This is a very special edition since Approaching the Future celebrates 5 years of tireless reading of the context and monitoring the pulse and vision of the experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business landscape. The report, in turn, introduces the perspective of society through the analysis of the conversations that take place in the online environment from the application of artificial intelligence tools of the Chair of Metrics and Intangibles Management of the University of Malaga (UMA), and the integration of sociological analysis through qualitative and quantitative studies of Punto de Fuga.

The study and analysis throughout these years of trends in reputation and intangible asset management determines that a normality characterized by constant change and uncertainty has definitely been established. Issues ranging from the climate emergency to the health crisis generated by COVID-19 show that the present and the future are increasingly uncertain.

The last Approaching The Future 2020 report was published in a context marked by uncertainty, the coronavirus crisis and the growing distrust of society towards institutions. In response to the needs of our professionals and intangible asset managers, we launched the first season of a new series of webinars. These virtual meetings will aim to delve into the trends that will shape the business future and land those facts with practical cases and experts in the field.

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