Corporate Excellence: La licencia social, prioridad estratégica de las empresas en transformación.
- Corporate Excellence y Moeve reúnen a empresas e instituciones en Madrid para debatir sobre cómo la reputación y sostenibilidad son claves en el desarrollo del concepto de licencia social en las organizaciones.
- El encuentro ha servido también para presentar un ebook con claves prácticas para gestionar intangibles y fortalecer la legitimidad social.
El éxito empresarial en el siglo XXI ya no depende únicamente de los resultados financieros, sino de la capacidad de las compañías para generar confianza, fortalecer su reputación y generar un impacto positivo y sostenible en los ecosistemas y los distintos grupos de interés con los que se relaciona. Esta ha sido una de las principales conclusiones de la jornada «Reputación y sostenibilidad: claves para la licencia social» ,organizada hoy por Corporate Excellence-Centre for Reputation Leadership y Moeve en Madrid en Madrid.
A lo largo del encuentro, celebrado en el Auditorio de Torre Moeve en Madrid, directivos de empresas e instituciones como Enagás, Renault Group, Sacyr, DKV, Moeve, Cotec, la Junta de Andalucía, Red Española de Desarrollo Rural, ECODES y beBartlet han coincidido en que la licencia social para operar no es una compensación por los potenciales impactos que pueda generar una actividad, sino que es una alianza para que empresas y comunidades impulsen oportunidades de progreso y crecimiento para ambas partes. La pérdida de legitimidad puede derivar en rechazo social, presión regulatoria o pérdida de clientes e inversores, mientras que mantenerla permite consolidar la sostenibilidad empresarial y la competitividad en el largo plazo.
Ángel Alloza, CEO de Corporate Excellence, ha señalado que “la licencia social para operar es hoy un requisito indispensable para cualquier organización. Ya no basta con cumplir la ley; las empresas deben demostrar coherencia, responsabilidad y propósito en todas sus actuaciones. Solo así podrán consolidar la confianza de sus grupos de interés y garantizar su sostenibilidad a largo plazo”.
En calidad de anfitrión del encuentro, Moeve ha destacado la importancia de abrir espacios de diálogo para compartir experiencias y aprendizajes en torno a la gestión de intangibles. Juan Llobell, director de Corporate Affairs de Moeve, ha añadido que “somos muy conscientes de que el éxito de nuestra transformación como compañía, uno de las más ambiciosas de Europa, no será posible sin el respaldo de la sociedad y de los territorios donde operamos. Desde nuestra dirección de Corporate Affairs estamos impulsando el área de Licencia Social y Alianzas como uno de los principales motores de nuestro cambio”.
La economía de los intangibles gana peso en el valor empresarial
La confianza, la reputación y la marca se consolidan como auténticos garantes de legitimidad. Estos intangibles actúan como termómetros de la relación entre empresas y sociedad, y condicionan de forma directa la aceptación social de las organizaciones. Su adecuada gestión permite anticipar riesgos, reforzar los vínculos con los grupos de interés y generar valor compartido. En un escenario en el que la economía de los intangibles representa ya de media la mitad del valor de mercado de las compañías cotizadas -y alcanza hasta el 85% en algunos sectores-, su gestión estratégica se ha convertido en un requisito imprescindible para asegurar la sostenibilidad empresarial en el largo plazo.
La legitimidad social no se concede de una vez para siempre, sino que se renueva de manera constante en función de la coherencia entre lo que las organizaciones dicen y lo que hacen. Idea que se ha destacado durante el debate y que contribuye a que las compañías que logran mantener esa coherencia se convierten en referentes de liderazgo responsable, generando un clima favorable entre sus grupos de interés. De este modo, la licencia social para operar se refuerza así como un contrato renovable que exige escuchar, adaptarse y responder a las expectativas sociales en tiempo real.
De la hipertransparencia a la atracción de talento
Durante la jornada se ha presentado el ebook «Licencia social para operar,imperativo empresarial del siglo XXI», una guía práctica elaborada por Corporate Excellence para orientar a las compañías en la gestión de los intangibles más influyentes y de los que depende la legitimidad social.
En la publicación se recogen las cinco grandes fuentes de legitimidad social -utilidad, capacidad, impacto social y ambiental, buen gobierno y liderazgo-, que actúan de manera complementaria y explican por qué la sociedad otorga apoyo a una organización. Y se identifican retos críticos que deben tener presentes las empresas como la hipertransparencia, que multiplica el impacto de cualquier error en cuestión de minutos; la polarización social y política, que dificulta el consenso en torno a la actuación de las empresas; y la volatilidad de la confianza, que puede tardar años en construirse, pero perderse en cuestión de segundos.
Junto a estos desafíos, también emergen oportunidades estratégicas: la diferenciación competitiva de las organizaciones con buena reputación, la capacidad de atraer talento e inversión de calidad, y el potencial de convertirse en actores clave en la resolución de grandes desafíos sociales y medioambientales.
El encuentro ha concluido con una llamada a reforzar la gestión de intangibles como garantes de legitimidad social para operar. Los participantes coincidieron en que esta licencia no puede darse por sentada, sino que exige coherencia entre lo que las organizaciones dicen y lo que hacen, así como un liderazgo responsable y con propósito.
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