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La contribución a la Agenda 2030 se posiciona como la principal tendencia en sostenibilidad

Published by Unai Admin

18/07/2025

La contribución a la Agenda 2030 se posiciona como la principal tendencia en sostenibilidad

La contribución a la Agenda 2030 se posiciona como la principal tendencia en sostenibilidad

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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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Video presentation. Approaching The Future 2022

Published by Unai Admin

17/07/2025







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Resumen tendencias en sostenibilidad 2022 [Approaching the Future]

Published by Unai Admin

17/07/2025





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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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Teaser. Approaching the Future 2022

Published by Unai Admin

17/07/2025






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Executive Summary. Approaching the Future 2022

Published by Unai Admin

17/07/2025

Executive Summary. Approaching the Future 2022





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Trend Map. Approaching The Future 2022

Published by Unai Admin

17/07/2025

Trend Map. Approaching The Future 2022




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Resumen tendencias en reputación y marca 2022 [Approaching the Future]

Published by Unai Admin

17/07/2025






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Resumen tendencias transversales 2022 [Approaching the Future]

Published by Unai Admin

17/07/2025





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Approaching the Future 2022: Trends in Reputation and Intangible Asset Management

Published by Unai Admin

25/07/2025

Approaching the Future 2022: Trends in Reputation and Intangible Asset Management





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Presentation of Global Results. Approaching the Future 2022

Published by Unai Admin

25/07/2025

Presentation of Global Results. Approaching the Future 2022




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Approaching The Future 2022. Full report materials and presentations

Published by Unai Admin

18/07/2025

Approaching The Future 2022. Full report materials and presentations

Approaching The Future 2022. Full report materials and presentations

Do you know the trends that set the business agenda in 2022?Approaching the Future 2022 is the seventh consecutive edition of a study that has established itself as an essential tool for discovering the main global trends in reputation and management of intangibles.In this new edition we observe how, after the impact of the pandemic, organizations are redefining their priorities to respond to a reality in full transformation characterized by social and economic instability generated largely by the war in Ukraine, the growing social inequality or the climate emergency.Faced with this uncertain and unstable reality, the answer seems clear: advance in the activation and implementation of the corporate purpose and in the promotion of responsible leadership. These are the two trends that lead the ranking of priorities for this edition, which act as responses to urgent challenges and the need to positively impact the environments in which it operates.What materials will you find in this package?Below you can find all the materials of both the report itself and its presentation: Full report (only available for subscription plus members) Executive Summary Trend Map Infographic Top Key Findings from the study Video teaser about trends 2022 Presentation of global results Video Launch of global resultsDo you want us to present these trends to your employees or allies?Write to us at info@corporateexcellence.org and request your personalized express session Here you can find all the materials of the report in both Spanish and English:

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26/05/2022

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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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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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3 de los Top 10 riesgos a los que nos enfrentamos son medioambientales

Published by Unai Admin

18/07/2025

3 de los Top 10 riesgos a los que nos enfrentamos son medioambientales

3 de los Top 10 riesgos a los que nos enfrentamos son medioambientales

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Temas clave para 2022 ¿Qué nos dice Davos?

Published by Unai Admin

18/07/2025

Temas clave para 2022 ¿Qué nos dice Davos?

Temas clave para 2022 ¿Qué nos dice Davos?

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