Brand Reputation: 15 Future Trends To Maintain Business Image

Brand Reputation

Below are the trends approaching the future of businesses. Trends in reputation and intangibles management are the main emerging trends in sustainability, ethics, and transparency.

Uncertainty And Mistrust Towards Institutions

The widening gap in trust reflects a lack of social cohesion and the need for a paradigm shift in the social contract – values, rights, and duties shared by a society. The future of organizations depends on overcoming business as usual and consolidating a new era of responsible and committed companies.

Evolution Towards A More Responsible And Activist Citizenship

This transformation translates into how people acquire new habits of life and consumption. Citizenship not only supports responsible and sustainable companies, rather, it publicly identifies and rejects corporate behaviors that are not aligned with your expectations, values, and beliefs.

The Same Purpose As A Guide For The Entire Organization

The COVID-19 crisis calls into question the resilience of the business sector. Only organizations that act following their purpose and Corporate values, being transparent and inclusive, will emerge stronger from the crisis.

Committed Brands, Brands That Differ

This is a priority trend for both companies and citizens. Brands that enhance their purpose and commitment as a differentiating element and not copy-able by others stand out above the rest and are rewarded by their stakeholders.

Demand For New Work Models

The emergence of the coronavirus crisis forces companies to adapt and accelerate their digital transformation. Advances in technology and digitization join the expectations of workers about shaping the future of work.

Technology, The Key To Reputation Management

More than 74% of experts consider that the new expectations and demands of stakeholders are the most important factor in brand reputation management, followed by new technologies and social networks (65%) and by the growing impact on risks reputational (55%).

The Challenge Of Measuring Intangibles

37% of the organizations surveyed claim to be working on the measurement of intangibles and, more than half, indicates that progress has been made in measuring reputation above communication (34%) or brand (11%). 

The integration of non-financial indicators in the scorecard of the organizations emerges as one of the great challenges that professionals face.

The CEO, More Activist Than Ever

In 2017 we already began to glimpse this trend, and in 2020 we witnessed the growth of purposeful leadership, characterized by its high commitment to the community in which it operates, and a vision of contribution and positive impact in the long term.

Advancement In Inclusion And Diversity As Differentiation

The greater social demand and presence on the public agenda of issues related to inclusion and diversity is the main reason that drives managers to develop these aspects (24%). Another factor that has influenced is the involvement and commitment of senior management (18%).

Managing Privacy

22% of managers say they are working on it and, among these, close to 90% consider that efforts for cybersecurity and data protection are increasing compared to the previous year.

From Global Warming To Climate Emergency

This is one of the topics that most worries; both managers (8.6 / 10) and society in online ecosystems (9.8 / 10). However, only 1 in 4 managers say they are working on issues related to climate change.

The 2030 Agenda As A Roadmap Towards Sustainability

In 2020, organizations that claim to take into account the 2030 Agenda have grown by 12%. 41% of the experts surveyed claim to be working on issues related to the Sustainable Development Goals (SDGs).

Excess Frameworks For Non-Financial Reporting

24% of the professionals surveyed are working on the non-financial report and, among these, more than half publish their non-financial information in annual reports.

Interest In Sustainable And Responsible Investment Grows

More than half of the managers affirm that the demand or interest of investors in ESG matters has grown; and a third also believes that the organization they work for perceives this interest as a clear opportunity. 

It is observed how the growing interest of investors has been transformed into action in recent years with the evolution of the regulatory framework for ESG investment and the development of new funds and sustainable investment initiatives with people and the planet.

The Covid-19 Crisis Tests Supply Chains

Especially those that did not have previous mapping work on their structures. Continual improvement of these will depend on the ability of organizations to foster an ethical and responsible corporate culture, as well as the development of new technologies that facilitate transparency and control.