Aberje Editorial launches, on September 1st, the book Reputation and Shared Value – Conversations with CEOs of Leading ESG Companies, at the Livraria Cultura do Conjunto Nacional, in São Paulo (SP). In this book, corporate communications experts Tatiana Maia Lins e Elizabeth Prado conduct an interview with CEOs of the most reputable companies in Brazil in each area, a contribution to corporate leaders in Brazil and Latin America.
To compose the panel of interviewees, the CEOs of the leading companies with reputation in the Merco Rankings were chosen – The Most Responsible ESG Companies in Brazil, released in 2021 and 2022. A total of 12 CEOs were interviewed, in addition to Luiza Helena Trajano, for being the most reputable executive in the country according to the Merco Ranking. Are they: Marcelo Oromendia (3M); Roberto Funari ( espadrilles ), Jean Jereissati (Ambev); Malu Nachreiner (Bayer); Gustavo Werneck (Poems); Fábio Coelho (Google); Milton Maluhy Filho (Itau Unibanco); João Paulo Ferreira (Nature); Martha Diez (Pfizer); Walter Schalka (Suzano); rafael chang (Toyota); e Christian Gebara (Vivo).
In addition, corporate communication specialists also sought to understand how these CEOs saw and positioned themselves within the ESG agenda, which is not new, but has been promoting a change in investment and consumption mindset, demanding more ethical postures and with a systemic vision for generation of shared value with all stakeholders.
The author Elisa Prado points out:
“Dialogue, listen and engage are crucial verbs for effective communication between publics and companies. The CEOs heard in this book are aware of this mission and are increasingly available to build bridges and engage stakeholders to share value with society, as they know that delivering quality products and services is the basics, the least companies need to do. . Consumers want more than that (and more). They want to relate to ethical institutions that position themselves as protagonists in solving social and environmental problems. They know that success depends on the value shared with society and the planet.”
Tatiana Maia Lins, who also works as a consultant in Corporate Reputation, emphasizes that, before the pandemic, the reputation of an institution was formed by the quality of its products and services, by its ethical performance, by the internal work environment, by the care with the environment and for its social actions, which are often punctual. According to her:
“In recent months, the component of generating shared value with all stakeholders has gained even more strength in this equation and is already a reality on the agenda of CEOs, generating profound cultural transformations in companies. Reputation and Shared Value are now part of the agenda of the CEOs of the largest companies in Brazil and the world. Stakeholder Capitalism is here to stay and the faster it is adopted, the greater the chances of success for the institution.”
Ingo Ploger, president of the Latin American Business Council (CEAL), writes in the book’s preface:
“This book offers us the sharing of their generational visions and very different experiences, which makes this work a factor of renewal for our Brazilian leaders. As leaders, we still have a lot to do to be able to develop in ourselves and in our teams the responsibility of reputation in these times of total visibility. The leaders interviewed here showed their commitment to this evolution and the path ahead. I think that the interviewees themselves, highly visible leaders, after the interviews and reading what their colleagues have witnessed, will also learn a little more. This is certainly the purpose of Tatiana and Elisa, to permanently transform leaders for their greater good.”
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