A wake-up call for leaders who still treat reputation as a “communication luxury”: the reality shows otherwise
Bucharest, 27 November 2025. Aon emphasizes, through its latest Global Risk Management Survey 2025, which gathered insights from nearly 3,000 business leaders across 61 countries, including Romania, that in an increasingly volatile and interconnected economic environment, organizational reputation is perceived as a strategic asset – yet one that is highly exposed to risks. Damage to reputation or brand remains among the top global risks, ranking eighth internationally, in a classification where cyberattacks and data breaches – still dominating the top positions and signaling that technological advancement brings not only opportunities but also growing risks – along with operational disruptions and economic slowdown, occupy the first three places.
The Top 10 also includes legislative and regulatory changes, increased competition, variations in raw material prices, dysfunctional supply chains, geopolitical volatility – first in this hierarchy – and lack of liquidity.
This configuration of risks reflects an interdependent, highly dynamic reality in which reputation is no longer a peripheral element but an integral part of a company’s resilience.
A significant aspect highlighted by the study is the intensification of competition among companies from various regions, benefiting from different economic and legislative contexts. Competition from products originating in countries where electricity costs are lower or where the regulatory framework is more favorable – through subsidies, support policies, or more flexible regulations – places additional pressure on companies’ commercial and financial stability.
Geopolitical volatility is also on the rise, yet most companies remain unprepared: only 14% of respondents monitor exposure to their top 10 risks, and only 19% use analytics to assess the value of their insurance programs. These findings underscore the urgent need for companies to rethink their risk approach, shifting from reactive measures to proactive, integrated strategies.
Moreover, the study shows that revenue losses associated with the top 10 risks – from cyberattacks and data breaches to supply chain disruptions, geopolitical volatility, or climate risks – can be significant,
varying by industry and company size. Nevertheless, the level of preparedness remains insufficient: many companies do not systematically monitor exposure, lack well-defined crisis scenarios, and do not use sufficient analytical tools to quantify potential impact, underscoring the urgent need for proactive, integrated risk management strategies.
“In Romania, we observe a growing awareness of reputational risks, but the level of preparedness among companies remains insufficient. Many still do not systematically track exposure to key risks or use dedicated analytics to evaluate their insurance programs, which underscores the need for more proactive and integrated strategies,” says Eugen Anicescu, CEO of Aon Romania.
The Aon report draws attention to major factors contributing to reputational exposure: the escalation of cyberattacks – becoming increasingly frequent and sophisticated due to the use of artificial intelligence – heightened ESG expectations (environment, governance, diversity, equity, and inclusion), and rising public distrust in institutional leaders. In a landscape where any decision or statement by a leader can go viral within seconds, authenticity, tone, and response speed become essential for maintaining public and business partner trust.
Although only 9% of participating companies reported direct losses from reputational events in the past year, more than half claim to have a response plan in place; however, only 12% of respondents have managed to effectively quantify reputational risk within their management plans, indicating a lack of clear tools and established methodologies for managing this type of risk efficiently.
The Aon study also highlights the urgent need to integrate reputational risk into corporate governance structures and business strategy – not merely as a communication component, but as a factor with direct impact on financial performance, investor relations, talent retention, and long-term stability.
“Quantifying reputational risk, together with implementing robust risk management practices, creates a solid foundation for protecting a company’s most valuable assets. In a world where information circulates instantly and a single crisis can erode customer, partner, or investor confidence, companies that actively measure and manage these risks can react quickly, limit financial losses, and protect their brand and reputation in the long term. This is not just a PR matter – it is an essential strategy for business continuity and maintaining competitiveness in an increasingly volatile environment,” states Eugen Anicescu.
The perception of reputational risk is shifting: respondents estimate that by 2028, it could fall to nineteenth place. However, within the same timeframe, competition is expected to climb into the Top 3 global risks, geopolitical volatility to rise into the Top 5, and artificial intelligence to enter the Top 10 – reflecting the impact of rapid technological transformation on business stability.
The gap between companies’ perceptions and the actual complexity of the global context raises serious questions about their preparedness for crises that can erupt quickly and escalate rapidly through technology, social media, and increased stakeholder pressure.
The report also highlights the need for cross-functional collaboration within companies – from communications and IT to legal, human resources, and risk management – for an integrated and
anticipatory approach. Real-time monitoring of public sentiment, crisis scenario planning, communication transparency, and continuous investment in trust-building become essential for companies aiming to remain competitive and relevant in an ever-changing environment.
“In Romania, financial losses associated with major risks can be significant, and managing them is no longer merely a formality. Implementing robust risk assessment and prevention practices is essential for protecting businesses and ensuring operational continuity,” adds Eugen Anicescu, CEO of Aon Romania.
In a world where a single viral post can trigger a significant crisis, rapid, authentic, and coordinated response capabilities become a strategic differentiator. The Aon study thus serves not only as an alarm signal but also as a practical tool for leaders who understand that reputation is not a PR ‘luxury’ but a vital pillar of organizational sustainability and continuity.
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About Aon Romania:
Aon Romania is the local subsidiary of Aon plc (NYSE: AON), the global leader in providing risk management solutions, insurance and reinsurance brokerage, human resources consulting, and outsourced services. Aon plc delivers the highest-quality services to its clients by combining innovative and efficient risk solutions with the technical expertise of its global resources. Multiple industry sources have repeatedly recognized Aon plc as the world’s best broker, best insurance intermediary, best reinsurance intermediary, best employee benefits consultant, and best captive manager. Visit aon.com for more information about Aon.
Aon Romania is one of the most essential insurance brokers in Romania, offering professional services to commercial companies and financial institutions. Aon develops data-driven strategies delivered by experts that reduce clients’ volatility, helping maximize performance.
