economy
diciembre 29, 2025
Purpose 2.0: el nuevo estándar que va a redefinir la reputación de las empresas para el año que viene
La reputación es un factor estratégico que condiciona la atracción de talento, la inversión y la sostenibilidad a largo plazo. Foto: iStock
TL;DR
- Corporate purpose is shifting from aspirational ideals to measurable actions by 2026 due to declining trust in corporations.
- Only 40% of people trust that companies act in the public interest, according to the OECD.
- Experts call this evolution "Purpose 2.0," where purpose becomes an operational criterion for governance and management.
- Reputation is now built on coherence and actions, not just promises.
- 68% of people believe brands exaggerate their social or environmental commitments, leading to fatigue.
- Companies face increased demands to demonstrate real impact, with purpose guiding decisions across the value chain.
- The ethical governance of technology, including AI bias mitigation and data privacy (72% concerned), is crucial for corporate reputation.
- 72% of decision-makers consider reputation among their top corporate risks.
- Transparency is becoming a minimum operational standard, requiring companies to provide evidence of their actions and learnings.
- Purpose 2.0 defines corporate reputation through consistency between words and deeds, prioritizing measurable systems over narratives.