The Diligent Governance Trends 2025 report indicates that 72% of organizations already identify reputation as one of their top three corporate risks, placing it on par with cybersecurity and regulatory compliance. Yusuf Laroussi, an expert from the agency another, highlights that the companies that will thrive are those that manage to turn their purpose into a measurable, governable, and visible system. According to OECD figures, currently only 40% of people trust that corporations act in the public interest, forcing organizations to move from poetic promises to tangible evidence in their governance.
From Narrative to Operational Coherence The era of Purpose 2.0 demands that companies integrate their reason for being directly into business strategy, not just in their advertising campaigns. According to the Technology Vision 2024 report, 67% of people demand clarity on how companies use AI in their internal processes. Organizations must demonstrate the ability to mitigate biases, protect privacy, and ensure that automated systems reflect human values, elevating digital responsibility to a strategic leadership level.
Reputational Risk on the Board Agenda Reputation management has ceased to be a task exclusive to communication departments and has become a priority for boards of directors.
Key Principles of Purpose 2.0 to Strengthen Trust and Corporate Governance Amid growing global distrust, companies are adopting Purpose 2.0 to turn their values into measurable and governable systems that ensure their financial value. In Laroussi's view, leadership will not belong to those who promise the most, but to those who manage to demonstrate better results through transparency and the generation of solid evidence before their stakeholders.
Technological Responsibility and Transparency The advent of artificial intelligence has introduced new challenges for corporate trust. In this sense, reputation is built at the intersection of coherence and action, especially in processes that are not visible to the public. Data from Anthesis Group reinforces this need for change, revealing that 68% of consumers perceive an exaggeration in the social or environmental commitments of brands. Under the Purpose 2.0 framework, technological ethics becomes a reputational opportunity. Yusuf Laroussi, Chief of Staff LATAM at the agency another, explains in the third person that purpose should no longer be measured by the aesthetics of the discourse, but by the discipline applied in each decision.
