Corporate reputation in Latam: the number one priority for companies

Corporate reputation in Latam has become a central strategic pillar for organizations across the region. As companies navigate increasingly complex environments, building and protecting intangible assets like reputation is seen as essential for long-term value, risk management, and maintaining a license to operate in society.

A recent ranking released by the business foundation Corporate Excellence highlights that 73.7% of Latin American organizations consider corporate reputation their most important intangible asset. This figure stands twelve percentage points above the global average of 61.1%, underscoring the unique weight placed on this issue in the region.

Corporate communication and responsible leadership follow in importance

Following corporate reputation, 59.5% of surveyed organizations ranked corporate communication as their next strategic priority. This reflects the growing role of communication in shaping stakeholder trust and ensuring transparency across all business operations.

In third place is responsible leadership, identified by 56.5% of professionals as a key objective for 2025. This emphasis suggests a rising demand for leadership styles that are grounded in ethics, integrity, and social responsibility.

Purpose-driven communication gains momentum

The study surveyed more than 2,100 professionals, nearly 40% of whom are part of senior leadership. Among this group, 44.4% say they are currently allocating resources to transform leadership models, focusing on responsible conduct and ethical frameworks.

According to María Luisa Martínez, president of Corporate Excellence, communication today is “a strategic area fully integrated across all levels of organizational decision-making.” She also highlights that we are witnessing “a moment of consolidation in the rise of purpose-driven communication.”

This alignment between reputation, communication, and responsible leadership reveals a broader shift in how Latin American companies are preparing to face future challenges. Rather than focusing solely on operational efficiency or growth, organizations are increasingly committed to social legitimacy, stakeholder engagement, and values-based leadership.

As the data shows, corporate reputation in Latam is not only a recognized intangible asset, but the top strategic priority for businesses in the region. Closely followed by communication and responsible leadership, this focus marks a clear direction for how organizations are redefining success. The path forward for companies in Latin America will likely depend on how well they embed reputation, ethics, and purpose into their core business strategies.