News and Insights
Dispatch from Semafor World Economy: Soft Power is the New Hard Currency
May 5, 2026
Last month, I attended Semafor World Economy as a member of the inaugural cohort of Semafor World Economy Principals.
Semafor World Economy is the largest annual gathering of CEOs in North America, and it was energizing to connect with leaders shaping conversations around the global economy, including CEOs, policymakers, journalists, and thought leaders.
Amid these high-level dialogues about what’s next for U.S. and global policies around business, technology, energy, philanthropy, and more, one theme that broke through is the growing importance of soft power, a human-centric approach to influence that is difficult for AI to replicate. Three insights from the stage stood out:
- Humanity is the new luxury: JetBlue CEO Joanna Geraghty argued that in the age of AI, brands that lead with kindness and integrity stand out – and perform better.
- Taste is a core skill: Condé Nast CEO Roger Lynch made a case that taste is the ultimate filter as AI floods the world with information, presenting an opportunity for legacy tastemakers to fill the gap as cultural gatekeepers.
- The workplace needs collaborative innovation: Jimmy Iovine and University of Southern California president Beong-Soo Kim highlighted the need for a broader, more transdisciplinary approach to education that bridges the gap between liberal arts and business.
The takeaway is that whether you’re a nation, a company, or an individual, soft power is key to wielding influence. Humanity, creativity, and innovation are core differentiators.
In the new world economy, soft power is becoming the new hard currency.
Language is a powerful conduit of soft power, and at FINN Partners, we help clients to navigate the rapidly evolving information ecosystem to break through the noise, tell compelling stories, and leverage communication to shape a better future.
Get in Touch
We’d love to talk with you about how your organization is leveraging soft power for maximum impact and how we may be able to help. Contact the Global Public Affairs team at pateam@finnpartners.com.
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