Knit reputation into your organisation’s fabric

The Future of Reputation 2030 report released recently by @SenateSHJ makes a clear call to action for leaders.

Trust and accountability are no longer optional. Reputation must be governed, measured and lived.

Here’s what that means in practice, especially in an era of misinformation and AI‑driven noise:

-Your behaviour matters, in every moment. Saying the right thing isn’t enough; leaders must show it through consistent action.

-Don’t push reputation responsibility down the org chart. Executives and boards must treat reputation like financial or risk performance, with clear ownership at a senior level.

-Human connection still matters most. Strive for connection over perfection when you communicate. AI produces sterile, too-perfect content. Be a strong contrast by treating every interaction as part of a relationship – whether that’s with your team or with external audiences.

Leadership in 2026 is about building systems that telegraph values in everyday behaviour. People quickly see through tokenism and generic messaging.

Reputation is something you engineer into the very ways your organisation thinks, communicates and leads.