12.30 - 13.15 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.
The session will feature a fireside discussion with Former Prime Minister of Canada, The Rt. Hon. Justin Trudeau, and Her Excellency Sarah Bint Yousef Al Amiri, Minister of Education of the United Arab Emirates, moderated by David Haigh, Chairman & CEO of Brand Finance.
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.
Justin Trudeau’s tenure as Canada's 23rd Prime Minister coincided with a period of unprecedented global challenge and change.
After leading the third-place Liberal Party of Canada to a historic majority government in 2015, Trudeau set about delivering an ambitious agenda that included appointing Canada’s first gender-balanced cabinet, lifting more than 435,000 children out of poverty through the Canada Child Benefit, launching a national $10-a-day childcare program, advancing Indigenous Reconciliation, and taking robust action to fight climate change, including through policies that attracted investment in clean economic growth and jobs.
Confronted with a series of global economic and security shocks, including Russia’s full-scale invasion of Ukraine and the COVID-19 pandemic, Trudeau worked to address international and domestic issues through bold, decisive action while continuing to deliver on a progressive vision for Canada. The former Prime Minister has amassed powerful insights into societal resilience, high-stakes international diplomacy, the promotion of shared economic growth, and driving meaningful, lasting change.
Before entering politics, Trudeau studied literature at McGill University, completed the University of British Columbia's education program, and spent several years teaching in Vancouver. He also served as the Chair of Katimavik, on the board for the Canadian Avalanche Foundation, and as an advocate for youth and the environment, taking part in events and conferences around the country.
Trudeau has received numerous international awards including the Atlantic Council's Global Citizen Award, National Geographic's Planetary Leadership Award, and Rotary International's Polio Eradication Champion Award. The proud father of three, Trudeau delivers presentations that combine pragmatic governance insight with an inspiring vision for stronger communities.
David is the Chairman of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.
David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.
David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.
David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).
Her Excellency Sarah Al Amiri was appointed Minister of Education of the United Arab Emirates in July 2024. In this role, she oversees the development of educational policies and strategies in line with national aspirations. Her efforts aim to enhance the quality of educational outcomes and boost the efficiency and global competitiveness of the country’s educational sector.
Prior to this, Her Excellency served as Minister of State for Public Education and Advanced Technology, and Chairperson of the Emirates Schools Establishment from 2022 to 2024. During this time, she led the development of the public education sector in more than 500 schools across the UAE. She focused on improving the effectiveness of public schools, building the capacities of academic and administrative staff, and incorporating advanced sciences and technology into the public education system.
Her Excellency also chaired the UAE Space Agency from 2020 to 2024, where she oversaw the National Space Strategy 2030. Under her leadership, the agency achieved significant milestones that cemented the UAE’s presence at the forefront of global space exploration.
From 2020 to 2022, Her Excellency held the post of Minister of State for Advanced Technology, having initially joined the federal government in 2017 as Minister of State for Advanced Sciences to spearhead the UAE’s science and technology portfolios. During her tenure, she led numerous programmes and initiatives aimed at supporting the scientific community, building a robust research and development ecosystem in the UAE, and expanding the use of technology across various sectors.
Her Excellency has also served in several leadership positions, including Chairwoman of the Emirates Scientists Council (ESC), Chairperson of the UAE Council for the Fourth Industrial Revolution, and Chairwoman of the Board of Trustees of Dubai Future Academy. She began her professional career as a software engineer in the UAE’s space industry and progressed through the ranks to lead pioneering projects such as the Emirates Mars Mission (Hope Probe) and the UAE Satellite Programme, contributing significantly to the growth of this strategic sector in the UAE.
Her Excellency Sarah Al Amiri holds a bachelor’s and a master’s degree in Computer Engineering from the American University of Sharjah (AUS).