PR Trend Monitor 2026: Take a Stand—But Only When It Makes Sense

Corporate Attitude Communication: Yes—But Selectively

Companies in Switzerland and Germany do take a stand in their communications—but usually only when the risks remain manageable. This is the finding of the latest PR Trend Monitor 2026 by news aktuell, a subsidiary of dpa, and the P.E.R. Agency. A total of 302 PR professionals and executives from companies and organizations in Switzerland and Germany were surveyed as part of an online survey conducted in February 2026.

One finding stands out in particular: More than half of the respondents say that nothing has changed in terms of communication about attitudes over the past two years. Just under a third even report that it has intensified.

Climate Change Takes Center Stage, International Conflicts Avoided

When asked which issues their companies are currently taking an active stance on, communications professionals most frequently cite climate and sustainability issues (44 percent). These are followed by diversity and inclusion (34 percent) and democracy and fundamental political values (30 percent). Just under a quarter (23 percent) mention racism and anti-discrimination. About one in five respondents cite social justice (19 percent) and LGBTQIA+ issues (17 percent). Migration and integration (13 percent) and crises and international conflicts (11 percent) rank at the bottom of the list. Just under a quarter (23 percent) do not actively communicate on any of the topics mentioned.

At the other end of the spectrum—that is, among the topics about which companies are particularly reluctant to communicate—crises and international conflicts rank first at 19 percent. These are followed by topics related to sexual orientation and identity (LGBTQIA+, 12 percent), migration and integration (10 percent), and racism and anti-discrimination (8 percent). Democracy and fundamental political values (7 percent), diversity and inclusion (6 percent), social justice (6 percent), and climate and sustainability issues (3 percent) are avoided less frequently.

A good fifth (21 percent) of respondents say their company is not particularly cautious on any of these issues. At the same time, 10 percent say they generally exercise caution on all sociopolitical issues.

Restraint Is Often Formally Enshrined

In many companies, this reluctance is also institutionalized, either formally or informally: Just under two-thirds (61 percent) of respondents state that their company has formal, informal, or topic-specific guidelines requiring them to refrain from communicating on social or political issues. One-third (34 percent) are unaware of such guidelines.

Little Change in Corporate Communication on Corporate Governance

Attitudes toward this issue have changed very little over the past two years. Twenty-nine percent of PR professionals say their companies are now communicating significantly or somewhat more actively and visibly on social and political issues than they were two years ago. Half (52 percent) see no change, while 14 percent report that communication has become somewhat more reserved. Only three percent say they are communicating significantly more cautiously than they did two years ago.

A claim to neutrality as the most common reason for a lack of positioning

There are many reasons why companies refrain from taking a stand. The most commonly cited reason is that taking a position would not align with the company’s values or its commitment to neutrality (40 percent). This is followed by the desire to avoid giving critics a target (27 percent) and opposition from management (23 percent). Other reasons cited include concern about economic consequences and a negative public sentiment (10 percent each). Cited by 9 percent each are the fear of causing unrest within the company, the fear of striking the wrong note, and the fear of social media backlashes or negative media coverage. Just under a third (29 percent) say they do not know the reasons.