The role of sustainability in building a strong country’s reputation – value creating strategy for country brand managers
By Natalia Arenzana and Fernando Prado, Managing Partners, Reputation Lab
The importance of sustainability practices and policies in business are no longer questioned. Companies that are perceived as ethical and responsible are more admired and respected by their stakeholders. This leads to positive attitudes towards them, such as giving them the benefit of the doubt in a crisis, being willing to invest, apply for a job, or buy their products. These correlations have been thoroughly tested and quantified in corporate reputation analysis models used by companies (such as our own RepCore® model) and adopted by some of the most reputed companies in the world.
If sustainability is critical to a company's reputation, the question is whether it is equally critical to a country's reputation. If we believe that companies have a responsibility to protect the environment or address social inequalities in the communities where they operate, then it follows that countries and their governments have an even greater responsibility to do so.
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