Annabel Kerr, Director of Technology
Even as the world appears to be fragmenting, businesses have never been more interconnected.
Geopolitical tensions, diverging regulatory practices and the competitive pace of technological change all point towards a more complex and divided global landscape. And yet the systems organisations rely on – data, infrastructure, supply chains and more – are increasingly interdependent. Issues arising in one area can quickly (and often surprisingly) cascade across the business.
For technology leaders, and the communications professionals who support them, 2026 will be defined by this tension. Helping customers navigate it will require strategies that reflect how tightly connected today’s risks and opportunities really are, despite the fragmenting operating landscape – in other words, taking as holistic an approach as possible.
Volatility as the new operating environment
Industry analysts have been clear about this year’s direction of travel. Gartner’s 2026 Top Strategic Technology Trends highlight how disruption is accelerating, with shocks emerging faster and from more directions than ever before. Security, regulation, geopolitics and technology capability no longer operate in neat, separable lanes – and any related disruption rarely appears (or remains) where organisations expect it.
In this environment, “the only certainty is uncertainty” is less a cliché and more a practical reality. For IT decision makers, this makes prioritisation incredibly difficult: when everything feels under threat of disruption, ranking actions becomes a significant strategic challenge.
What holistic thinking really means
Responding to this complexity with a holistic approach does not mean doing everything at once. Holistic strategy is often equated to large-scale action, when in reality it is about systems thinking.
A holistic approach recognises that technology decisions seldom exist in isolation. Deploying AI capability, for example, will have a knock-on impact for security, data governance and trust. Similarly, infrastructure decisions now have far-reaching consequences for data sovereignty, regulatory exposure and resilience.
Of course, it is impossible to map every consequence given the pace of change. But holistic thinking doesn’t require perfect foresight – just an understanding of this interdependence and a willingness to address second- and third-order effects proactively.
Organising for interconnected risk
Many organisations are already adapting their technology strategies in response to this interdependence. Cross-functional teams are becoming more common, while dedicated accountability for areas such as AI governance, resilience or regulatory readiness reflects a recognition that today’s challenges cut across traditional silos.
Implications for technology PR: proactive thought leadership in a complex world
For technology providers, the evolving customer environment fundamentally reshapes what effective thought leadership looks like.
Moving beyond single-issue narratives
Narrow commentary feels increasingly disconnected from the reality customers and stakeholders are facing. Buyers are balancing innovation with compliance, speed with resilience, and opportunity with risk. Thought leadership that acknowledges these tensions shows real-world understanding and maturity.
Thought leadership as strategic signalling
Holistic perspectives allow technology providers to position themselves as long-term partners, not just one-time vendors. Intelligent commentary on related issues such as data sovereignty or security demonstrates an awareness of the broader ecosystem in which the customers’ technology operates.
Cross-functional insight as a differentiator
Compelling thought leadership increasingly draws on perspectives from across the organisation. CTOs, CISOs, legal teams and sustainability leads all have insights that influence technology decision-making today. For communications teams, the value lies in combining these insights into clear, holistic narratives – vs. amplifying a single voice.
Holistic thinking as a competitive advantage
Global fragmentation isn’t going away.
Technology businesses will need holistic, pragmatic strategies to remain relevant and trusted. Those that can articulate how innovation, risk, regulation and responsibility intersect will be better placed to shape market conversations – rather than being shaped by them.
For comms professionals, this is an opportunity to be strategic partners, not just messengers – helping our clients offer a broader perspective within their thought leadership, while also delivering targeted messaging.
Are you ready to tackle that balancing act? If not, we’d love to talk.