Business transformation: From buzzwords to business imperatives

In a world that seems to be changing faster than we can keep up with, it’s no surprise that the language — and the reality — of transformation is shifting too. In our latest thematic deep-dive on the biggest issues facing businesses today, we set out to understand how major publishers — those most influential to our clients and audiences — are reflecting and shaping the narrative around business transformation

We didn’t set out to try to answer the unanswerable: “how is the world changing?” But we did want to get a sense of where attention is being placed — what’s up, what’s down, and what’s causing the shift. And crucially, how that might affect the way we respond with thought leadership.

We analysed headlines and themes from tier-one media and strategic B2B publishers, especially in the period following the US election. What we found was a subtle, but important, rebalancing act between the short-term and long-term. The simple answer? Short-term shocks are stealing the spotlight.

For anyone working in strategic content, that matters. Thought leadership isn’t whipped up overnight. It takes time to develop, approve, and publish — so the fact that audience attention is increasingly pulled to immediate events makes relevance more difficult, and mindshare harder to claim.

But it’s also happening alongside a broader shift in how business transformation is talked about.

The evolution of transformation narratives

Our analysis showed that mentions of “transformation” in major publisher headlines peaked between 2019 and 2021 — and have since returned to 2015 levels. That’s not to say transformation has disappeared. If anything, it’s more present than ever. But the way it’s being discussed has evolved. It’s less about labelling something a “transformation” and more about focusing on the forces, outcomes and challenges that drive it.

We see three clear shifts:

1. From explicit to implicit
Transformation is now often assumed, not announced. Instead of trumpeting “digital transformation,” the conversation has shifted to AI, automation, resilience, and renewables. These are the building blocks of transformation, and their rise suggests a more nuanced way of framing change.

For example, AI is growing rapidly as a topic in its own right — far outpacing mentions of “digital transformation”. Likewise, “supply chain resilience” is overtaking “supply chain transformation.” It’s not that change isn’t happening — it’s that the language has become more outcome-driven and precise.

2. From proactive to reactive
We also observed a growing focus on reactive transformation. With today’s turbulent environment, organisations are prioritising defensive strategies — cutting costs, managing risk, and optimising operations — over bold reinvention.

Sustainability is a clear example. Once a poster child of corporate transformation, it’s now under pressure. ESG coverage has dropped, as companies are re-evaluating sustainability roles, and political pressures are reshaping the conversation. That said, the regulatory side of sustainability — particularly in the EU — remains a firm factor at play.

3. From one-off to always-on
This won’t surprise anyone who’s been in the trenches of change: business transformation is no longer a project. It’s a state of being. The data backs it up — mentions of continuous or ongoing transformation have doubled in the last few years.

It’s also becoming more complex. Change is no longer confined to a single department or function. Instead, we’re seeing multi-faceted transformations spanning workforce, tech, supply chains, and commercial models simultaneously. It’s not just digital, or cultural, or operational — it’s everything, all at once.

What’s behind all this?

We explored the most commonly cited influences on transformation across the literature and grouped them into three broad categories:

First, the softer forces — such as brand equity and investor expectations — which continue to shape long-term direction. Sustainability, for instance, remains a key part of how businesses are judged, even if it’s fallen out of the media spotlight. Whether it’s about staying ahead of consumer demand, meeting regulatory expectations, or maintaining reputation, these factors still hold weight.

Then there are commercial pressures — the more traditional catalysts for change. Cost efficiency remains front and centre, especially in today’s economic climate. At the same time, businesses are navigating increased competition and sector convergence, which is reshaping what “advantage” looks like.

And finally, the external landscape, which is becoming harder for organisations to ignore. Geopolitical instability, supply chain fragility, and shifting regulations are forcing businesses to stay agile. The regulatory picture, in particular, is evolving quickly — more fragmented, more unpredictable. The EU’s recent delays to legislation around sustainability and tech reflect this complexity. Still, the underlying momentum — especially around climate policy — remains steady.

Of course, technology continues to reshape expectations. AI is leading the charge, unsurprisingly, but we’re also seeing more focus on emerging frontiers like quantum computing and post-quantum cryptography. Alongside that, the risk landscape is broadening. The World Economic Forum’s multi-horizon risk frameworks paint a picture of escalating complexity — something organisations are increasingly having to respond to.

So where does that leave us?

It’s a bit of a paradox. In many ways, it’s harder than ever to land thought leadership that feels truly relevant and resonates. The pace of change, the fragmentation of attention, the fatigue around buzzwords — it all adds to the challenge.

But at the same time, the need for strong, strategic thinking has never been greater. Audiences are looking for clarity. For perspective. For practical insight that helps them make sense of complexity. That’s where good thought leadership earns its place.

If anything, this analysis reinforced something simple but important: transformation isn’t a topic — it’s a lens. One that helps us make sense of what’s happening now, and what’s coming next.