Building a strong corporate reputation is now more relevant than ever. The Purpose Priorities Report 2024 by Porter Novelli highlights the key trends that will shape brand reputation in 2025.
From sustainability to addressing cultural polarization, these are the elements that businesses and brands must prioritize to stay in the public’s favor.
1. Reputation as a strategic asset in times of uncertainty
Economic and political tensions have turned reputation into a key pillar for companies. A strong reputation helps attract talent, retain customers, and protect the company during crises.
Porter Novelli’s report highlights that, amid uncertainty, brands must position themselves as stable and reliable, as a strong reputation is perceived as a “shield” against potential crises.
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2. Greater demands from younger consumers
Millennials and Generation Z demand that companies take action on social and environmental issues. According to the report, 65% of consumers believe that companies are better positioned than governments to address these problems, increasing the pressure on businesses to take an active role in climate change, social justice, and sustainability.
3. Authenticity in the digital era
Social media exposure and real-time scrutiny pose a constant risk for companies, as any mistake can go viral within hours. However, those companies that authentically communicate their social and purpose-driven actions experience greater consumer loyalty. The report suggests that transparency and constant communication are the keys to strengthening reputation.
4. The complexity of a polarized society
The report highlights how anti-ESG and anti-woke movements have created divisions, requiring companies to navigate opposing viewpoints cautiously. Despite growing polarization, 79% of consumers still expect companies to advance their purpose commitments, showing that, for many, social responsibility is not optional.
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5. Durable and accessible products
Consumers increasingly value product durability and accessibility. 84% believe brands should produce longer-lasting products, while 82% expect information on how to repair them. This 2025 trend reflects the growing demand for high-quality products that are not only functional but also have a reduced environmental impact.
6. Sustainability and waste reduction
Sustainability is a significant factor for consumers, who call for reusable products instead of disposables.
44% of respondents believe companies should promote the purchase of reusable products. This trend requires companies to innovate in their designs and packaging, encouraging the use of recyclable materials and products that help minimize waste.
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7. Reduced energy consumption
37% of consumers expect companies to develop products that use less energy. This interest reflects the growing environmental awareness among consumers, who seek options to reduce their ecological footprint without sacrificing functionality or convenience.
8. Promoting social and environmental causes
The report shows that consumers value companies that motivate them to engage in social and environmental issues. 69% of respondents expect companies to promote support for these topics. This opens an opportunity for brands to implement educational and awareness campaigns that align their values with those of their consumers.
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9. Corporate reputation as an indicator of business health
The report highlights how corporate reputation has become an integral indicator of a company’s “health.” Consumers observe not only product quality but also how a company manages its social and environmental commitments, which becomes a decisive factor in evaluating a brand’s reliability.
10. The role of purpose in the future of brands
Finally, the report emphasizes that purpose remains a driving force of value for brands. Companies with a clear and genuine purpose not only attract loyal consumers but also committed employees and communities that want them as an integral part.
On this, Porter Novelli recommends that brands maintain consistency in their communication and remember that, in a changing environment, purpose can be their greatest differentiator.
