RISK, REPUTATION AND REWARD IN 2026
Political volatility, fragmented media ecosystems, rising energy insecurity and the accelerating impact of AI are reshaping how organisations operate across the region of Central and Eastern Europe (CEE region). As uncertainty becomes the baseline, reputation has never mattered more.
Grayling’s Risk, Reputation and Reward 2026 report draws on original research with business leaders across Central & Eastern Europe, combined with expert insight from our regional specialists, to explore the forces that will define reputation, risk and opportunity in the year ahead.
Navigating volatility, trust and transformation in 2026
Central & Eastern Europe enters 2026 facing a uniquely complex mix of pressures.
A dense election calendar, ongoing geopolitical tensions close to home, regulatory uncertainty and economic strain are all shaping boardroom priorities. At the same time, trust in institutions and media continues to fragment, while audiences demand greater transparency, ethical leadership and credible action.
Despite this, business confidence remains resilient. Leaders across the region feel able to navigate disruption but only if they anticipate risk, communicate with credibility and invest in trust.
This report explores how organisations can turn volatility into advantage across political risk, media, AI, consumer trust, energy and sustainability.
CEE business leaders enter 2026 with confidence, but identify clear risks around regulation, reputation, technology and energy:
86%
CEE business leaders feel confident in their ability to navigate threats to their businesses in 2026
30%
cite regulatory and policy changes as a top business risk
49%
say expanding reach across online channels will be their primary media strategy in 2026
62%
are concerned about reputational risks posed by AI
59%
believe reputation strongly influences customer decisions
83%
of CEE business leaders are concerned about rising energy costs and supply instability in 2026
