Davos: Strategic?Opportunity or Diminishing Return for Senior Executives?

For decades, the World Economic Forum in Davos has been a marquee event for senior executives. Its invitation-only exclusivity, breathtaking alpine backdrop, and promise of high-level networking have made it a magnet for business leaders, policymakers, academics and activists, offering a unique space for dialogue on pressing global issues that shape economies, industries, and societies.

However, as the curtain comes down on the 55th year of the conference, the relevance of Davos for today’s executives is increasingly up for debate. Is it still the gold standard for senior leaders aiming to build and protect their corporate reputations—or is its influence beginning to wane?

Unparalleled Networking and Influence

Every January, the picturesque Swiss town of Davos transforms into the epicentre of global thought leadership during the World Economic Forum.?

For senior executives, attending the WEF provides direct access to a curated mix of leaders from business, government, and civil society. The opportunity to engage with peers, potential partners, and key policymakers in a relatively intimate setting is unparalleled. Deals are struck in private meetings, alliances are forged over coffee, and ideas are exchanged in panel discussions that often predict the future of industries. As Kate Spicer drily observed in The Times last week, the WEF’s annual meeting “is like a detox retreat for capitalists”.

The thematic focus on global challenges—climate change, inequality, technological transformation—aligns with the growing demand for corporate leaders to be not just profit-makers but also societal ‘change agents’. Executives can position their companies as responsible players on the world stage, demonstrating alignment with environmental, social, and governance (ESG) principles. For businesses keen on influencing global policies or showcasing innovative solutions, Davos offers an irreplaceable platform.?

Shifting Dynamics: Rising Criticism and Questionable Impact

But for all its prestige, Davos has not been immune to criticism: sceptics argue the forum has devolved into nothing more than a “talking shop,” where grand declarations are made but rarely followed by measurable action - grandiose pledges frequently falling short of implementation.?

And as global problems become more urgent and visible, this growing impression has left some questioning Davos’ value, particularly for executives and stakeholders prioritising results over rhetoric.

Moreover, the exclusivity that makes Davos attractive to many also raises concerns. In an age of transparency, accountability, and growing distrust of elites, the optics of executives networking in a luxurious ski resort can fuel criticism. For some companies, particularly those grappling with reputational challenges, being seen at Davos might exacerbate perceptions of being out of touch with everyday realities - not to mention the inevitable carbon footprint that attendance might bring.?

The digital transformation accelerated by the pandemic has raised questions about the necessity of physical gatherings like Davos. Virtual events and platforms now provide global executives with alternatives to connect, share ideas, and collaborate without the logistical challenges or environmental harm of international travel.?

Furthermore, younger leaders and startups may find Davos less relevant to their agile, grassroots approach to problem solving. As new platforms emerge to democratise global dialogue, the exclusive nature of Davos risks alienating a generation of leaders driving innovation.?

Balancing the Risks and Opportunities

For executives, the decision to attend Davos should no longer be automatic. Instead, it must be guided by a clear strategy. Those who find value in the event might typically approach it with three key considerations in mind:?

1. Aligning Presence with Purpose: Attendance must be tied to authentic commitments. Announcing initiatives at Davos is a double-edged sword—companies must be ready to back their words with actions to avoid accusations of greenwashing or empty PR.
2. Leveraging Media Effectively: Davos is a media magnet, and executives can use this to amplify positive messages. Proactively shaping narratives and engaging with journalists ensures that a company’s participation is framed as substantive rather than symbolic.
3. Focusing on Relationships: While the panels and speeches draw headlines, the true value of Davos often lies in private conversations. Executives who prioritise building and strengthening relationships over basking in the spotlight often gain the most long-term benefit.

Reinventing Relevance

Davos remains a powerful tool for senior executives, if used strategically. Its relevance has shifted, no longer guaranteeing value through mere attendance. Instead, leaders must approach it as part of a broader strategy to build and protect corporate reputations.?

In a world where trust is fragile and authenticity is paramount, the way an executive participates in Davos—or chooses not to—can speak volumes about their commitment to being a genuine force for good.?

By focusing on outcomes over optics, senior leaders can ensure that their time in Davos strengthens their corporate reputation, rather than leaving it open to question.?

By Benedict Moore-Bridger, Head of News at Lexington

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With top-level contacts throughout government and the media, Lexington is a strategic consultancy with considerable expertise in delivering positive change for businesses and organisations around the world, protecting reputation through crises, and developing campaigns that lead the conversation to enhance corporate and commercial objectives.?

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