The ’New Energy Reality’ (Davos 2025)

Contributing to the energy transition agenda at World Economic Forum’s annual meeting in Davos

Topsoe was first-time invited at the annual World Economic Forum meeting in Davos. This year, 2025, a key topic for the invited stakeholders was ‘leading a just and inclusive energy transition’, tapping into Topsoe’s main agenda. Through a series of four parts, Topsoe set out to share their perspective on what it takes to move the energy transition forward.

Developing the solution

Meeting the new energy reality with highly relevant agenda topics

At the time of Davos 2025, the global energy transition towards a net zero by 2050 is challenged by a number of rising complexities and a critical trilemma of balancing energy security, affordability and sustainability. To tap into the highly relevant agenda topics, Topsoe shared their perspectives on four critical tasks that we as a society need to solve to move the energy transition forward:

1. Scaling available decarbonization technologies and solutions – to help decarbonize the energy-intensive industries with solutions like renewable fuels.

2. Strengthening energy supply – to diversify energy sources and build resilient energy systems.

3. Boosting economic prosperity – to propel technological advancements and bolster local economic development, job creation and competitiveness.

4. De-risking first-of-its-kind project – to accelerate progress by making energy transition projects more bankable and scalables.

Scaling available decarbonization technologies and solutions – to help decarbonize the energy-intensive industries with solutions like renewable fuels.

Strengthening energy supply – to diversify energy sources and build resilient energy systems.

Boosting economic prosperity – to propel technological advancements and bolster local economic development, job creation and competitiveness.

De-risking first-of-its-kind projects – to accelerate progress by making energy transition projects more bankable and scalables.

The outcome

Elevating Topsoe’s own experts in thought leadership formats

With a focus on LinkedIn and business media, the main concept film and four running episodes were pushed to industry peers & influencers, media and customers.

As an extra layer to the activation, Topsoe chose its four Senior Leadership Team members – who also participated physically at Davos – to act as Thought Leaders with each their personalised perspective and content on one of the four themes. They were filmed on-site for video content and they posted a written perspective from their personal LinkedIn profile, which was promoted with paid media spend towards a defined and relevant audience.

The Thought Leader ads alone created +350 new followers across the four profiles in the first 8 days.