costs and supply instability.
• 69% say reputation strongly influences customer decisions, and globally, 90% see a direct impact on the bottom line.

Looking ahead

As organisations plan for 2026, the message is clear. Credibility, clarity and long-term thinking are no longer optional. Those that invest in trust and reputation will be best placed to manage risk and create lasting value in an uncertain world.

Download Grayling’s UK trends report 2026 here.