The Importance of Sustainability for Reputation and Measurement of the Social Impact on Business - Liderando la reputación corporativa de las empresas - Corporate
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Public Affairs

Insights July 2014

The Importance of Sustainability for Reputation and Measurement of the Social Impact on Business

An on-going and active dialogue, beneficial both for the company and the society, is the foundation for corporate responsibility and sustainability strategies.

According to different rating lists, trust in companies and their leaders has hit historic low in many years and even decades: the current economic and financial crisis as well as the changes in the social model in terms of the authority and reference points, have shifted social leadership from the hands of formal institutions and their managers to the hands of peers, friends, family members and colleagues.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Christian Klode, Professor of the Witten/Herdecke University (Germany); Jan van der Kaaj, Partner and Director at Between-us (the Netherlands); Paulo Marinho, Director for Corporate Communication at Itaú Unibanco (Brazil); Kathryn Partridge, Director for Corporate Relations at Diageo (the UK); Laura Illia, Academic Director of the Master in Corporate Communication at IE Business School and Associate Professor of Corporate Communication at IE University (Spain), during the 17th International Conference on Corporate Communication, Identity and Competitiveness in Brand: a Reputation Journey, held by Reputation Institute in Barcelona, on June 5-7, 2013.