Trudeau books speaking engagement at 'soft power' event in Switzerland

Former Canadian prime minister Justin Trudeau will reportedly return to the international stage next week when he speaks at a summit in Switzerland.

According to the U.K.-based brand valuation consultancy Brand Finance, the 54-year-old former head of government will deliver the keynote address at its annual Global Soft Power Summit on Tuesday in Davos.

Trudeau’s scheduled 50-minute appearance includes a fireside discussion with David Haigh, Brand’s chairman and CEO.

The half-day event, which serves as the launch point for the firm’s 2026 “soft power” index, is happening alongside the World Economic Forum’s (WEF) annual meeting in the Swiss city, Jan. 19 to 21.

While Trudeau doesn’t appear on the WEF’s event calendar, current Prime Minister Mark Carney is scheduled to speak a few hours after his predecessor on Tuesday afternoon in the ski resort city.

The theme for this year’s summit is “Soft Power in a Hard Power World: Investing in Economic Resilience in an Era of Global Conflicts.”

National Post has contacted Brand for comment on Trudeau’s appearance.

“The Summit will convene senior leaders from government, and business, to explore the growing importance of soft power in a rapidly changing global landscape,” according to Brand.

The Global Soft Power Summit 2026 will convene in Davos on 20th January 2026, bringing together leaders from government, business, and civil society to explore the role of soft power in a rapidly changing world. The event will also be streamed live online.We are honoured to… pic.twitter.com/dtsC7QM6yS

— Brand Finance (@BrandFinance) January 13, 2026

Coined by political scientist Joseph Nye Jr. in the 1980s, “soft power” is a country’s “ability to influence others without resorting to coercive pressure,” according to the Council on Foreign Relations. Conversely, “hard power,” is gauged through military and financial might.

Each year since 2019, Brand has released a ranking of 193 United Nations member countries’ “soft power” based on insights from more than 150,000 respondents in over 100 markets. The ranking is derived using global opinion surveys and objective data to gauge culture, education and science, diplomacy, governance, business and trade, values and trust.

As it has been since 2022, Canada was ranked seventh in the 2025 index , but third in reputation. The U.S., by comparison, ranked first overall, but was 15th in reputation.

Brand also awards “metaphorical medals” to the top three performances in each sub-category, with Canada claiming two gold — one for generosity and another for tolerance and inclusivity. It was also awarded five silver and seven bronze.

“Canada’s soft power is built on inclusivity, safety, and human rights,” the index notes. “Its 14 medals focus on diplomacy, education, and sustainable development. Known for friendliness and tolerance, Canada attracts immigrants and global businesses seeking stability and ethical governance.”

Outside of the speech he gave when handing reins of the Liberal Party to Carney at the leadership convention in March, this will be just Trudeau’s third reported public speaking appearance since he left politics.

Last September, amid rumours about a fledgling courtship of U.S. pop star Katy Perry that have since turned out to be true, Trudeau delivered the keynote at the 26th World Knowledge Forum’s opening ceremonies in Seoul.

In front of an audience of global business and political leaders, Trudeau’s speech titled “Leadership and Resilience in a Time of Transition,” warned that international order is under threat by ongoing conflicts and geopolitical tensions, according to the Asian News International agency.

”To navigate the transition, resilience should be in the middle of it,” he said, as reported by the Manila Bulletin. “We need every single person to be part of the resilient communities, societies, and systems.”

About a month later, the Chicago Council on Global Affairs awarded him the 2025 Global Leader honours, where he also delivered an acceptance speech.

Trudeau is represented by the Speaker Booking Agency, which quotes his in-person appearances starting at $100,000 .

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