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All about Approaching The Future 2023: trends in reputation and intangible asset report

Published by Unai Admin

18/07/2025

All about Approaching The Future 2023: trends in reputation and intangible asset report

All about Approaching The Future 2023: trends in reputation and intangible asset report

Approaching the Future 2023. Trends in Reputation and Intangible Asset Management is the eighth edition of this annual report, 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 aims to deepen business practices and drive innovation in reputation and intangible asset management. This study was developed using a methodology that combines qualitative and quantitative techniques to explore the key trends that are driving the corporate agenda.Professionals agree that the most relevant trends are related to the raison d’être of organisations and corporate values. This result reflects an increased awareness of the strategic role of companies as social, responsible, and transformative agents in the environments in which they operate. Approaching the Future 2023 presents 10 major trends that are shaping the business agenda, offering a cross-cutting and interconnected view of all analysed trends: Sustainability and ESG integrated into business models Responsible leadership for social cohesion Corporate reputation: a strategic priority Corporate communication in the face of new challenges Technology as a transformative lever for organisations Corporate purpose at the heart of business strategy The era of hybrid and flexible work The role of the corporate brand in contexts marked by uncertainty and constant change Corporate governance and the role of the board of directors in ESG management Last call to respond to the climate emergencyExecutive summary, video launch and top learning points are available under free access. Full report required a Reputation Knowledge Centre+ access.Impact and effects of these trends will be presented at WPRF 2023 in Chennai.Write us if you need further info. > Here you can find all the materials of the report in both Spanish and English:

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13/07/2023

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Top Learning Points. Approaching the Future 2023

Published by Unai Admin

17/07/2025

Top Learning Points. Approaching the Future 2023





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Results preview teaser - Approaching The Future 2023

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17/07/2025







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International trend launch. Approaching The Future 2023

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17/07/2025






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Trends Map. Approaching The Future 2023

Published by Unai Admin

17/07/2025

Trends Map. Approaching The Future 2023





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Video presentation. 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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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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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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Trend Map. Approaching The Future 2022

Published by Unai Admin

17/07/2025

Trend Map. Approaching The Future 2022




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Teaser. Approaching the Future 2022

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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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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Approaching the Future 2021 International Launch

Published by Unai Admin

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

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.

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27/07/2021

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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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PPT Global Results. Approaching the Future 2021 International Launch

Published by Unai Admin

25/07/2025

PPT Global Results. Approaching the Future 2021 International Launch





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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 End of a Challenging Year

Published by Unai Admin

18/07/2025

The End of a Challenging Year

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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

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 podcast The trends in the english version of the podcast

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15/05/2020

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The Impact of digital and social media on reputation management

Published by Unai Admin

17/07/2025





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Innovation in Metrics: proving the contribution of intangible assets to value generation

Published by Unai Admin

18/07/2025

Innovation in Metrics: proving the contribution of intangible assets to value generation

Madrid, 27th September 2016. The importance of intangibles as a tool for management and creation of value in organisations is evident. This is the main conclusion of the II Meeting about Innovation in Metrics of Intangible Assets(Jornada de Innovación en Métricas de Intangibles) that Corporate Excellence held in Madrid on the occasion of the Metrics Month organised by AMEC, a European association considered a benchmark for the measurement of intangible assets. As expressed by Jaume Giró, President of Corporate Excellence and Managing Director of Fundación Bancaria "La Caixa": "Corporate Excellence echoed the global call for the Metrics Month, and organised, together with some of its strategic allies and member companies, a high-level meeting to share the progress made in indicators, tools and management models for intangible assets with the academic and professional community." The Meeting brought together over 120 participants in Banco Popular's auditorium, had a panel of 24 speakers, and was structured around five tables. Its goal was to show, quoting Corporate Excellence's CEO Ángel Alloza, "the economic impact of intangible assets, and to promote the creation of robust and reliable standards in this field of knowledge." The experts at the Meeting also underscored the importance of having intelligence systems to identify social trends, foresee behaviours and get valuable insights. These systems would help anticipate potential risks but also identify business opportunities and design differential strategies consequently. At the same time, they examined in depth non-financial indicators that are linked to the business and to the corporate strategy —such as reputation and brand—, as well as the necessary levers to make those indicators grow, and create a positive and relevant impact on the business performance. The lectures further explained the broad spectrum of indicators available in the current digital context and underscored the great opportunity that Internet represents as a social research tool in real time. All agreed on the importance of setting measurement and management models to successfully align and engage all employees to be able to generate favourable behaviours towards the company, which, ultimately, will help strengthen its global reputation. In conclusion, the Meeting offered a broad image of metrics of trust and reputation intelligence, social trends, key indicators in the digital environment, new models to measure brand and corporate reputation, and management models for corporate alignment. In fact, one of the biggest challenges in this field is to prove the actual contribution of intangible assets to the generation of value in the company. As Alloza claimed, " even if there is still a long way to go, Spanish companies, consultancies and universities are already leading a differential positioning in this area". Nowadays, over 50% of the value of organisations lies in its intangible assets and resources, reaching the 80% in some industries. That is the reason why they are acquiring more and more strategic importance within organisations. Carlos Balado, Director of Communications, Brand and Corporate Relationships at Popular and responsible of welcoming everyone at the Meeting, said that "in the last years, the reputation and brand of companies have become their two most relevant components to generate value and achieve differentiation." Corporate Excellence has made considerable progress in this sphere with a whole ecosystem of relationships shaped by over 85 strategic alliances, both in the academic and the corporate world, and 19 member companies. Some of these allies, experts in Metrics, have also taken part in the Meeting: Acceso, Alcor consultores, Alva group, Brand Finance, Conento, Edelman, GlobeScan, Instituto de Ingeniería del Conocimiento, Instituto de Intangibles, Llorente & Cuenca, Millward Brown, Punto de Fuga, Reputation Institute, RepRisk, Universidad Complutense de Madrid, Universidad de Málaga, Universidad Pontificia de Salamanca. Companies such as BBVA, El Corte Inglés, Iberdrola and Telefónica presented cases of best practices that had been tested with very good result. Last but not least, we would like to list —in order of participation— the specialist that took part in the Meeting:Jordi Ballera, Director at Edelman Madrid;Christophe Guibeleguiet, co-CEO at GlobeScan;Pepe Martínez, Firefly Director & Marketing Responsible Millward Brown Iberia;Alberto López-Valenzuela, Founder and CEO at Alva Group;Macarena Estévez, Founder and CEO at Conento;Mariano Maqueda, Founder Partner at Punto de Fuga;María Erquiaga, Chairperson of Social Programs at BBVA;Ana CasadoyJosé Ignacio Peláez, Academic Managers at Cátedra de Métricas y Gestión de Intangibles of Universidad de Málaga;Iván Pino, Senior Director of Digital Communication at LLORENTE & CUENCA;Sergi Guillot, CEO at Acceso;José Carlos Martínez, Corporate Reputation Officer at Iberdrola;Carmen Dato, Advise chairpersonat Reputation Institute;Raul Manjarin, Business Development Officer at RepRisk;David Alameda, Foro Académico de Investigación in the Communication Area;Pedro Tavares, Iberia Managing Partner at Brand Finance;Nieves Jiménez, Brand and Corporate Reputation Officer at El Corte Inglés;Pablo Gonzalo, Director partner at Alcor Consultores;David Aguado, Manager of Centro Avanzado para el desarrollo de Métricas en Talento Organizativo of Instituto de Ingeniería del Conocimiento;Esteban Sitges, manager at Instituto de Intangibles; andSusana Gallego, Corporate Reputation Officer at Telefónica.


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