What the World Economic Forum’s Global Risk Report means for communications professionals in 2024

By Laura Price

Thursday 18th January

Released for its annual meeting at Davos, the World Economic Forum’s (WEF) Global Risk Report 2024 paints a concerning picture of the world over the next decade. Environmental risks, societal polarisation, economic uncertainty, and geopolitical tensions look set to cast a long shadow over our collective future. However, this is not a landscape of inevitable doom, but one brimming with both challenges and opportunities for communications professionals to step up and play a crucial role in shaping a more sustainable and resilient world.

Environmental peril takes centre stage

Environmental risks dominate the report’s agenda, with extreme weather events, biodiversity loss and the potential breaching of critical climate tipping points posing the most pressing threats. These are not isolated concerns, but rather interconnected dominoes with the potential to trigger cascading impacts on all aspects of society, from food security and infrastructure to public health and political stability. The urgency of addressing these environmental challenges cannot be overstated, and communications professionals must be at the forefront of raising awareness, advocating for effective policy solutions and fostering collective action.

A fractured society grapples with misinformation

Growing societal polarisation and the proliferation of misinformation threaten to erode the very fabric of our communities. Echo chambers amplify pre-existing divides, while disinformation campaigns sow discord and distrust, undermining democratic institutions and exacerbating conflict. Communications professionals, including those working in the media and government, have a critical role to play in combatting misinformation by promoting reliable sources, fact-checking initiatives and data-driven storytelling. They must also act as bridge builders, facilitating dialogue between diverse communities and fostering empathy and understanding across ideological divides.

Economic strains bite deepest for the vulnerable

Rising costs of living, inflation and the potential for economic downturns will pose significant challenges, particularly for the most vulnerable populations. Clear and effective communication about these complex economic issues is essential to maintain public trust and stability. The media has a responsibility to help translate complex economic data into accessible language and visuals, to ensure everyone has the information they need to make informed decisions and navigate these challenging times.

A fragmented world navigates technological advancements

A fragmented global order, coupled with rapid technological advancements, creates a precarious landscape of both opportunity and risk. New technologies like artificial intelligence (AI) offer immense potential for progress, but also raise ethical dilemmas and pose novel security threats. Communications professionals must navigate these complex geopolitical landscapes, advocating for responsible technology use and promoting public debate on the ethical implications of these advancements.

Building a more resilient future

Despite the challenges outlined in the WEF report, there are also glimmers of hope. Local initiatives, investments in resilience and international collaboration can all contribute to mitigating risks and building a more sustainable future. Public Relations professionals can play a vital role in this collective effort by communicating risk information effectively, raising awareness about potential threats and promoting preparedness measures at all levels. They can also act as storytellers who inspire action, the knowledge brokers who bridge divides, and the advocates who champion responsible solutions.

The Global Risk Report 2024 presents a stark picture of the challenges we face, but it also highlights opportunities for action. Those working in communications, public and regulatory affairs and the media have a critical role to play in shaping a more sustainable and resilient future. By focusing on fact-based communication, bridging divides, and advocating for responsible technology use, we can help mitigate risks and build a better world for all.


If you would like support to develop a strategic communications plan for any of the challenges outlined above, please get in touch with the Pagefield team at hello@pagefield.co.uk. We support a range of high-profile, diverse and international organisations with high-impact communications solutions to complex business challenges.

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