17.30 - 18.15 CET
Standing Still Is Not an Option: Why Soft Power Is Key to Reimagining Economic Growth
As global competition intensifies and traditional growth models are challenged, influence - not force - is increasingly shaping the future of prosperity. This fireside session explores how soft power - from culture and creativity to trust, reputation, and global appeal - is emerging as a critical driver of sustainable economic growth.
Building on the launch of the Global Soft Power Index 2026 earlier in the day, this discussion will examine how nations and organisations can move beyond static strategies and actively leverage ideas, values, and innovation to attract investment, talent, and opportunity in an increasingly connected world.
Designed for nation brand practitioners and business leaders, the session will offer practical insights into how soft power can be translated into measurable economic impact, supporting long-term competitiveness and resilience.