Why corporate reputation matters more than ever in the age of AI and polarization

"Corey duBrowa spent much of his career advising some of the world's most scrutinized leaders-from Marc Benioff at Salesforce to Sundar Pichai at Google. Now, as CEO of global communications firm Burson, he's helping executives navigate a charged marketplace shaped by AI disruption, ICE activity, and nonstop reputational risk. He explains why reputation remains one of the most powerful (and most misunderstood) assets in business, and how leaders should decide whether, when, and how to speak up."

"100%, Bob. We're in year two of Trump's second presidency. And so, there's renewed protectionism. Certainly, tariffs are one aspect of this. Deregulation, the America First Trade Policy. And so, helping companies to navigate these shifting priorities, and be thinking about global trade, and, frankly, regulatory uncertainty, that's one thing. There's been a global shift to the right. There's a conservative resurgence across Japan, France, Germany, U.K., to name but a few."

Corey duBrowa advised highly scrutinized leaders and now runs global communications firm Burson, guiding executives through heightened reputational pressure. He helps leaders navigate a marketplace reshaped by AI disruption, ICE activity, nonstop reputational risk, and regulatory uncertainty. Reputation is described as one of the most powerful and most misunderstood assets in business, requiring strategic decisions about whether, when, and how leaders should speak. Clients are managing renewed protectionism, tariffs, deregulation, and America First trade policies. A global rightward shift and conservative resurgence across multiple countries are increasing volatility and societal polarization, complicating communications and trade planning.

Read at Fast Company