[vc_row][vc_column][vc_column_text]A panel comprising the World Media Group’s top international journalists gathered in London earlier this week to report back on what went on behind closed doors at this year’s World Economic Forum in Davos. Chaired by Jonathan Birdwell, Interim Global head and Regional head of Europe, Middle East and Africa, Economist Impact, speakers included Suzanne Lynch, Chief Brussels Correspondent, POLITICO Europe; Jeremy Kahn, Senior Writer, Fortune; Ayesha Javed, Senior Editor, TIME; and Dharshini David, Global Trade Correspondent, BBC News.

The goal of the session was to provide the audience who didn’t attend Davos with ‘finger on the pulse’ insights into the conversations that took place around business and the economy.

Click here to watch the full discussion and hear the panel’s point of view on the following:

  • The economic climate – recession or no recession?
  • The outlook for the Ukraine war
  • Tech and innovation – the development of Chat GPT and AI
  • The Net Zero transition – are we still on track?
  • Crypto – what is its current standing?
  • Does Davos give a platform for countries with questionable human rights standards?
  • Diversity and profile – is Davos still relevant?

Setting the scene, Suzanne Lynch described Davos as a very ordinary little town in the middle of Switzerland, transformed to the centre of power once a year. Journalists have unfettered access to corporate and political leaders with the boundaries removed as everyone’s ferried around the town together in little cars.

The theme for this year was ‘Co-operation in a fragmented world’. Birdwell asked members of the panel whether that resonated or what their own takeaway headline would be.

According to Jeremy Kahn, there’s still not a lot of cooperation going on. “I think there’s a lot of people talking about the need for cooperation. And yet, this kind of acknowledgement that they are geopolitics coming into play and borders going up between countries, and a lot of highlighting of the difficulty of cooperation given the current environment.

“Governments are competing with each other, both for things like semiconductor production that is considered of geostrategic importance, but also even in clean energy. There’s quite a lot of competition between states about who’s going to offer what subsidies to what companies to get them there. All that was happening even though the highlight was supposed to be about how we all cooperate and work together on some of these problems.”

Although that may be true of the public discussions, Dharshini David believes that what’s going on behind closed doors is more positive. “When you talk to some of the corporate leaders who were there you realise it’s a bit like COP 27 – that when we talk about cooperation, what really matters is what’s going on in those rooms that are tucked away; the things that we don’t really see or hear when we’re there.

“And that progress is being made at that sort of granular level with corporate leaders from different countries coming together or meeting senior government ministers and saying we need to work together on this. That makes me quite hopeful for things that are being achieved at Davos, and also what could be translated into the year ahead.”

Ayesha Javed agrees that it remains a place to network where important conversations happen. “The networking and the closed-door conversation are really where it is most useful,” she says. “I heard Keir Starmer saying on a podcast that he would rather be in Davos than Westminster because he felt the conversations were much more productive!”

Is the WEF in Davos still a key facilitator in driving important discussions around business and the economy? Watch the full video here and decide for yourself.[/vc_column_text][/vc_column][/vc_row]

Many World Media Group members were at the World Economic Forum in Davos last week to discuss the global, regional and industry issues affecting business leaders today. Here are some of the key takeaways, as observed by Katya Ionova, Creative Director, UK & EMEA, Business Insider and Damian Douglas, Managing Director, EMEA, Time.

Youth Power

Although the average demographic of attendees at Davos is aged 52-54 for men and aged 49 for women, the question of how we can support the younger generation was a critical theme that ran across many areas of discussion. Concerns ranging from the kind of planet we’re passing on, to the lack of funding for the global mental health epidemic that’s affecting the younger generation were high on the agenda. Greta Thunberg wasn’t the only young voice to be heard this year – 10 teenage activists from all over the world were invited along to encourage collaboration between generations.

Sustainability

Environmental risks, renewed commitments to sustainability, carbon-neutrality pledges, the circular economy and financing a sustainable future were all big themes and more CEOs were seen wearing the SDG pin. The message was clear: we have less than a decade to act, so maintaining the status quo or ‘business as usual’ is no longer acceptable.

Stakeholder Capitalism

The growth of stakeholder capitalism was a frequent discussion point. Companies can no longer serve only their shareholders but must consider all stakeholders, using business as a platform for change to address the environmental and societal issues that matter most to today’s employees and consumers.

Transformation

The Fourth Industrial Revolution and technology such as AI, driverless cars and the IoT formed the basis of many discussions around digital, organisational and societal transformation. The transformation of people was another important theme, from supporting mental health issues to unlocking the potential of human capital.

Brands as Content Creators

A packed fringe agenda featured events from brands such as Accenture, who produced a daily live show. Bank of America, EY and Refinitiv used their social and digital channels to deliver lively content throughout the week. Many World Media Group members led with a content agenda, such as The Wall Street Journal, which hosted The Journal House again, curating discussions on topics aligned to the seven themes of the main agenda. Media newcomers included Condé Nast’s Vogue, which hosted a networking nightcap in Davos House.

Purpose-Driven Marketing

Will we see Davos’ ‘Youth Activism’ theme translate into purpose-driven marketing campaigns? If previous years are anything to go by, they will trickle down from CEO to the rest of the boardroom and start to manifest in 9-12 months. Two years ago, the themes at Davos were around Women, Gender, Diversity and Equality; it’s no coincidence, then, that we saw an increase in DNI campaigns at Cannes last year. We predict that we’ll start seeing Gen Z-centric creative at Cannes in 2021.

Finally, we couldn’t sign off without mentioning the best-branded swag at the event! Every year, Zurich Insurance provides blue woolly hats and they were everywhere – even featured on posters for the Zurich-sponsored airport WiFi. Zurich gave out 13,000 hats this year and pledged to plant 13,000 trees. It goes to show that merchandise can still be an effective marketing tool if it’s a) useful, b) on-brand, and c) entirely fitting for the environment it’s being shared in.