Business leaders in Romania face high risks but are the most optimistic in the CEE about the resilience of their businesses: almost half (47%) see government regulations or policy changes as the main threat to their business in 2026, but all (100%) say they are confident in their organization's ability to adapt, a new Grayling report shows.
Profound transformations in technology and artificial intelligence are perceived as major challenges: 13% of leaders see AI or technological change as the biggest risk to their business, and more than half (53%) express concern about ethical use, data protection and reputational impact.
At the same time, media and influencing mechanisms are evolving: 401TPTP3T of Romanian business leaders prioritize expanding their online presence, compared to 131TPTP3T who believe that traditional media remains the most effective channel. Short-form content, podcasts and content creators on digital platforms are becoming essential tools for building credibility and authority.
Reputation influences business decisions: two out of three business leaders (67%) say reputation has a direct impact on financial results, and the main factors influencing trust include user reviews and comments.
At the same time, energy and sustainability continue to generate significant pressures: almost 9 out of 10 business leaders (87%) point to rising energy costs and supply volatility as the main operational challenge, and almost half (47%) consider sustainability among corporate communication priorities, mainly in response to government policies.
4 out of 5 global business leaders are betting on growth in 2026, says Grayling “Risk, Reputation and Reward” report”
Nearly two-thirds (62%) of business leaders anticipate an increase in threats to their companies in 2026, but more than 4 in 5 (85%) remain optimistic about their organizations„ growth prospects, according to global multi-sector research by Grayling among top executives in IT, finance, energy, retail, healthcare and media. The data is part of strategic communications and public affairs agency Grayling's annual ”Risk, Reputation and Reward" report, which analyzes global trends in reputation, trust and decision-making in an increasingly volatile business environment.
The report highlights the growing concern among business leaders about the risks and instability facing their companies amid geopolitical tensions, new government regulations, technological transformations, the adoption of artificial intelligence, and the redefinition of customer and partner expectations. It also identifies key trends and opportunities for companies in areas such as corporate governance, media, consumer trust, artificial intelligence, energy and sustainability.
Geopolitics and regulation
The global political context remains marked by uncertainty. Ongoing conflicts, geopolitical tensions and regulatory volatility are affecting supply chains and amplifying pressures on operational costs. Against this backdrop, leaders need a strategic approach and a long-term vision to navigate this climate of uncertainty.
• Schimbările în politicile publice şi de reglementare sunt principalul risc perceput de mediul de afaceri din România (47%).
• Dezechilibrele comerciale manifestate prin politici tarifare şi instabilitate în lanţurile de aprovizionare sunt al doilea factor de risc major perceput de liderii de business (40%).
Media and public influence
Media fragmentation is redefining how influence is built. Podcasts, content creators and opinion leaders active on digital platforms are increasingly shaping the public agenda. Visibility is no longer enough; credibility, trust and consistency become essential.
• 40% dintre companiile româneşti planifică să îşi extindă prezenţa în social media, iar 27% au în vedere parteneriate cu influenceri din social media.
• YouTube, Linkedin şi X sunt platformele de comunicare preferate, fiecare cu câte 27% urmate de Facebook si Tik Tok, cu câte 20%.
Artificial intelligence
The adoption of AI is growing, with leaders increasingly integrating it into operations and business strategy. But ethical use, data protection concerns and integration with existing systems remain the main barriers to adoption.
• În timp ce 47% dintre companiile româneşti adoptă AI în proiecte izolate şi sunt încă în etapa de experimentare, alte 20% au reuşit să scaleze tehnologia, iar alte 20% consideră AI-ul un element de diferenţiere şi un avantaj competitiv major.
• 42% din liderii de business consideră dificultatea integrării tehnologiilor AI în sistemele existente şi lipsa abilităţilor ca fiind principalele bariere în calea adoptării AI.
Consumer trust and brand loyalty
Reputations are becoming increasingly fragile. Customers increasingly pay attention to supply chains, sustainability practices, working conditions and ethical standards. Organizations that align their actions with their messages, communicate transparently and deliver people-centric experiences are most likely to retain consumer trust.
• Pentru doi din trei lideri de afaceri români (67%), menţinerea percepţiei pozitive a consumatorilor asupra reputaţiei brandului este una dintre priorităţi în 2026.
• Sustenabilitatea şi protecţia mediului (67%), urmate de politicile de diversitate şi egalitate (40%) sunt principalii indicatori care influenţează percepţia asupra brandului.
Energy and sustainability
Energy costs, grid capacity and supply volatility continue to present challenges for companies. Leaders must integrate sustainability into their core strategy to maintain business credibility and community support.
• Aproape 9 din 10 lideri de afaceri români (87%) se arată îngrijoraţi de impactul pe care majorarea costurilor la energie şi instabilitatea în aprovizionare le au asupra afacerii lor.
• Politicile de diversitate şi sustenabilitate rămân o prioritate pentru mediul de afaceri, aproape jumătate dintre liderii de business români (47%) menținând nivelul actual de implicare, iar 40% planificând intensificarea eforturilor în 2026.
