Zeno Thinks: Allies & Advocates Harnesses the Power of Civil Society

Harnessing the Power of Civil Society in Business for a New Era of Advocacy

In just four weeks, the new U.S. administration has unleashed a whirlwind of political moves, sending shock waves across the world in real time.One thing is clear: we’re navigating an era defined by rapid change, relentless noise, and an ever-evolving information ecosystem. For communicators, the challenge is as thrilling as it is complex: how do we help companies and their leadership not just weather the storm but thrive in this new landscape?

The answer lies in redefining stakeholder engagement and embracing an often-overlooked reputation building resource: the world of civil society.

Civil Society: The Overlooked Strategic Asset

Civil society exists at the intersection of business and government. It’s a vibrant space filled with organisations – academia, non-governmental organisations (NGOs), advocacy groups, faith-based institutions, foundations, think tanks, and more – all working to advance shared goals and values. In the U.S. alone, there are over 1.5 million NGOs, and across Europe, their impact is equally profound. These groups are not only plentiful but diverse, spanning every conceivable topic and interest.

Yet, many companies overlook the untapped potential of civil society as a stakeholder group. By aligning with these organisations, businesses can unlock a powerful new layer of influence – third-party allies and advocates who amplify your mission and extend your reach far beyond traditional channels.

Allies & Advocates: Where Missions Align

At Davos 2025, leaders delivered a clear message: businesses must engage civil society to address systemic challenges and foster equity. Sessions spotlighted international trade, labour markets, income inequality, climate justice, and energy access, emphasising that progress depends on partnerships between governments, businesses, and civil society organisations. Cross-sector collaboration, driven by technology and inclusive policies, was highlighted as the key to building resilient, productive communities.

Forging relationships within civil society starts with a shared purpose. When your company’s mission aligns with the values of civil society groups, magic happens. This isn’t just about networking, it’s about creating meaningful partnerships that bring more voices, more platforms, and more opportunities to the table. It is also not about paid relationships like creators or sponsorships, it is about sharing a mission, a common understanding and mutual outcomes. These connections can help solve business challenges, inspire action, and build authentic relationships with organisations that share your professional space – your “neighbours” in purpose.

And like any good relationship, these alliances require intention, discipline and strategy. Companies that approach these connections methodically are better positioned to foster trust, drive impact, and thrive in today’s stakeholder-driven economy. 

Why Civil Society is Important Now

We’re living in a stakeholder-dominated world where power no longer resides solely with shareholders/investors. So activism, influence, and reputation-building now take place across a broad spectrum of stakeholders like employees, communities, supply chain partners, policymakers, and yes, civil society. Add to this, threats to brands’ reputations – from misinformation to social activism – and it becomes clear: building alliances with those who share your values isn’t just a nice-to-have; it’s a must-have.

Meeting the Moment with Civil Society Engagement

At Zeno, we are meeting this moment by shifting resources to focus on civil society engagement, helping to identify and create a community of Allies & Advocates. We’re excited by the reception from clients, as more communications leaders recognise it’s an untapped resource for them, or one that has not been valued properly. The more we get into these conversations with clients, the more we find a need to identify and prioritise these organisations, much in the same way companies already structure their relationships with investors, channel partners or media. 

There is a new excitement around what civil society engagement can do, especially in these turbulent times.

 For more information on Allies & Advocates, please contact Oliver Druttman oliver.druttman@zenogroup.com or on LinkedIn.