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Approaching the Future 2023 - International Launch

Published by Unai Admin

18/07/2025

Approaching the Future 2023 - International Launch

Approaching the Future 2023 - International Launch

The 8th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 10 major trends in intangible asset management that are currently shaping the business agenda. Corporate communication, the trend being worked on the most by companies. Madrid, July 13th 2023.- The integration of sustainability and environmental, social and governance (ESG) criteria into core business strategies is now the most relevant aspect for organisations in terms of intangible asset management. It is also one of the priorities that companies are now working on the most, along with corporate communication and all aspects related to digitalisation and cybersecurity. This is according to the report Approaching the Future 2023: Trends in Reputation and Intangible Asset Management, created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and worldwide partner Global Alliance for Public Relations and Communication Management.This report has become an international benchmark for understanding the trends that, beyond financial aspects, mark the evolution of the business agenda each year. Now in its 8th edition, it condenses into 10 global trends the aspects that most matter and concern professionals. "The results this year reflect the evolving and significant role of companies as social, responsible, and transformative agents in the environments in which they operate. The fact that more than 40% of sample responses came from executives shows how the management of intangibles is now firmly on the agenda of senior management as an essential aspect of the business model of the future", says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.This year, the report also specifically considers the vision of senior management, paying special attention to their concerns and interests. “The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of the raison d'être and values of organisations. Intangible assets are more important now than ever, and are increasingly managed in a more strategic way. It is a significative step in how communication is playing a strategic role in amplifying the role of companies and where organizations and professionals are working at their most” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.According to the ATF 2023 report, which is based on the views of more than 1,200 professionals from 53 countries, sustainability and ESG criteria are vital to organisations. Almost half of them are already working on this triple bottom line vision, and 6 out of 10 are allocating time and resources to integrating sustainability into their business strategies. A second trend that has emerged as fundamental in this edition is the management of corporate communication. According to over half of surveyed professionals, this is now a key area of work. Moreover, of the 10 trends included in the report, it is the area that executives are now working on the most (56%).Another field of action being prioritised by companies is technology, consolidating its position as a crucial transformative lever for the management of intangible assets and the road to more sustainable business models. Digitalisation is transforming the way employees work and interact with each other and with the companies in which they work. It is also having a major impact on customer relations, opening up new opportunities and challenges, such as information governance and the processing of personal data. Cybersecurity is the backbone of this process of digitalisation: 46% of organisations are already making progress in strengthening the security and protection of the data that they handle in their systems. And the same percentage of executives consider this responsibility to be their greatest challenge in terms of technology.The other two trends that lead the ranking of priorities for organisations are responsible leadership and corporate reputation, which burst into the second and third priority areas and on which, in turn, organisations are working the most. In turn, the report indicates that reputation is the third most relevant trend for more than half of consulted companies, and 80% of executives are already working on defining their strategic reputation plan.Furthermore, and taking into account the comparison between this year's results and those from 2022, organisations are taking notable steps to manage their corporate brand. The role of the corporate brand as a platform for stakeholder relations continues to gain significance, rising from 27.6% to 40.7%. In line with this, the intensity of work in this area has also increased: 17.9% of professionals stated that this aspect was a priority in 2022, and this figure has reached 45.1% in 2023, representing an increase of 27.2%. The report demonstrates that, in terms of corporate brand management, the focus on impact and the development of a clear positioning in line with issues of general interest is particularly relevant.The other areas included in the Approaching the Future 2023 trend map, and therefore continue to feature prominently in the day-to-day work of organisations (as well as representing significant challenges for them) are managing corporate purpose, a priority for senior management; the increasingly hybrid and flexible future of work; corporate governance and board transformation; and the climate emergency, which has fallen to the bottom of the ten key trends, possibly driven by a more focused approach to triple bottom line strategies and ESG.Methodology and collaborating entitiesIn addition to over 1,200 surveys, the ATF 2023 report incorporates a network of 34 contributors, over 400 national and international sources and studies, and interviews with ten international experts: Aitor Jauregui, Director of BlackRock for Latin America; Andrea Bonime-Blanc, CEO of GEC Risk Advisory; Farid Baddache, CEO of Ksapa Sustainability; Gabriela González-Valdés, General Director of the Spanish Institute of Internal Auditors; Italo Pizzolante, Director & Itinerant Chair Pizzolante & Founding Partner Pizzolante; José Luis Fernández, Director of the Iberdrola Chair of Economic and Business Ethics at Comillas Pontifical University; Oriol Iglesias, Professor of Branding at ESADE Business School and Co-Director of The Global CCO Executive Programme; Perrine Bouhana, Managing Director of GlobeScan; Silvina Bacigalupo, President of International Transparency Spain and Professor of Criminal Law UAM; and Jorge Gutiérrez, Metaverse Continuum Business Group European Lead at Accenture Song.> Download the press release> Approching the Future 2023 results


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Comunicación, digitalización y sostenibilidad: tendencias que más trabajan las empresas

Published by Unai Admin

18/07/2025

Comunicación, digitalización y sostenibilidad: tendencias que más trabajan las empresas


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Directivos de grandes empresas coinciden en el valor de la formación para la gestión de la reputación y otros intangibles

Published by Unai Admin

18/07/2025

Directivos de grandes empresas coinciden en el valor de la formación para la gestión de la reputación y otros intangibles


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New reputation metric: eMotionRep by Kantar

Published by Unai Admin

18/07/2025

New reputation metric: eMotionRep by Kantar

New reputation metric: eMotionRep by Kantar

On the occasion of the 2022 Intangible Metrics Innovation Congress organized by Corporate Excellence - Center for Reputation Leadership, Kantar Insights has presented its reputation metric "eMotionRep by Kantar". This metric, generated after an exhaustive process of research, analysis and review, and validated by Corporate Excellence, has been designed to feed the decisions of organizations and add value, providing more actionable and operational insights that really help in the transformation of companies. towards a more sustainable and resilient management model.With a flexible approach, in which customization coexists with comparability, Kantar Insights has designed a universal measurement model that can be adapted to each reality of the corporation. The eMotionRep by Kantar model has been prepared by applying a rigorous scientific approach that incorporates Kantar's experience into the academic and professional background in corporate reputation, updating it with new ESG metrics based on the proposals of the reporting standards for non-financial indicators. international.It is based on 12 universal concepts related to different facets of corporate behavior and with a high diagnostic capacity, grouped into three areas: Client Excellence, which includes the variables that measure the ability to attract and retain customers. ESG Excellence, which evaluates the perception of the company in terms of social, environmental, work and ethical criteria. Vision Excellence, which assesses the ability to continue growing.These variables explain the emotional reputation superscript made up of 4 components that is strongly related to the creation of favorable behaviors towards the company, such as buying its products, investing or working for it, or giving it the benefit of the doubt in possible adverse situations.Carmen Dato, Director of Corporate Reputation and Sustainability at Kantar Insights, commented: "We know that today the value of a company is much more related to intangible assets and resources and, according to the Ocean Volume report and the US Bureau of Economic Analysis, intangibles currently represent 90% of the value of a company in the capital market. Additionally, Kantar BrandZ, the largest brand value study worldwide, shows how between 2008 and 2018 brands with a strong reputation increased their value by 57 points. That is why, proactively managing reputation requires having metrics that help discover what the expectations of interest groups are and evaluate corporate performance in relation to them to feed the strategy and establish improvement plans. that make it possible to close the identified gaps.”The Kantar Insights model has been validated by Corporate Excellence - Center for Reputation Leadership, a step that Kantar has considered important to guarantee the market the rigor, objectivity and reliability of the model. Ángel Alloza, CEO of this business platform specializing in reputation and management of intangibles, explained the following: "From Corporate Excellence we welcome a new reputation measurement tool developed by one of the world's leading companies in reputation research. markets. This development represents a clear step forward for all corporate reputation managers.”How was the eMotion Rep by Kantar model built? During the congress, Alberto Relaño, Director of Analytics at Kantar Insights Spain, explained the meticulous process that has been developed to arrive at this metric: "The objective of Kantar Insights has been to develop a model that analyzes and improves current solutions in three components basic: rational cognitive (information or perception of the company), emotional (feeling that it generates) and behavioral (which depends on the previous ones). For this, a review of the state of the art of reputation and an exploratory investigation were carried out to identify 275 reputation variables. Subsequently, an advanced analytics system has been applied to them and they have been reviewed by our Brand and Reputation experts until reaching the most significant, the 12 attributes that make up our Core model: 3 rational dimensions with 4 attributes and an emotional dimension with 4 attributes. This entire process assures us that we have a statistical robustness superior to those existing in the market.”The eMotionRep by Kantar model therefore incorporates a "backbone" common to any reputation study that enables comparability together with a strong diagnostic capacity thanks to being connected to the Kantar BrandZ study, the largest Brand Value benchmark to date. world level.Thanks to its predictive capacity, with the model it is possible to: Periodically evaluate the reputation of the company and compare it with the average of its sector to know its performance Understand the drivers of the company's reputation and prioritize them according to their importance Know the structural and long-term impact that reputation has on key business indicators such as sales. Design the best reputation strategy, establishing priorities based on the strengths and potential risks identified for the corporation. Simulate future scenarios in which we see how the growth or decrease in the perception of any of the rational attributes would affect our emotional reputation. Determine which are the most relevant initiatives that will allow me to grow in one or several of the rational dimensions of reputation and with which of them we have a greater impact on the perception of stakeholders.> For more information contact: carmen.dato@kantar.com


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Approaching the Future 2022 Report. Trends in Reputation and Intangible Asset Management

Published by Unai Admin

18/07/2025

Approaching the Future 2022 Report. Trends in Reputation and Intangible Asset Management

Approaching the Future 2022 Report. Trends in Reputation and Intangible Asset Management

The biggest trends in intangible asset management: Approaching the Future 2022 is already available Society demands greater commitment from companies, and managing reputation and intangibles is now a strategic must for all businesses Close to 50% of companies are working to define and integrate purpose in their business, and four in ten are working to drive responsible leadership and improve diversity, equity, and inclusion. The 2030 Agenda has regained relevance among organisations as compared to last year, with a commitment to aligning sustainability strategies with the SDGs, while climate action and ESG investment are of less interest. The 7th edition of this annual report, produced by Corporate Excellence - Centre for Reputation Leadership, CANVAS Estrategias Sostenibles and Global Alliance as worldwide partner, brings together the biggest trends in intangible asset management that organisations are concerned about and working on. Madrid, June 16th, 2022. Companies play an increasingly important role in societies, and their own evolution, priorities and decisions depend to a large extent on the socio-economic context. Faced with the recent crisis and uncertainty, citizens are demanding greater involvement, commitment, and social and environmental activism from organisations, and topics such as purpose, reputation and responsible leadership are taking on unprecedented dimensions, forcing companies to integrate them into their business management strategies. This finding has been revealed in the report Approaching the Future 2022: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence - Centre for Reputation Leadership, CANVAS Estrategias Sostenibles and Global Alliance for Public Relations and Communication Management.Now in its 7th edition, this study has established itself as an essential tool for analysing the biggest global trends in reputation and intangible asset management that impact the business agenda, both from the point of view of issues considered most relevant and those that organisations are working on as a priority. This year, for the first time in the entire series, there is a generalised synchrony and coherence between both perspectives: "The global trends that companies consider most important coincide with those to which they are devoting the most efforts, in an attempt to adapt their corporate reality to the new realities and challenges of the current context", says Angel Alloza, CEO at Corporate Excellence - Centre for Reputation Leadership.Top 5 trends being worked on the most by organisationsApproaching the Future 2022 identifies 16 global trends that are impacting the business agenda. The first of these is corporate purpose, which has been consolidated, climbing four positions as compared to 2021 and becoming not only the trend that organisations are working on the most, but also the most relevant on the map of organisational priorities. Purpose is consolidated as a key business transformation asset in a context of increasing social and regulatory expectations. As a result, almost half of organisations (48.2%) are already working on the integration of purpose in their business, compared to less than 36% in the previous edition. "There is an increasing need for an integrated vision of the value that a company brings to the world and managing the definition and activation of purpose provides that coherence, long-term vision, trust, and reputation, both within and outside of organisations. Purpose is no longer "for" stakeholders; it is something that is created "with" stakeholders, fostering the creation of a collective identity that provides meaning and a force for mass transformation towards a common goal", explains Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.The second trend being worked on the most by companies is digitalisation. Although there has been a decrease in relevance as compared to the previous edition (from 61.4% to 48.1%), when new working and relationship models imposed by the pandemic forced companies to prioritise this trend, it is still relevant, and it has acquired a degree of consolidation. The third trend that organisations are focusing on is diversity, equity, and inclusion, which has increased in relevance the most as compared to the previous edition of the report, rising eight positions. Compared to 26.5% in 2021, in 2022, 42.8% of companies are dedicating their efforts to driving inclusive growth at a global level in order to move towards more diverse, inclusive, and equitable working environments.The fourth trend being prioritised is responsible leadership, which has increased from 25.3% to 43.3% of companies that are committed to new forms of leadership capable of providing trust and commitment to society, and of becoming drivers of transformation and generators of positive impact. Finally, the management of communication completes the Top 5 trends being worked on the most by companies, with 41.7% of organisations making progress in this area. In the last year, communication has evolved towards increasingly digital and innovative formats with the arrival of disruptive technologies such as the metaverse and advances in artificial intelligence. These technologies offer new immersive and unique experiences, as well as providing organisations with personalised information about their stakeholders. New trends: the importance of trust In the 7th edition of Approaching the Future, two new trends which have never been included in past editions have been introduced: stakeholder trust, in eighth position, and CEO reputation, which is becoming increasingly visible and recognised as a reputational platform, now ranking in fourteenth position. "Trust is an essential factor for business growth and sustainability. While trust in governments has been declining in recent years, for many citizens, companies are positioning themselves as the only trustworthy institution. Companies are aware of the opportunity this represents, and 35.5% are already working on strengthening stakeholder trust through the practice of active listening and dialogue in order to understand what matters most to them and what concerns them", highlights Clara Fontan, Director of Intelligence and Knowledge at Corporate Excellence - Centre for Reputation Leadership. Concern for sustainability is rising againAfter overcoming the worst of the pandemic, when companies prioritised adapting to an unknown reality (as indicated in the previous edition of this report), the 2030 Agenda, as a framework for action for sustainable development, has regained its position of relevance in the list of priorities highlighted by organisations. In fact, it has risen four places and 29.6% of organisations claim to be focusing efforts on contributing to the Sustainable Development Goals (SDGs).However, although the public is increasingly aware that climate change is one of the greatest threats to humanity, and, according to the World Economic Forum, the failure of climate action is the risk with the greatest potential for negative impact on people and the planet, the proportion of organisations working on climate action has reduced from 25.9% in 2021 to 17.7% in 2022. Most companies have not yet set initial targets to reduce their emissions, and only 36.8% have announced plans to tackle their direct emissions or those associated with their energy consumption.Something similar occurs with sustainable and ESG investment (environmental, social and governance), which continues to grow in the biggest international markets, already representing 35.9% of total assets according to Global Sustainable Investment Alliance. Despite this fact, only 9.9% of organisations are working on investing in and attracting sustainable funding.The challenge of measuring and demonstrating business impactWhen organisations were asked about the challenges that they face in terms of implementing measures related to intangible asset management and the trends that are marking their business agenda, two aspects recurred across the board. On the one hand is the ability to measure the impact of actions taken, whether related to driving corporate purpose, responsible leadership, or reputation management. On the other is the ability to demonstrate the scope or impact that these actions have on business activities."Undoubtably, although there is still some way to go, big efforts are being made to integrate intangibles as a strategic element of business management, from the development of reputational metrics to aligning them with employee remuneration systems", explains Clara Fontan, Director of Intelligence and Knowledge at Corporate Excellence - Centre for Reputation Leadership.The report incorporates over 400 national and international sources and studies, a survey of over 600 professionals from 55 countries, and interviews with 9 international experts in the fields studied in this report. In addition, the report has relied on the support of worldwide partner Public Relations and Communication Management; the participation of partner and market research experts Punto de Fuga; and the Chair of Metrics and Management of Intangibles from the Centre for Applied Social Research (CISA) at the University of Malaga. It has also benefited from the expert vision of the following professionals: Aitor Jauregui, Country Head for BlackRock in Iberia (Spain, Portugal and Andorra); Andrea-Bonime Blanc, CEO GEC Risk Advisory; Farid Baddache, CEO Ksapa Sustainability; Gabriela González-Valdés, General Director at the Institute of Internal Auditors in Spain; Italo Pizzolante, Executive Chair and Founding Partner Pizzolante; José Luis Fernández, Director of the Iberdrola Chair of Economic and Business Ethics; Oriol Iglesias, Professor of Brand Management at ESADE Business School, Co-Director of the executive programme The Global CCO, and member of the think tank for brands with a conscious, Medinge Group; Perrine Bouhana, Managing Director GlobeScan; and, Silvina Bacigalupo, President Transparencia Internacional.Furthermore, the report has received support from the following collaborating entities: Association of Public Relations Professionals of Puerto Rico (ARPPR); Marketing Association of Spain; Association for Progressive Communications (APC); B Lab Spain; DCH - International Organization of Human Capital Managers; Association of Communication Directors (Dircom Spain); Association of Communication Directors (Dircom Panama); Spanish Association of Sustainability Managers (ASG), DIRSE; the Iberdrola Chair of Economic and Business Ethics (Comillas Pontifical University); ESADE Business School; Corporate Communication Forum (FOCCO); Leading Brands of Spain Forum; Máshumano Foundation; Forética; GEK Risk Advisory; GlobeScan; Institute of Internal Auditors; International Public Relations Network (IPRN); KANTAR; KPMG; Ksapa; Pizzolante institute of brands with values; Mexican Association of Public Relations Professionals (PRORP); Reputation Lab; University of Navarra - Master in Corporate Reputation (MERC); Weber Shandwick; World Compliance Association; Villafañe & Associates; and Women Action Sustainability (WAS). More information: www.approachingthefuture.com Consult here all the materials of the report.


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Informe Approaching the Future 2022. Tendencias en Reputación y Gestión de Intangibles

Published by Unai Admin

18/07/2025

Informe Approaching the Future 2022. Tendencias en Reputación y Gestión de Intangibles


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