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Top Key Findings. Approaching the Future 2022

Published by Unai Admin

17/07/2025

Top Key Findings. Approaching the Future 2022

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Corporate Excellence presenta junto a Global Alliance el informe “Top 15 Trends Worldwide: A Global Perspective”

Published by Unai Admin

18/07/2025

Corporate Excellence presenta junto a Global Alliance el informe “Top 15 Trends Worldwide: A Global Perspective”

90% of organizations consider that responsible leadership is strategic for their future Corporate Excellence presents, together with the Global Alliance, the report "Top 15 Trends Worldwide: A Global Perspective", which identifies the key issues for the present and future of the management of intangibles, as well as the actions that organizations are implementing to respond to these challenges. Reputation management (8.32 out of 10) and new communication models (8.18 out of 10) are among the most relevant issues and the ones that organizations worldwide are working on the most. Madrid, March 18, 2022–. Promoting more responsible leadership, adapting to the COVID-19 context, and reputation and reputational risk management are the three main trends of companies globally in intangible management, according to the report 'Top 15 Trends worldwide : a global perspective', prepared by Corporate Excellence – Centre for Reputation Leadership together with the Global Alliance, based on a survey of professionals and members of the confederation of associations of communication and PR managers, which brings together more than 300,000 professionals throughout the world. For Ángel Alloza, CEO of Corporate Excellence – Center for Reputation Leadership, “reputation management and intangibles such as sustainability or the brand have gained notoriety in companies due to the impact that the pandemic has had on the economy, which in many cases, it has accelerated their integration into the business, in addition to promoting a more human leadership on a global level that takes into account the social and environmental impact of companies, as stated in the report 'Top 15 Trends worldwide: a global perspective'. 90% of professionals consider it "relevant" or "very relevant" to move towards a more responsible leadership, which remains at the same level of priority and increases by 0.3 points compared to the previous edition. For its part, adaptation to the COVID-19 context (8.44 out of 10) continues to be the second most relevant, followed by key aspects for the management of intangibles: management of reputation and reputational risks (8.32) , the new ways of working (8.28), the new communication models (8.18), the corporate purpose (8.05) and the governance of ESG issues in the boards of directors (8.01). This last aspect grows in importance, with a significant increase in the case of Europe where it becomes the second most relevant issue after leadership. The report, which has the collaboration of CANVAS Sustainable Strategies and the participation of the Global Alliance Regional Councils, places special focus on the most relevant trends in reputation, brand, sustainability, transparency and ethics, and is presented as a practical and essential for making informed decisions. Areas in which organizations are working the most In relation to the areas in which organizations are working the most, adaptation to the social and economic context (60%) along with digitization (47%) emerges as the main focus. The new communication models are a priority for 41% of the companies and it is worth noting that there is an increase in companies that focus their efforts on managing reputation and reputational risks, going from 33.7% in the previous edition to 40% this year. In fifth place, professionals are focusing on defining and activating the corporate purpose (33%). It should be noted that some issues marked as priorities by organizations, such as cybersecurity or corporate governance, do not appear, later, among the issues on which most work is being done. Therefore, a gap is identified between the existing concern on the part of professionals to address these aspects that are at a time of profound transformation and development, as is the case in Europe with advances in regulation and new demands on these areas. , and the little attention, at the same time, that is being given to it in the day-to-day activities of companies by prioritizing other issues. It is also observed how digitization and the development of technological solutions play a key role among the priorities of organizations in the future. Thus, 47% of organizations are working in this field and it is the area to which they plan to allocate more resources in the next three years (79%), along with cybersecurity (78%). Priorities by regions In the case of North America, diversity and inclusion stands out as the topic that organizations are working on the most (29%) and cybersecurity as the area to which they expect to dedicate the most resources (80%). In Europe, responsible leadership is "relevant" or "very relevant" for 82% of companies, and it is the only region in which ESG governance on boards leads the ranking of priorities in second position , being key for 79% of organizations. In turn, it can be seen how digitization is a priority and 40% are working in this field, to which they plan to allocate more resources in the future. Also noteworthy is the progress made by organizations in activating the corporate purpose (38%). In the case of Asia, 95% of organizations focus their efforts on adapting to the pandemic context and among the key issues for the future is digitization, an area in which 60% of organizations are working and to which the 95% expect to allocate more resources in the coming years. In Latin America, it also leads the imposition of responsible leadership as the main priority for 92% of organizations, 72% of organizations are working on adapting to the COVID-19 context and 84% will allocate more resources to digitization. Methodology The report has been built on the trends identified in Approaching the Future 2021 and has combined quantitative and qualitative research techniques to identify the most important issues in intangible management in the international arena. The study incorporates a survey of professionals through an online questionnaire in which 510 professionals from 44 countries around the world participated during October and November 2021. About Corporate Excellence – Center for Reputation Leadership Corporate Excellence – Center for Reputation Leadership is an accelerator for innovation, knowledge and training in reputation, brand, communication, sustainability and other intangibles. It is a collaborative ecosystem in which companies participate, but also a wide network of business schools and consultancies. It was born in 2011, from the integration of the Corporate Reputation Forum and the Institute for the Analysis of Intangibles. It is currently made up of large companies that represent 47% of the IBEX 35 by market capitalization.Enjoy the report here.

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Top 15 Trends Worldwide: A Global Perspective

Published by Unai Admin

17/07/2025

Top 15 Trends Worldwide: A Global Perspective

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ESG and Responsible Business: business vision and future challenges

Published by Unai Admin

17/07/2025

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The Annual Conference 2021 in 5 minutes

Published by Unai Admin

17/07/2025

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Annual Conference 2021: 10 years making the intangible tangible

Published by Unai Admin

18/07/2025

Annual Conference 2021: 10 years making the intangible tangible

Conference

25/11/2021

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2021 Annual Conference summary illustration

Published by Unai Admin

25/07/2025

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Annual Conference 2021: reflection and discussion with directors of intangibles

Published by Unai Admin

17/07/2025

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Global PR & Communication Model: Application and applicability in Italy

Published by Unai Admin

17/07/2025

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Approaching the Future 2021 International Launch

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17/07/2025

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Approaching The Future 2021. Materials of the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2021. Materials of the report and presentation

Do you know the trends that mark the business agenda in 2021?One year after the start of the pandemic, we published a new edition of Approaching the Future 2021: Trends in reputation and management of intangibles, with the aim of helping companies and all professionals to discover the evolution of the main trends that mark the present and future of organizations and to make decisions in an uncertain, complex and changing world that requires a profound transformation.Approaching the Future is presented as a practical and essential tool to know and navigate correctly in this new reality, identifying the 15 most important issues today and in the future, as well as the procedures that organizations are implementing to respond to these challenges, with special focus on Spain and Latin America.We have had the contributions of more than 500 professionals, as well as in-depth interviews with 8 great experts in reputation, brand, sustainability, ethics and transparency. In addition, we have incorporated the prospective of social trends from Punto de Fuga and the analysis of digital ecosystems of the Aula de Mecenazgo para la Innovación de Metrics y Gestión de Intangibles of the University of Malaga.It has been developed by Corporate Excellence - Centre for Reputation Leadership, a leading think tank that focuses on reputation, communication, and intangible assets management, and CANVAS Estrategias Sostenibles, a consultancy company specialized in sustainability, in partnership with Global Alliance for Public Relations and Communication Management as "worldwide partner".Now is your turn! We need your feedback to discover the relevance of this major trends in your country. Participate in the TOP 15 Trends Worldwide Survey: A Global Perspective. As a recognittion for your contribution you will have the opportunity to win two signed hardcopy of Corporate Reputation Handbook and Purpose-Driven Organizations Handbook.

Conference

27/07/2021

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Proposed climate law divides France

Published by Unai Admin

18/07/2025

Proposed climate law divides France

Less meat in French cafeterias. Bans on short-distance flights. Gas heaters on cafe terraces would be outlawed. As President Emmanuel Macron moves to make France a global champion in the fight against climate change, a wide-ranging environmental bill passed by the French National Assembly this month promises to change the way the French live, work and consume. It would require more vegetarian meals at state-funded canteens, block expansion of France's airports and curb wasteful plastics packaging. Polluters could be found guilty of "ecocide," anew offense carrying jail terms of up to 10 years for destroying the environment. If Mr. Macron gets his way, the fight against climate change would even be enshrined in the French constitution through a referendum. But those lofty ambitions are running into a barrage of resistance. Environmentalists and_ politicians from France's Green party, rather than backing the legislation, have accused Mr. Macron's government of watering down ambitious measures and putting corporate interests above tough proposals by a 150-person "citizens climate panel," which Mr. Macron himself convened last year to address climate concerns. France's influential business federations have joined forces to push back against what they view as overregulation and job-killing populism that could threaten their ability to recover from the economic blow of the Covid-19 pandemic. The bill now moves to the Senate where, if approved, it would go to a joint parliamentary commission for final approval. If the commission fails to come to an agreement, the National Assembly, which is controlled by Mr. Macron's party, will have the final say. Mr. Macron's signature is not necessary for the bill to become law. The clash comes at a delicate time for Mr. Macron, who is facing re-election next year against an array of challengers. He prides himself as a leader on climate issues and wants the legislation to bolster his credentials. "We must find a smooth transition to a low-carbon economy," he said shortly after taking office. "Let's face it: There is no Planet B." But the sharp divide could destabilize one of his major campaign platforms before the voting even starts. On a recent Sunday in cities throughout France, tens of thousands of climate activists took to the streets to denounce the legislation. They issued a warning that was also an insult: The bill had been so diluted that France would be unable to meet its commitments to the Paris climate agreement, the 2015 international accord signed in its own capital to avert a climate catastrophe. Extinction Rebellion activists in Paris chained themselves to gates of the National Assembly and lit smoke bombs that poured out a thick red fog. Camille Etienne, 22, a leading figure among climate change demonstrators, said in an interview that the bill would amount to a "greenwashing" operation. Mr. Macron has sought to burnish his image as a champion of the Paris accord ever since former President Donald J. Trump withdrew the United States from the agreement in 2017. The same day, a defiant Mr. Macron rebuked the American president, riffing off Mr. Trump's campaign slogan as he declared from the Elysée Palace that he wanted to "make the planet great again." Since then, European countries have enacted laws to cut greenhouse gas emissions at least 40 percent by 2030 compared to 1990 levels. The European Union agreed to anew 55 percent reduction target in December. Environmental concerns have gained traction in France as the climate crisis becomes more pressing. Cafe terraces (warmed by outdoor heaters) and holiday skating rinks (chilled to create ice in above-freezing temperatures) have prompted consciousness-raising. Elite university students are demanding climate change curriculums, and local mayors have defied the national government in banning some pesticides. Mr. Macron last fall sought to make the transition to a greener economy a cornerstone of a 100 billion euro, or $122 billion, "Relaunch France" stimulus package to reverse the pandemic-induced recession. With the climate becoming a major election theme, he faces fresh pressure as France's main Green party rises on the political stage, mirroring a wider rise of environmental parties around Europe. Even Marine Le Pen, the leader of the far-right National Rally and Mr. Macron's chief rival for the presidency, has embraced her own brand of downto-earth environmentalism. But Mr. Macron has had to walk a tightrope between addressing climate change and economic insecurity since the Yellow Vest movement exploded across France in late 2018, Those violent protests began as a grass-roots rebel lion among working class people after the government raised taxes on gasoline and diesel to fight global warming. Mr. Macron attempted to defuse the anger by setting up a panel of randomly selected people from across France to formulate proposals, with the help of experts, for ambitious climate legislation balanced with economic fairness. The climate bill, which now heads to the Senate, whichis dominated by opposition conservatives, for debate in June, stems largely from those proposals. It prohibits domestic flights for journeys that can be made by train in less than 2.5 hours (unless they connect to an international flight). Outdoor gas heaters used to warm cafe patrons would be banned beginning next April. Supermarkets will have to reduce wasteful plastics packaging, while clothing and other goods would carry an "ecoscore" of their environmental impact. Landlords won't be allowed to rent poorly insulated properties, and advertising for fossil fuel energy, like gasoline, would be phased out. Business groups have zeroed in on certain measures that they say amount to costly overregulation. They have also cast doubt on the wisdom of having citi zens propose climate change policy. The main employers lobby, the Movement of the Enterprises of France, or Medef, which represents large corporations, went through the citizens' group's proposals line by line, highlighting those considered to be the harshest and recommending softened versions of the text, according to Journal du Dimanche, a weekly newspaper. Medef was especially opposed to making "ecocide," - defined as deliberate and lasting pollution - a crime. Geoffroy Roux de Bézieux, Medef's president, told a Senate panel that his members worried that it would stigmatize business and penalize economic activity. He said lawmakers, not random citizens, should write laws. Tougher rules could also hobble companies weakened by the pandemic, Francois Asselin, president of the Confederation of Small and Medium-Sized Enterprises, told the panel. "So be careful not to bring them to their knees with too restrictive measures," he said. BASE, a German multinational chemical company and a major producer of pesticides with operations in France, was more blunt. In a post on its website, it singled out recommendations by the citizens panel to reduce pesticides and fertilizer in agriculture, saying they "reflect a profound ignorance of reality." "In seeking to re-energize democracy,' BASF added, referring to the citizens' proposals, "aren't we running the risk of weakening our democratic institutions and fueling populism?" The criticism may be having an impact. In the legislation passed by the National Assembly, "ecocide" was changed from being labeled a crime, as proposed by the citizens' panel, to a civil offense. It could still result in jail time. The proposal to ban short-haul flights originally barred trips that could be covered by a four-hour train trip. After airlines and airports objected, the rule was scaled back to cover only flights that could be replaced by a rail trip of 2.5 hours - achange that barred only eight routes. A measure that would have made it more difficult to pave over empty fields and lots for Amazon-style warehouses now exempts e-commerce companies. The climate bill in its current form will make it nearly impossible for France to fulfill its Paris accord pledges by 2030, the High Council on Climate, an independent body, warned in arecent report. Inresponse, the government said that the modified measures, combined with other climate change regulations passed since 2017, would allow it to meet the goals. But another independent study commissioned by the government, by the Boston Consulting Group, concluded that France would fall short even in the best-case scenario. And this month, the French Senate replaced language that would have the constitution "guarantee" the fight against climate change with wording stating that France would "protect" the climate. Daniel Boy, a political scientist at Sciences Po university in Paris, said that environmentalism "was not really part of Macron's DNA." But he added that Mr. Macron had favored a "pragmatic ecology" made of small steps and concrete measures, reflecting a liberal electorate sensitive to economic interests, and had opposed "a more radical ecology" with wide-ranging changes. That cautious approach is what has drawn the ire of many climate activists - and pulled protesters back into the streets. Ms. Etienne, the activist, said the climate bill in its current form amounted to a "betrayal" of the citizens' convention's proposals and a wasted opportunity for Mr. Macron. "They had the science, the people, the political moment,' she said. "To deliberately lack the will and fall for industry lobbies now - I can't think of any other word than betrayal." Alderman, L. (May 22, 2021). Proposed climate law divides France. The New York Times. pp. 7

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Map of Trends: Approaching the Future 2021

Published by Unai Admin

17/07/2025

Map of Trends: Approaching the Future 2021

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Top 15. Approaching the Future 2021: Trends in reputation and management of intangibles

Published by Unai Admin

17/07/2025

Top 15. Approaching the Future 2021: Trends in reputation and management of intangibles

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Executive Summary: Approaching the Future 2021

Published by Unai Admin

17/07/2025

Executive Summary: Approaching the Future 2021

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Approaching the Future 2021: Trends in reputation and management of intangibles

Published by Unai Admin

17/07/2025

Approaching the Future 2021: Trends in reputation and management of intangibles

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The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

Published by Unai Admin

18/07/2025

The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

Are you a member of The Global Alliance for Public Relations and Communication Management association? The creators of the new global communication model offer an Express Live Session about the 2021 Global PR and Communication Model. Global Alliance, in collaboration with Corporate Excellence - Center for Reputation Leadership, developed a model that defines the roadmap and the building blocks of the PR and Communication functions, to promote its contribution to the creation of differentiation, reputation, trust, and social legitimacy of organizations. This model has been built with the collaborative and participatory effort of a network of 1,400 professionals from 46 countries in 5 different regions, through research based on global consensus on the present and future of the role and value of public relations and communication management. After the process of research, analysis, definition, and presentation with international participation, the developers of the model are trying to give back to its of the members of the Global Alliance by offering them exclusive express sessions on the bases and benefits of the model. With this, they aspire that organizations and professionals worldwide are capable of improving the business decision-making process, promoting a real and authentic connection with their stakeholders, and promoting differential leadership in the future post-COVID-world. Global Alliance has offered, with great success, Express Live Sessions for all the regional councils of the international association: Africa, Europe, North America, Latin America, Asia Pacific and India & Middle East. We want to invite you to organize this Express Live Session webinar for your professional community, as one of the benefits for being a GA member. Topic: Express Live Session about the 2021 Global PR & Communication Model + Q&A session. Duration: 30 minutes Date: To be confirmed with each GA local member Platform: Zoom: It will be hosted by Corporate Excellence – Centre for Reputation Leadership Agenda: Welcome & Introduction Video about the Global PR & Comms Model (12 minutes) Q&A session Speakers: Dr. Ángel Alloza Academic & Research Director, Global Alliance & Director of "The Global PR & Communication Model 2021" CEO, Corporate Excellence – Centre for Reputation Leadership Dr. Clara Fontán Director of Intelligence & Knowledge of Corporate Excellence – Centre for Reputation Leadership Member of the research team "The Global PR & Communication Model 2021" This offer is free as one of the benefits of being a member of Global Alliance. If your association is a member, now is your opportunity to take advantage and learn from the new communication and public affairs model. More information at prcommsmodel.com or by contacting us at info@corporateexcellence.org

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Global Alliance launches, The 2021 Global PR & Communication Model

Published by Unai Admin

18/07/2025

Global Alliance launches, The 2021 Global PR & Communication Model

A new roadmap for enhancing the role of PR and Corporate Communication Structure the PR & Comm job around five strategic building blocks A practical guide for achieving the most relevant outcomes for operating in every market in the 21st century: differentiation, reputation, trust with stakeholders. With the collaborative and participatory efforts of a network of 1,400 professionals on 5 different regions Global Alliance for Public Relations and Communication Management and Corporate Excellence – Centre for Reputation Leadership has unveiled today The Global PR and Communication Model, a new way to guide the job or PR and Communication professionals all over the world.The Model is structured around five strategic Building Blocks that generate and protect value in today’s world: corporate purpose, brand and corporate culture, reputation and reputational risks, communications and connected intelligence and intangible asset metrics. These Building Blocks enable organizations to achieve the differentiation, engagement, advocacy, trust and social legitimacy that they now require in order to maintain their license to operate.“With the collaborative and participatory efforts of a network of 1,400 professionals on five different regions, this has been a global consensus-based research on the present and future of the role and value of public relations and communications management. The core of our professions strength is our ability to build relationships, that connect us everywhere around the world” said Justin Green, President of Global Alliance. “The world is in a period of complete transformation because of the new intangible economy, and we needed a new direction by taking reputation and intangible assets as its focus” stated Ángel Alloza, CEO Corporate Excellence and Academic Research Director of Global Alliance. According to Alloza, who led the project, the research and the report, together with Clara Fontán and the great team at Corporate Excellence, “the Model emerges as a practical roadmap to help organisations and professionals achieve their most important and relevant outcomes for operating in every market in the 21st century: to achieve lasting differentiation, build a solid reputation, and consolidate trust with stakeholders, which means at the end of the day broadening your licence to operate”.“Developing this model, which is an evolution of the Melbourne Mandate, the Global Alliance is serving its mission: to create global standards to elevate our profession”, stated José Manuel Velasco, Immediate Past Chair and leader of the steering committee of the project. “The Model looks at the future of our function providing strong reasons to deserve a position in the executive committee of any kind of organizations”, added.The Model also consolidates the Stockholm Accords (2010) and the Melbourne Mandate (2012) and integrates the Global Capability Framework developed in partnership with Huddersfield University in 2018.The Model aims to enable organisations and professionals worldwide to improve their leadership and business decision-making process while promoting a real and authentic connection with their stakeholders for the post-COVID-19 world.The project today unveiled has the support of LLYC, the leading PR company in Spain and Latin America. LLYC “strive to improve the world around us, firmly believing honest, intelligent, innovative and efficient communications foster confidence and understanding among people, companies and institutions—in other words, the foundations of economic and social progress. In this way, we contribute to solving many of the challenges of our times”. The full report and executive summary of the Global PR and Communication Model can be found here: https://www.prcommsmodel.com/Developed by Global Alliance in partnership with Corporate Excellence – Centre for Reputation Leadership, as knowledge partner, a leading research, knowledge and training non-profit organisation specialised in the management and measurement of intangible assets, and with the sponsor contribution of LLYC, a global communications and public affairs consulting firm, this model defines the roadmap and building blocks of the functions of PR and Communications that contributes to the creation of differentiation, reputation, trust and social legitimacy.

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Full Report: The Global PR & Communication Model

Published by Unai Admin

17/07/2025

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The Global PR & Communication Model [LAUNCH SUMMARY]

Published by Unai Admin

17/07/2025

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Executive Summary: The Global PR & Communication Model

Published by Unai Admin

17/07/2025

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The Global PR & Communication Model launch

Published by Unai Admin

17/07/2025

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The Global PR & Communication Model 2021

Published by Unai Admin

18/07/2025

The Global PR & Communication Model 2021

This package contains the international launch materials for the new model The Global PR & Communication Model developed by the Global Alliance and Corporate Excellence - Center for Reputation Leadership. It is a new model that defines the roadmap and the building blocks for the function of public relations and communication, to promote their contribution to the creation of differentiation, reputation, trust and social legitimacy.Building blocks: Defining and Activating Corporate Purpose Building Brand & Corporate Culture Managing Reputation & Reputational Risk Enhancing communication Connecting Intelligence & Intangible Asset MetricsCheck the release news here! New article «Ethics as the cornerstone of the Global PR & Communication Model»All information available at www.prcommsmodel.com

15/12/2020

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The corporate purpose, a strategic priority for managers and investors around the world

Published by Unai Admin

18/07/2025

The corporate purpose, a strategic priority for managers and investors around the world

The Corporate Purpose Roadmap® is here, a new methodology to help companies in the process of creating, implementing, and activating their corporate purpose Superunion and Corporate Excellence - Center for Reputation Leadership together with DKV Seguros and BlackRock discuss the strategic importance of purpose and stakeholder capitalism Madrid, October 2nd 2020. In a context marked by the COVID-19 crisis, the corporate purpose has become a strategic priority for executives and investors worldwide. Companies must now abandon models focused exclusively on their shareholders to respond to all their stakeholders' needs. This has been stated in the launch of The Corporate Purpose Roadmap®, a new methodology developed by the brand consultancy firm Superunion and by Corporate Excellence - Centre for Reputation Leadership to help organizations create, implement, and activating their corporate purpose.The results of the presented studies, together with the continuous analysis of business practices and, most notably, the effects of the COVID-19 crisis, has demonstrated the fundamental role corporate purpose has. It is a lever for transforming and activating positive and value-creating behaviours aligned around a shared system of beliefs and values. Nevertheless, this purpose has not been defined or implemented in line with a rigorous framework in many cases. Consequently, it has become a mere publicity stunt or irrelevant message or, in the worst of cases, a counterproductive exercise. In the words of Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership, "a poorly conceived purpose lacks coherence and authenticity, and results in a lack of legitimacy and trust.""The consideration of one's benefit in parallel with that of society is not at odds with good economic and financial results, but rather the opposite," assures Aitor Jauregui, managing director of Blackrock in Spain, Portugal, and Andorra. The annual letters on corporate governance from Larry Fink, CEO of BlackRock, warned the need for companies to have values and principles that focus on the generation of value beyond profit and loss accounts. It is a significant example of how social change we witness is also reflected in investors' decisions, demanding more inclusive, integrated, and ethically responsible behavior. Jauregui reminds us that Fink's letter from 2019 was solely focused on the need for companies to understand their purpose. "As stated by Larry Fink in his 2019 letter, the purpose is so much more than a mere slogan or marketing campaign. It is the fundamental reason why a company exists: what they do each day to generate value for their stakeholders," the director of Blackrock Iberia concludes.The Corporate Purpose Roadmap® demonstrates how companies can define a purpose that connects employees, clients, and society. To activate supportive behaviors and attitudes, the corporate purpose must be created from the "inside out," through a process of strategic reflection and mechanisms that involve employees. It is strengthened by the "outside-in" through the integration of the expectations of the various stakeholders. In this sense, the CEO of DKV Seguros, Josep Santacreu, highlights that "launching a project for defining or redefining corporate purpose is a strategic activity that requires clear conviction from upper management and it should never be perceived as a fad that we are obligated to take on". In the words of Santacreu, "the definition, implementation and activation of purpose must stem from a reflected and consensual decision, and we must be willing to assume all implications and consequences with a long-term vision".The need for a demonstrated and proven methodology for effectively defining a corporate purpose and, above all, activating it in line with the needs of a company is why we have now launched The Corporate Purpose Roadmap®: a model that enables the identification of a company's true leitmotif - their raison d'être - (why and for what purpose the company exists), how they can develop this purpose (guiding values), what products or services they offer (mission statement), and what scope and the specific contribution they will offer their principal stakeholders (the vision they want to build with them).According to Almudena Clemente, Head of Strategy at the brand consulting firm Superunion, "defining a corporate purpose is relatively easy. What is harder is making it a reality and implementing it in a company's day-to-day activities to serve as a filter and a valuable and authentic guide for the company. Because having a purpose isn't about being perfect. It's about striving each day to be better".Task forces have developed the project at Superunion and Corporate Excellence, led by Almudena Clemente, Head of Strategy at Superunion, and Clara Fontán, Director of Intelligence & Knowledge at Corporate Excellence – Centre for Reputation Leadership. It has counted on the supervision and technical direction of Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership and Pilar Domingo, Managing Director at Superunion Madrid.

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Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2020. Materials about the report and presentation

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership. The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate emergency to the current COVID-19 health crisis, it is clear that both the present and future are uncertain. Here you will find all the materials of the report: The trends in the spanish version of the podcas The trends in the english version of the podcast

Conference

19/05/2020

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Approaching the Future 2020: Trends in Reputation and Intangible Asset Management

Published by Unai Admin

28/07/2025

Approaching the Future 2020: Trends in Reputation and Intangible Asset Management

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From Governance to Purpose to the Fundamental Reshaping of Finance

Published by Unai Admin

17/07/2025

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Approaching The Future 2019

Published by Unai Admin

25/07/2025

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Beyond social responsibility: connecting with society

Published by Unai Admin

17/07/2025

Beyond social responsibility: connecting with society

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CEO Decision-Making for Sustainability

Published by Unai Admin

17/07/2025

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Navigating Today's Complex World

Published by Unai Admin

17/07/2025

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Business through a new lens

Published by Unai Admin

17/07/2025

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