Having a sustainable reputation is not just a matter of image, is about building a resilient and transparent business strategy.
Reputation in general terms is one of the greatest assets companies have. As for today, such reputation needs to be aligned with sustainability and everything that it encompasses.
From environmental responsibility to social justice and good company policies, businesses have many boxes to tick in order to build such reputation, but the end goal (resilience) is worth the effort.
Reputation in the times of crisis
Most companies are aware of the power of having a positive reputation, and what that means for the business: loyal costumers, brand differentiation, good stakeholder relationship etc.
But what happens in times of crisis? Take for example an economic crisis; most leaders will put reputation management at the back of responsibilities, with no prioritization whatsoever, and although it is understandable, perhaps, they’d be missing the bigger point.
Prioritizing reputation
There is, however, enough evidence to suggest that, in times of crisis, prioritizing reputation is a smart thing to do. In fact, it would be beneficial to pay extra attention.
This is especially true when it comes to environmental, social and governance practices (ESG) and how the latter translate in reputational terms. In times of crisis, people are more critical of ESG practices, and so they imprint these views on organizations.
Engage employees in the sustainability strategy
It is in times of crisis, such as the economic crisis of 2008, or the recent covid-19 health crisis, that people pay the most attention to companies, and so companies should pay more attention to their own reputational practices.
The power of a sustainable reputation
But the real problem lies in the reputational issues that this could bring in the long term, as people’s beliefs are fixed in a given idea regarding a company. Ideas which can be very difficult to overcome and generate a climate of disbelief and scepticism.
On the opposite side of things, building and prioritizing a sustainable or good ESG reputation, specially in times of crisis, can make thins spiral upwards.
With a good public reputation come better stakeholder relationships. These are crucial to innovation and the improvement of sustainability practices, creating a vicious cycle for a better and stronger reputation.
Working on the ESG strategy and on its transparent communication can help companies grow more sustainably together with the public’s support, further differentiating themselves and their responsible ways of doing business.
The sustainable reputation guide
Engage employees in the sustainability strategy
We believe that employees are far from being indifferent from participation in sustainable efforts, and actually look for the opportunity to be actively engaged and find purpose in having a positive impact through their jobs.
That is why through our technology we work to activate and track employees’ impact, creating engagement that translates into improved ESG metrics, reputational value and an overall positive impact for the environment and society.
Because the workplace can in fact become the perfect environment to find that collective eagerness to make a difference, both for the sustainability and purpose of the company and a more sustainable way of being for all.
