Stagwell Inc. · NASDAQ:STGW
Stagwell — World Economic Forum 2025
15 slides from Stagwell's conference presentation, January 2025
Slide 1: Future of News
FUTURE OF NEWS WORLD ECONOMIC FORUM JANUARY 2025
Slide 2: Today: Global Business Executives
FUTURE OF NEWS TODAY: GLOBAL BUSINESS EXECUTIVES Sample size & margin of error As part of the Future of News Initiative, Stagwell and HarrisX conducted a global study with CEOs and Board Directors on their +/- 3.1% 1,028 outlook for 2025 how they perceive journalism and the news media, SAMPLING CEOs
Slide 3: Business Executives Do Not Expect Significant Positive Changes in 2025
FUTURE OF NEWS BUSINESS EXECUTIVES DO NOT EXPECT SIGNIFICANT POSITIVE CHANGES IN 2025 Anticipated Changes in 2025 Improve Stay about the same Worsen Global economy 42% 35% 23% Global financial markets 41% 41% 19% Regulatory environment 37% 45% 18% Inflation 36% 35% 29% Geopolitical/military conflict
Slide 4: Global Executives View the Media as Vital
FUTURE OF NEWS GLOBAL EXECUTIVES VIEW THE MEDIA AS VITAL % Agree that News Media… 90% Brings awareness to issues of importance 83% Follow the news closely Gives companies a powerful medium to reach their 82% stakeholders Read an average # of 6 Can influence society positively 81% news articles per d
Slide 5: But Also Point to Clear Issues Undermining Their Trust in News
FUTURE OF NEWS BUT ALSO POINT TO CLEAR ISSUES UNDERMINING THEIR TRUST IN NEWS Top Issues Impacting Trust in News Media Misinformation and "fake news" 45% Sensationalism and bias 39% Political pressure on news organizations 39% Overemphasis on negative or "clickbait" stories 38% Poor separation betwe
Slide 6: Executives Are Firm Proponents of Advertising on News Media
FUTURE OF NEWS EXECUTIVES ARE FIRM PROPONENTS OF ADVERTISING ON NEWS MEDIA Agree/Disagree that… Companies should advertise on news media Advertising on news media is a good investment Agree 14% Agree 13% Disagree Disagree 86% 87% Base: Total (n=1,028) QNE WS3. In general, do you agree or disagree th
Slide 7: Most Say Advertising on News Helps Reach & Influence Stakeholders
FUTURE OF NEWS MOST SAY ADVERTISING ON NEWS HELPS REACH & INFLUENCE STAKEHOLDERS % Advertising on News Media Can Have a Positive Reputational Impact With… General public 88% Political/government leaders 87% Financial investors 87% Regulators 84% Base: Total (n=1,028) QREP4-7. How much of a positive
Slide 8: Executives Want Their Companies to Advertise More on News Media
FUTURE OF NEWS EXECUTIVES WANT THEIR COMPANIES TO ADVERTISE MORE ON NEWS MEDIA % Say Their Company Should Advertise on News Media… 76% More About the same Less Say their company 7% advertises on news media 18% Highest: Brazil 89% 75% Lowest: U.S. 62% Base: Total (n=1,028), Brazil (n=128), U.S. (127)
Slide 9: Business Leaders View Brand Safety as an Industry Standard
FUTURE OF NEWS BUSINESS LEADERS VIEW BRAND SAFETY AS AN INDUSTRY STANDARD 84% 91% Say their organizations Think brand safety protocols use brand safety protocols should be used Base: Total (n=1,028) QNE WS6. Based on what you know, does you r organ ization apply brand safety protocols in your market
Slide 10: But a Majority Do Not Think Brand Safety Should Be Applied Across All News
FUTURE OF NEWS BUT A MAJORITY DO NOT THINK BRAND SAFETY SHOULD BE APPLIED ACROSS ALL NEWS Brand Safety Protocols Should Be… Not used at all Used only on outlets that publish polarizing/provocative news/misinformation Used across all types/sources of news media All 9% 48% 43% Small Company Execs 8% 5
Slide 11: They Say Brand Safety Is Used Too Broadly, Hurting Media & Advertisers
FUTURE OF NEWS THEY SAY BRAND SAFETY IS USED TOO BROADLY, HURTING MEDIA & ADVERTISERS Perceptions of Brand Safety: Overapplied or Underapplied? Overapplied to the point of hurting media outlets Small: 64% and advertisers 31% Medium: 66% Large: 75% Underapplied to the 69% point of harming brand reput
Slide 12: Executives Expect AI to Drive Growth and Job Creation
FUTURE OF NEWS EXECUTIVES EXPECT AI TO DRIVE GROWTH AND JOB CREATION Impact on AI on Business Growth and Jobs Within their Industry Help company grow Not have a significant impact Make it more difficult to grow Over the next 10 years, 75% 6% 19% AI will… Create more jobs About the same number of job
Slide 13: Business Leaders Across Markets Expect AI to Amplify Misinformation
FUTURE OF NEWS BUSINESS LEADERS ACROSS MARKETS EXPECT AI TO AMPLIFY MISINFORMATION Will AI Amplify or Limit Misinformation Amplify Limit Germany 80% 20% UK 70% 30% 65% Canada APAC 70% 64% 30% 36% Think AI will US 63% 37% amplify misinformation Brazil 59% 41% GCC 57% 43% France 56% 44% Base: Total (n
Slide 14: Thank You
FUTURE OF NEWS HOSTED BY > stacwet
Slide 15: Future of News
FUTURE OF NEWS For more information email: Dritan Nesho, CEO@HarrisX.com Alexis Williams, Alexis.Williams@StagwellGlobal.com