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2025 Report
Approaching
the Future
The latest trends in reputation
and intangible asset management.
About the report
What you will discover in
APPROACHING THE FUTURE 2025
Future projection
Signs of change for key future trends
A decade of analysis
Evolution of methodology, trends, and context
Most important trends
Ranking of the topics that define the business agenda.
Most studied trends
Areas of work to which the most resources and effort are dedicated.
Trends by geographic area
Ranking of trends by country and region.
Main results by trend
Key areas of action and main challenges.
10 YEARS OF TRENDS
A Decade Analyzing the Impact of Intangibles
In 2025, Approaching the Future celebrates a decade of analyzing the impact of intangibles on the business agenda. And what has happened in 10 years?
Trends Ranking
TOP TRENDS
- Corporate Reputation
- Corporate Communication
- Responsible Leadership
- Corporate Purpose
- Sustainability (ESG)
- Artificial Intelligence
- Digitalization and Cybersecurity
- Corporate Branding
- New Work Models
- 1
- 2
- 3
- 4
- 5
- 6
- 7
- 8
- 9
MOST WORKED TRENDS
- Corporate Communication
- Corporate Purpose
- Corporate Branding
- Sustainability (ESG)
- Digitalization and Cybersecurity
- Corporate Reputation
- Responsible Leadership
- Artificial Intelligence
- New Work Models
Temas más importantes
- 1 Corporate Reputation
- 2 Responsible Leadership
- 3 Sustainability
- 4 Corporate Purpose
- 5 Responsible Leadership
- 6 Digitalization and Cybersecurity
- 7 Corporate Branding
- 8 New Work Models
- 9 Artificial Intelligence
Temas más trabajados
- 1 Corporate Communication
- 2 Corporate Reputation
- 3 Sustainability
- 4 Corporate Purpose
- 5 Responsible Leadership
- 6 Corporate Branding
- 7 Digitalization and Cybersecurity
- 8 New Work Models
- 9 Artificial Intelligence
-
Social Foresight
Studies
-
9
In-depth Interviews
-
+2,000 Surveys
of Professionals
MAIN MATERIALS
Featured documents
-
Executive Summary Soon in English! -
Press Release Soon in English! -
Trend Map Soon in English! -
Top aprendizajes Soon in English! -
Result Presentation Soon in English! -
Content kit Soon in English! -
Especial 10 años Soon in English!
Highlights 2025
Main results by trend
1LEVEL OF IMPORTANCE
61,1%
Corporate Reputation and Reputational Risk
59,5%
Corporate Communication
56,5%
Responsible Leadership
55,4%
Corporate purpose
2LEVEL OF IMPORTANCE
54%
Sustainability (ESG)
53,8%
Artificial intelligence
45,2%
Digitalization and Cybersecurity
3LEVEL OF IMPORTANCE
41,3%
Corporate Brand
34,9%
New working models
1
Corporate reputation and reputational risk: a strategic shield in an uncertain environment.
Leading for the second consecutive year in the importance ranking. Six out of ten professionals (61.1%) consider it the most important intangible resource for their organization.
2
The strategic role of corporate communication.
The most important area for 59.5% of professionals, representing a rise of 3 positions compared to 2024. It is also the most developed aspect, for the third consecutive year, by 61.7% of organizations.
3
Responsible leadership to build social legitimacy.
Responsible leadership is the most important trend for 56.5% of the professionals surveyed, completing the Top 3 most important topics. It is a particularly high-priority area for senior management: 44.4% state that they dedicate resources to promoting integrity, ethics, and responsible conduct.
4
Purpose as a competitive advantage and a lever for transformation and differentiation.
The fourth most important trend for professionals, ranking once again among the most relevant topics for organizations and climbing two positions compared to 2024. It is also the second area to which organizations dedicate the most resources, with half of them (51.4%) working in this field.
5
Sustainability in the spotlight.
Fifth position in the ranking of importance for companies in Latin America. 54% of companies recognize its strategic relevance. 39.4% of professionals allocate resources to integrate sustainability into their business strategy.
6
Artificial intelligence: an opportunity and an ethical and reputational challenge.
The sixth most important trend, climbing three positions compared to 2024, when it first appeared in the ranking. For senior Spanish executives, it occupies the top position in the ranking of importance (65.7%).
7
Digitalization and cybersecurity: focus on the custody, protection, and privacy of data.
Seventh position in the importance ranking, representing a drop of one position compared to 2024. However, for large companies in Spain, it is the top trend in terms of importance (64.5%).
8
The era of the conscious, relevant, and differentiated corporate brand.
Branding continues to experience positive growth in the ranking of most developed trends, placing third. 50.5% of companies allocate resources to its management.
9
More cross-functional work models, with new skills and distinctive capabilities.
This trend, which surged following the rise of hybrid formats in the post-pandemic era, has been declining in both importance and dedicated resources in recent years, now ranking ninth in both categories.
Highlights 2024
Metodology
Analysis and Prospective
Analysis of reports and key sourcesof reference and Integration of social prospective studies by Punto de Fuga.
Qualitative Interviews to the panel of experts
Deepening and prospective in key future vectors with 11 expert panel interviews.
Quantitative survey of professionals
Vision of the organizations through an online survey of 2,196 professionals rom companies focused on Spain and Latin America.
RECURSOS POR PAÍSES
Recursos enfocados por países
Próximamente informes anuales por país
En las próximas semanas publicaremos los informes anuales desglosados por países con toda la información relevante sobre nuestra actividad.
Si quieres estar al tanto de las fechas de publicación y otras novedades, visita nuestra agenda y no te pierdas ninguna actualización.
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