Introduction As new breakthroughs emerge, the ability to distinguish between transformative solutions and mere hype is more critical than ever. Business leaders across industries are facing pressure to stay competitive in a rapidly changing landscape. Over the past eight decades, the average lifespan of a US S&P 500 company has decreased from 67 years to 15, reflecting a decline of 80%.2 As a result, many executives are prioritizing innovation to fuel growth, with technology spending rising steadily from 3.3% of revenue in 2016 to 5.5% in 2022.3 The current wave of innovation, amplified by media coverage, is driving substantial levels of investment. In 2024, global venture capital investments increased to $369 billion, up 5.4% from the previous year.4 As new technologies continue to evolve rapidly, investments are shifting between emerging areas and applications, often without sufficient time to fully assess their commercial viability and societal impact. In total, six in 10 executives report challenges in quantifying the benefits of individual technology investments.5 As a result, industries increasingly view adoption and scaling as long-term endeavours, diversifying their investments across a portfolio of technologies to maximize potential impact.6 Moving beyond the hype Hype cycles around emerging technologies can lead to unrealistic expectations, misallocated resources, and unintended social, economic and ethical consequences. As new technologies capture media attention, they often trigger price increases, raising expectations.7 These cycles can influence funding decisions, with venture capital, corporate R&D and governments often drawn towards unproven innovations with uncertain commercial potential.In 2024, over 1,400 start-ups worldwide were valued at more than $1 billion, underscoring the scale of speculative investment.8 The gap between initial excitement and the practical application or maturity of these technologies has created an imbalance, diverting resources from innovations that could address real-world needs, such as modernizing ageing energy infrastructure, expanding connectivity for small- and medium-sized businesses, and advancing preventative healthcare. Navigating new opportunities and unintended consequences Innovation has the potential to unlock new opportunities, drive benefits and address complex challenges. However, without careful consideration, it can also lead to unintended consequences and unforeseen harm. The World Economic Forum’s Global Risks Report 2025 reveals an increasingly fractured global landscape where technological challenges threaten stability and progress.9 Opportunities and benefits presented by new technological innovation includes sustainability solutions, enabling cleaner energy, circular economies and more efficient resource use; advancements in healthcare, improving diagnostics, enhancing treatments and strengthening disease prevention; process optimization and automation, reducing costs, enhancing productivity and streamlining operations; and expanded digital connectivity, increasing access to information, education and global collaboration. Innovation has the potential to unlock new opportunities, drive benefits and address complex challenges ... it can also lead to unintended consequences and unforeseen harm. 5 Shaping Tomorrow: Responsible Innovation for a Brighter Future

Shaping Tomorrow Responsible Innovation for a Brighter Future 2025