As we begin 2026, one thing is already clear: organisations will continue to operate in a polycrisis as technological disruption, economic uncertainty and reputational risk collide. AI is reshaping experiences at speed, crises are unfolding in real time, and consumers are navigating a world that feels increasingly uncertain. In this environment, the brands and organisations that perform best are not those chasing every new tool or trend, but those with a clear sense of who they are.

A distinct signal can be seen in the data from our 2025 UK Reputation Index. Companies that are grounded in a clear sense of who they are will be better equipped to adapt, recover and lead amid change or uncertainty. Authenticity is not a positioning statement. It is the discipline of acting consistently, especially when conditions are challenging.

Authenticity provides clarity. It enables organisations to make confident decisions rather than reactive ones, and it helps consumers understand what a company stands for even as the world around it shifts.

At The Harris Poll UK, a Stagwell company, we’re continually engaging with leaders and innovators across the financial services sector to understand how technology is reshaping both opportunity and expectation.

At the recent Financial Services AI & Innovation Forum on 30 September, one theme came through loud and clear: artificial intelligence is no longer a future opportunity — it’s reshaping business realities today.

For financial services (FS) companies, the challenge is not whether to embrace it, but how to do so responsibly, effectively and in ways that truly deliver value to employees and customers.