a global approach to the topic of reputation and relevance in context

Ambev and Rio2C have joined forces to provoke, map, and boost Brazilian creativity, inviting brilliant minds – thinkers, creatives, and executives – to reimagine the future. Last Tuesday (May 5th), Ana Couto was invited to participate in Ambev CREATIVEX, a platform to understand trends, reshape concepts, practice innovation, and experience creativity. We've summarized the main points of this Rio2C@Live panel for you to check out:

The concept and importance of reputation.

According to Gloria Origgi, who has published a book on the subject, reputation is the social skin, a cloud of opinions that, although it directly affects us, is not under our control. With the abundance of information and the diversity of narratives that occupy our environments today, we need to inspire trust, demonstrate authenticity in our actions, and be perceived as having a good reputation.
In the current context, the topic of reputation cannot be considered without mentioning the scientific community, whose opinions have gained prominence. For laypeople, distrust and disorientation are reinforced by a lack of accessible and credible information. Gloria mentioned the science and research sectors as focal points for investment, given their renewed relevance in this context.

Infodemic* and value creation

The way we relate to information has been changing significantly in the face of low credibility and a crisis in communication. André Velozzo reflected on the distinctions between a world driven by data and a world driven by values. According to the data science expert, from a technological perspective, information is merely data to be fragmented, specialized, combined, and exchanged. From a human perspective, however, information gains meaning through the finiteness of life and the relationships of trust that we are able to create and maintain.

According to André, we need to shift our model. Currently, we sell applications, workforce, processing power, and data storage, but we lack a true understanding of what all this means, of where we are going with the information we process every day. As individuals, we feel and measure the world through our senses, but as a collective and as a society, we do this through industries. Therefore, we have a responsibility to answer to society based on an understanding of the real impact of what we are building as the future.

A new era for technology or for humanity?

There is a long way to go between manipulating behaviors and changing mindsets. Trust is not something we monetize through technology. Beyond the issue of communication and information, there are our actions occupying digital environments and the current scenario. Carla Crippa spoke about corporate responsibilities translated into actions that prioritize not only the health and safety of people, but also positively impact our ecosystems and partners, putting our capabilities, expertise, and time dedicated to serving the needs of humanity at this turning point.
For her, ethics and social commitment are, for the first time in history, the main indicators of reputation. No longer services and products, but transparency, trust, responsibility towards people, and community thinking determine how we generate perceived value.

Brazil is not a philanthropic country by nature, but the crisis we are going through has reinforced the role of purpose in all dimensions of reputation: responsibility, loyalty, prestige, sustainability, fidelity, trust, and transparency. We are living in times of global synchronicity. Everywhere, we see similar challenges, reprioritization of resources, and the relevance of human values. If we can change and learn, this is an opportunity to truly establish a new way of building value.

*The feeling of distress and panic that takes hold in the population due to the large amount of information in the media.