Davos 2026: S4Capital’s Martin Sorrell says Trump likes turmoil, adds it's a 'turbulent' time for businesses
Speaking at the World Economic Forum in Davos 2026, S4 Capital founder Martin Sorrell highlighted the growing uncertainty businesses face amid global political and economic shifts. He noted that former US President Donald Trump appears comfortable operating in unstable environments, which has added to the sense of unpredictability for companies worldwide. Sorrell described the current phase as unusually volatile, with businesses struggling to plan long-term strategies due to sudden policy changes, geopolitical tensions, and market fluctuations. He stressed that leaders must now focus more on adaptability, speed, and resilience rather than relying on traditional forecasts. According to Sorrell, digital transformation, cost efficiency, and flexible decision-making are becoming critical survival tools. He also pointed out that consumer confidence and investment decisions are being influenced by political rhetoric and uncertainty. Overall, Sorrell warned that businesses must prepare for continued disruption rather than expecting stability to return soon.
The Key points
- Martin Sorrell spoke at Davos 2026 on global business challenges.
- He described the current period as highly turbulent for companies.
- Political uncertainty is impacting business confidence worldwide.
- Donald Trump’s leadership style thrives amid instability.
- Sudden policy shifts make long-term planning difficult.
- Geopolitical tensions are influencing markets and investments.
- Businesses must prioritize agility and fast decision-making.
- Digital transformation is essential for competitiveness.
- Cost control and efficiency are becoming more important.
- Companies should prepare for ongoing disruption, not short-term relief.
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