Next week, tech CEOs will trade their vests for furry hats and boots and trek to the World Economic Forum in Davos, Switzerland. Years ago, the trek was a sort of celebratory victory lap. With their businesses skyrocketing, executives from Facebook, Google, Microsoft, Uber and Salesforce, to name a few, were rock stars. But amid privacy scandals and competition concerns, last year unfolded more like an apology tour. 

In 2020, expect more apologizing. But executives are going on the offensive, too. In fact, according to a copy of the agenda, there is an entire track entitled “Tech for Good.”