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7 out of 10 professionals say that the pandemic has changed the way they lead their organization and that a new leadership model is required that is more responsible and sensitive to their environment. This is clear from the report Approaching the Future 2021: Trends in Reputation and Management of Intangibles, prepared by Corporate Excellence – Center for Reputation Leadership and CANVAS Sustainable Strategies, and which has presented the results for Latin America with the support of the Integrarse Network, the Chair Itinerant Pizzolante and CMI, Corporación Multi Inversiones. At the meeting, which reflected on the future of Latin American organizations, the incorporation of CMI, Corporación Multi Inversiones, was announced. as the first company in Central America to join the Spanish think tank for reputation and excellent management of intangibles Corporate Excellence – Center for Reputation Leadership. In the debate, moderated by Juan Pablo Morataya, CEO of CentraRSE, it has been emphasized that the concerns for Latin American managers are similar to other geographies, and how organizations in Latin America are focusing their efforts on adapting and responding to the new reality after the pandemic: 84% of Latin American organizations claim to be working on adaptation to the context, digitization (50%), communication 47.5%), corporate purpose (41.8%), management of reputation and reputational risk (40.2%). Reputation, purpose and communication, key in the business model with a future In the case of Latin American organizations, it is observed how the impact of the pandemic on the business agenda drives significant progress in terms of corporate purpose and reputation. According to the report, the number of organizations that work for corporate purposes goes from 20% in 2020 to 36% in 2021. A figure that rises to 41.8% in the case of Latin American organizations. But as the report points out, there are great differences between defining and having an organizational purpose and the fact of implementing and activating it in the organization and in all its points of contact. Rwanda Email List is what Approaching the Future qualifies as “words without reality or the paradox of purpose.” The results also reveal a significant advance in the management of reputation and reputational risks. It is the third most relevant aspect for business management at a global level and the number of organizations working in this field goes from 22% in 2020 to 36% in 2021. An even greater increase in the case of Latin America, which almost doubles this figure reaching 40.2% of organizations advancing in this line. But as the report points out, there are major differences between defining and having an organizational purpose and the fact of implementing and activating it in the organization and in all its points of contact. The management of reputation and reputational risk emerges as a crucial issue for 70% of Latin American organizations, who now perceive it as a more important factor than before the pandemic.

The crisis that COVID-19 has led us to highlights, once again, the importance of advancing in the management and measurement of reputation to ensure the future of organizations in any type of context. It is a tool for contextual intelligence and continuous improvement towards excellence by considering the expectations and demands of stakeholders in the decision-making process. All organizations should have this indicator on their management map “, says Ángel Alloza, CEO of Corporate Excellence – Center for Reputation Leadership. It should be noted, in turn, that for the first time in the six years of Approaching the Future study , communication emerges between the areas in which organizations are working the most. It is the third most studied topic by Latin American organizations after adaptation to the context and digitization, so this data should be seen as an opportunity for those responsible for communication. 80% of professionals assure that communication acquires more strategic relevance as a key function to respond to the new context based on listening and monitoring the expectations and demands of stakeholders Deceleration of the 2030 Agenda and climate change The need Adapting to the transformations generated by the pandemic and facing its consequences changes the order of priorities of organizations: while in 2020 global warming and the 2030 Agenda were among the first trends to which professionals gave greater importance, In 2021 they fall to positions 13 and 12, respectively. In this way, the number of organizations engaged in this area goes from 41% in 2020 to 25% in 2021. This represents a drop of 16 points. And the data is even more significant for Latin American organizations, where the number of companies advancing in this field drops to 21.3%. “The need for organizations to adapt their business to the context of COVID-19, has generated a notable slowdown in the aspects most related to sustainability, which, on the other hand, are crucial for the company model with a future. A new leadership model based on the generation of positive impact and social, ethical and environmental value is required. and economic “, points out Italo Pizzolante, Founding Partner of the international consulting firm Pizzolante. The future of organizations in Latin America In the current social context, the importance of promoting new forms of leadership in organizations has become apparent. Intangible assets and resources represent around 50% of the business value and this requires professionals capable of managing them excellently. ApproachingThe Future becomes a practical tool to know the trends and priorities of the business agenda. “With commitment and responsibility, with the more than 40,000 collaborators that make up the CMI family, we have worked to make the legacy of our founder – Juan Bautista Gutierrez – transcends and is reflected in investment and job creation, which translates into economic development, social and environmental, for the communities with which we interact. In addition, with the results that we see today of the trends shown by the study “Approaching The Future 2021”, where more and more companies are committed to sustainable social development, we note that we are going in the right direction, not only in terms of reputation, but in generating value for the societies where we operate “, underlines José González-Campo, Senior Director of Corporate Affairs at CMI. Methodology and collaborating entities María Alicia Urbaneja, President Pro Tempore Red, participated in the presentation meeting, in order of intervention Integrate; Ángel Alloza, CEO Corporate Excellence – Center for Reputation Leadership; Clara Fontán, Director of Intelligence & Knowledge Corporate Excellence – Center for Reputation Leadership; Juan Pablo Morataya, Executive Director of CentraRSE; Italo Pizzolante, Director Pizzolante Itinerant Chair and Founding Partner Pizzolante; and José González-Campo, Director of Corporate Affairs CMI (Corporación Multi Inversiones) The 6th edition of this report offers a very useful analysis to understand the key aspects that organizations are working on and the challenges they face, as well as an evolution of the benchmark trends over the last year, based on 500 surveys of managers and professionals, the prospective reflections of a select group of international national experts, the exhaustive study of more than 400 external sources and the application of intelligence artificial and advanced analysis from the study of more than 15. 000 conversation threads in digital ecosystems, which contextualize and provide a valuable qualitative and quantitative diagnosis. The report has had the participation as research partners with Punto de Fuga, a market research and social prospective company, the Aula de Mecenazgo para the Innovation of Metrics and Management of Intangibles and the Center for Applied Social Research (CISA) of the University of Malaga. In addition, it has the support of the following collaborating entities: Aberje, APC – Association for the progress of Communication, Spanish Marketing Association, B-Corp Spain, Cátedra Itinerante Pizzolante, CECORP, ConsejoPR, DCH – International Organization of Capital Managers Humano, Dircom Spain, Dircom Panama, DIRSE, FMRE – Forum of Renowned Spanish Brands, FOCCO, More Humano Foundation, PRORP, University of Navarra – Master in Corporate Reputation (MERC). In this edition the following experts have participated through in-depth interviews: Aitor Jauregui, head of BlackRock for Spain, Portugal and Andorra; Andrea-Bonime Blanc, CEO of GEK Risk Advisory; Farid Baddache, CEO of Ksapa Sustainability; Gabriela González-Valdés, Deputy Director General, Communication and RREE of the Institute of Internal Auditors of Spain; Italo Pizzolante, director of the Pizzolante Chair & Founding Partner of Pizzolante, expert in reputation and management of intangibles; Perrine Bouhana, managing director of GlobeScan; Oriol Iglesias, professor of Branding at ESADE Business School, co-director of the executive program The Global CCO and member of the think tank of brands with a conscience Medinge Group; and Silvia Bacigalupo,

 

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