Zeno Thinks: Global Comms at a Crossroads - Legacy, Values & Power in a New World Order
Set against the backdrop of a fractured world order and de-globalising economies, the conversations at the Page International Exchange were urgent, provocative and future-facing. But most of all hopeful!
There was a quiet, powerful thread that ran through the event: many of the most resilient, future-facing businesses today are still family-founded. That means long-term perspective. Strong-held values. And a sense of responsibility beyond shareholders. This deeply resonated with me on a personal level and also professionally - being employed by Zeno Group - part of one the world’s largest independent, family-run communications agencies.
It’s taken me a few days to process, but here are some of my key takeaways that will continue to shape my thinking in the months ahead.
1. Understanding Europe’s geo-cultural edge in global business
The policy and cultural gap between European and US businesses is expanding. While US business culture in the media is often portrayed as chasing the ‘tech solution’ or ‘brand hero’ narrative, European companies are quietly leaning into policy alignment, human context and local narrative. For communicators, this means adapting messaging architectures, values alignment and proof points, not just translating campaigns.
From Ahold Delhaize to COFRA’s multigenerational governance, European founded firms throughout the Page event showed how a long-view leadership position on sustainability, is reshaping the role of communications, not for optics, but for outcomes. While in some markets business moves fast and loud, many global businesses with European HQs are focused on moving deep and deliberate. There’s strength in systems thinking, patience, and cultural fluency. And it’s where global comms must evolve from blanket campaigns and perspectives to geo-cultural orchestration and impact.
2. The globalisation era is ending. What comes next is regional resilience
Sessions from ASML and Booking.com highlighted the policy pressure and digital risk shaping business today. From the EU Green Deal to cybercrime and AI ethics, regulatory reality is defining reputational equity. The comms challenge? Balancing global reach with local alignment and building internal and local consensus fast. Including when you are faced on your home turf in a battle of words. For Goodyear, this was with a President, significant customer and supposed ally. In this market, friends can become foes very fast indeed.
3. When values are real, they create trust. When they’re not, they erode it
Family businesses like COFRA and global brands like Heineken and Goodyear showed that values aren’t window dressing. They’re strategic infrastructure enabling companies to take a stand on what matters most without becoming polarised. At Zeno, our Human Project research helps brands navigate this space by connecting to what real people truly care about, beyond the algorithms and headlines - human connection. With over a decade studying the shifting global landscape of values - this has never mattered more.
4. AI is a tipping point for the transformation of internal comms teams
AI isn’t about content volume. It’s about creating space for strategy, foresight and precision. The future comms function must blend data fluency with narrative power – and equip teams to pivot from ‘delivering messages’ to building reputation ecosystems.
From ASML’s ethical AI communication to Booking.com’s crisis readiness, the call was clear: AI is no longer future-talk it’s a present disruptor. But the opportunity isn’t just automation. It’s repositioning the comms function as an intelligence engine anticipating risk, shaping policy, and earning attention. Page’s functional excellence benchmarking for internal teams is a great start, but the reinvention must be bold. Zeno is also reengineering its teams to deliver not only world-class storytelling, but boardroom-level strategic counsel, helping clients navigate risk, regulation, innovation and reputation.
5. The new Chief Communications leader is a power broker, not just a storyteller
This is something we have been talking about at Zeno in light of our new Allies & Advocates approach. At the Page event this topic came through powerfully. From cultural institutions like Het Scheepvaartmuseum to corporate players like Signify and Nouryon. Today’s communicators sit at the table not just to craft narratives, but to forge new alliances across policy, society, and employee and community activism. Legacy brands, especially family-run or values-rooted ones, are uniquely placed to lead here, because they have something more powerful than budget: trust.
