Building a strong reputation: win over Gen X skeptics and play the long game

Sharing insights from a Bloomberg Media study, marketing executives Anne Kawalerski, Michelle Lynn, and Elisabeth Oak highlight six ways leaders can influence corporate reputation approaches within their organizations

Global forces are making corporate trust more difficult to cultivate than ever. Against a backdrop of volatile elections, economic instability, slowing momentum for ESG and DE&I initiatives, wariness of the promise and pitfalls of GenAI, and media distrust, how can business leaders ensure their corporate reputations will help them meet these challenges? To understand the dynamics of corporate reputation – how it shows up, how it’s valued within organizations, who’s responsible for it, and how it’s measured – we surveyed 1,269 senior business leaders based in the US, the UK, Hong Kong, and Singapore. These business leaders represented diverse functions across their organizations, including marketing, sales, product, finance, human resources, IT, and legal, as well as a range of roles from VP/Director level to the C-suite. While most corporate reputation…

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I by IMD (Digital) - 1 Issue, 16. December 2024

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