Approaching the Future 2024. Trends in reputation and management of intangibles is the 9th edition of the report that Corporate Excellence – Centre for Reputation Leadership prepares annually in collaboration with CANVAS Sustainable Strategies and the Global Alliance for Public Relations and Communication Management as a worldwide partner.

This study, which analyses the impact of intangibles on the business agenda and on strategic decision-making, is a reference for understanding what the priorities of organisations are today, the issues to which they dedicate the most resources and the challenges and difficulties they face.

The exponential increase in the sample – nearly 2,200 professionals – has allowed the report to delve into:

• A comparison between the most important trends and those most worked on by organisations, with corporate reputation being the top priority for 6 out of 10 professionals and corporate communication being the trend to which 54.4% of companies devote the most resources and efforts.
• The vision by professional roles: senior management, middle management and technical profiles.
• The impact of intangibles on large companies (+5000 employees).
• Geographic focus on Latin America, with specific analysis for Central America and the Caribbean, Chile, Colombia, Bolivia, Ecuador, Spain, Guatemala, Mexico and Peru.

In a context of high social and political polarization, marked by armed conflicts that create a complex geopolitical environment and strong skepticism, this report is more necessary than ever. Approaching the Future has become a compass that allows professionals and organizations to navigate through uncertainty, managing risks from multiple areas, but also understanding and taking advantage of the opportunities of this complex reality.

The full report is only available with a subscription to the Reputation Knowledge Center.

See all the complementary materials of the report here.