Six signals for 2026 that leaders in government, technology and investment should act on now. A strategic view of geopolitics, trust and reputation as operating constraints.

The 2025 Perugia Journalism Festival wasn’t just about media—it was a wake-up call for global leaders. From AI disruption to collapsing public trust, the challenges facing journalism mirror those in business and government. Here’s what leaders need to know to stay credible, connected, and ahead.

In a House of Lords inquiry, Dr Mhairi Aitken (Alan Turing Institute) and Professor Sander van der Linden (University of Cambridge) warned that AI-driven misinformation—seen by 40% of UK adults—undermines trust and reputation. They called for leaders to strengthen regulation, media literacy, and partnerships with tech platforms to uphold credibility.

In an era where misinformation spreads faster than facts, companies must be prepared to defend their reputation against targeted attacks—especially when they come from high-profile individuals with vast online influence. The recent controversy involving Elon Musk and Verizon’s $2.4 billion FAA contract is an example of how social media can be weaponised to undermine competitors. Musk’s comments on X (formerly Twitter) not only questioned Verizon’s technology but also influenced public perception, investor confidence, and even regulatory discussions.

This blog explores how corporate misinformation can harm corporate reputation, what businesses can learn from Verizon’s situation, and a structured approach to protecting public and stakeholder trust in the face of digital disinformation.

The 2025 Edelman Trust Barometer reveals a world grappling with distrust and grievance. Business leads as the most trusted institution globally at 62%, but growing concerns over misinformation, economic inequality, and institutional inaction threaten this fragile confidence. To rebuild trust, leaders must prioritise transparency, address societal grievances, and invest in workforce development and ethical practices. Trust is no longer a passive asset but an active strategy for sustainable growth and reputational resilience.

Mark Zuckerberg is ending fact-checking and content on Meta’s platforms, aligning his company with the values of the incoming Trump administration. This move increases the reputational risk to US and global companies that want to advertise on Facebook and Instagram. His view of freedom of speech has a price, will it be worth it?

Battenhall released its 2025 ‘The Year Ahead In Social’ report, which highlighted the rise in ‘dark social’ as a channel that people continue to move towards in a hyper-polarised environment. People want relevance and authenticity from brands that engage with them. Going siloed is becoming a trend.

The Reuters Institute for the Study of Journalism published an article this week that discussed the growing trend of news avoidance amongst specific audience groups. The establishment of ‘news avoidance’ is having a profound implication not just for governments but also for businesses and their efforts to build and manage their reputations.