85% of business decision-makers are confident in growth

According to the report titled Risk, Reputation and Reward in 2026, 62% of business leaders worldwide believe that they will face significant risks in their business activities this year, while nearly 85% are very or somewhat optimistic about their business’s growth prospects.

The most optimistic are those in the UK, Spain, Germany and the US. The report features exclusive cross-sector research, exploring the views of industry leaders and experts in an increasingly complex and rapidly changing environment. The research participants include board-level executives, CEOs and partners from industries including IT, technology, finance, energy, retail, healthcare and media.

The report highlights the growing concern among business leaders about the risks and instability facing their businesses, caused by geopolitical tensions, new government regulations, technological transformation, the introduction of artificial intelligence and changing expectations from consumers and decision-makers. It also identifies key trends and opportunities for businesses in the areas of government, media, consumer confidence, artificial intelligence, energy and sustainability.

CEE trends: unstable environment, optimistic leaders

Business leaders face increased risk: 31% of business leaders in the Central and Eastern European region, while 50% in Hungary, name geopolitical conflicts as the main threat in 2026. This is followed by changes in government regulations and policies (30% CEE, 20% HU) and financial pressures (30% CEE, 20% HU). At the same time, a large majority (86% CEE, 90% HU) are confident in their organization’s adaptability.

Technological transformation and artificial intelligence are the top concerns: A significant proportion of leaders (62% CEE, 70% HU) see AI or technological change as the biggest potential risk to their business, but similar to the rest of the EU, CEE countries also have high confidence in the use of artificial intelligence in the workplace.
Media and reach are constantly changing: A large proportion of leaders (49% CEE, 60% HU) are focusing on strengthening digital platforms, while fewer (CEE 19%, HU 0%) believe that traditional print and online media are the most effective channels. The majority of respondents believe that short-form content, podcasts and platform-specific content are becoming key tools in building credibility and reach.

Reputation influences business decisions: 59% of regional executives, compared to 20% of Hungarian executives, say that reputation has a direct impact on business results, while the most important factors influencing trust include customer reviews and ratings (CEE 53%, HU 50%), ethical behavior (CEE 35%, HU 40%), and transparent communication (CEE 29%, HU 50%).
Energy and sustainability challenges persist: A significant proportion of business decision-makers (CEE 83%, HU 80%) cite rising energy costs and supply chain volatility as key operational challenges, while many (CEE 39%, HU 50%) highlight environmental sustainability and diversity as priorities for corporate communications, largely driven by government regulations.

“Across Central and Eastern Europe, including Hungary, businesses are navigating an increasingly complex environment where geopolitical tensions, economic pressures and technological transformation are redefining the meaning of building and protecting reputations. The findings of Grayling’s 2026 Global Trends Report highlight that success in the coming years will belong to those who demonstrate transparency, act with credibility and strike a balance between innovation and social impact. In a region that has always been built on adaptability, companies have a unique opportunity both at home and in the region to turn risk into long-term business advantage and return”

– highlighted Eszter Szőke, Managing Director of Grayling Hungary.

“Geopolitical risks, infrastructure constraints and changing