Get the M.E.M.O.?
Guilherme (Gui) Athia, CCA
Mentor, Keynote Speaker & Advisor | Author | Creator of the M.E.M.O.? Framework. 30+ Years of International Leadership in Reputation, Public Affairs & Corporate Governance | Former V.P. Nike & Renault (Latam/EMEA)
Four Questions to inspire decision-makers to build personal and company trust: M.E.M.O.? : Map, Execute, Measure, and Optimize—The Framework for Trust and Governance.
(EN) This Week’s Case: 2025 Edelman Trust Barometer: CEOs, Trust Pillars, and the Demand for Action
The 2025 Edelman Trust Barometer, launched at the World Economic Forum in Davos, reveals that trust in business is now 16 points higher than in government and 20 points higher than in media. However, 71% of respondents expect CEOs to address societal issues like misinformation, workplace collaboration, and economic inequality. Trust remains conditional, with stakeholders increasingly looking for companies to align their Trust Pillars—core values and strategies—with visible actions and measurable outcomes.
For Boards and CEOs, the challenge lies in using their Trust Pillars to navigate these heightened expectations while staying aligned with their business objectives and stakeholder needs.
01. Map:
Have Boards used the company’s Trust Pillars to identify the societal issues most relevant to stakeholders, ensuring alignment with corporate strategy and long-term goals?
02. Execute:
Are governance frameworks leveraging Trust Pillars to guide CEOs in addressing societal challenges through initiatives that balance business priorities with stakeholder demands?
03. Measure:
What KPIs are being used to evaluate the success of initiatives tied to Trust Pillars, such as improvements in stakeholder sentiment, employee engagement, or progress on sustainability commitments?
04. Optimize:
How are Boards using lessons from Trust Pillars-related initiatives to refine governance strategies and ensure ongoing trust-building across stakeholder groups?
Trust Pillars are the core values and strategies that align your company’s objectives with stakeholder expectations, ensuring transparency and accountability.
Trust is the currency of sustainable business—lose it, and the cost is more than financial.
Benchmarks: Unilever’s Sustainability Strategy: Demonstrating how businesses can address societal challenges while reinforcing brand trust. Microsoft’s AI Ethics Framework: A model for engaging with complex societal issues transparently and ethically. Starbucks’ Employee-Centric Activism: Insights on balancing workforce collaboration with corporate values.
What’s your organization’s approach to integrating Trust Pillars into societal engagement strategies? Share your thoughts.
Subscribe to Get the M.E.M.O.:
On LinkedIn or via our website (www.guitahia) or simply clicking this link (https://forms.wix.com/fcff1a89-cc63-4321-8a8e-5c9bd91fefed:a50e8b68-7b97-46e8-b0dc-4303cdf2899e) to receive insightful governance strategies, practical questions, and trust-building tools every Tuesday, straight to your inbox.
Gui Athia—Mentor, Keynote Speaker, and Advisor. Author of Get the M.E.M.O.
#LeadershipDevelopment #BusinessStrategy #TrustBuilding #CorporateReputation #CrisisLeadership #EthicalBusiness #ExecutiveMentorship #GetTheMEMO #StrategicGovernance #DesenvolvimentoDeLideran?a? #EstratégiaDeNegócios? #Constru??oDeConfian?a?#Reputa??oCorporativa? #Lideran?aEmCrises? #Negócioséticos? #MentoriaExecutiva? #GetTheMEMO? #Governan?aEstratégica?
Get the M.E.M.O.?
Quatro perguntas para inspirar tomadores de decis?o a construir confian?a pessoal e empresarial: M.E.M.O.? : Mapear, Executar, Medir e Otimizar—O Framework para Confian?a e Governan?a.
领英推荐
(PT) Caso da Semana: 2025 Edelman Trust Barometer: CEOs, Pilares de Confian?a e a Demanda por A??o
O 2025 Edelman Trust Barometer, lan?ado no Fórum Econ?mico Mundial em Davos, revela que a confian?a nos negócios está agora 16 pontos acima do governo e 20 pontos acima da mídia. No entanto, 71% dos entrevistados esperam que os CEOs abordem quest?es sociais, como desinforma??o, colabora??o no local de trabalho e desigualdade econ?mica. A confian?a continua sendo condicional, com stakeholders buscando cada vez mais que as empresas alinhem seus Pilares de Confian?a—valores e estratégias centrais—com a??es visíveis e resultados mensuráveis.
Para Conselhos e CEOs, o desafio está em usar seus Pilares de Confian?a para navegar essas expectativas elevadas enquanto permanecem alinhados com seus objetivos empresariais e as necessidades dos stakeholders.
01. Mapear:
Os Conselhos usaram os Pilares de Confian?a da empresa para identificar as quest?es sociais mais relevantes para os stakeholders, garantindo alinhamento com a estratégia corporativa e os objetivos de longo prazo?
02. Executar:
Os frameworks de governan?a est?o aproveitando os Pilares de Confian?a para guiar os CEOs no enfrentamento de desafios sociais por meio de iniciativas que equilibrem prioridades de negócios com as demandas dos stakeholders?
03. Mensurar:
Quais KPIs est?o sendo usados para avaliar o sucesso de iniciativas vinculadas aos Pilares de Confian?a, como melhorias no sentimento dos stakeholders, engajamento dos funcionários ou progresso nos compromissos de sustentabilidade?
04. Otimizar:
Como os Conselhos est?o usando li??es aprendidas em iniciativas relacionadas aos Pilares de Confian?a para refinar estratégias de governan?a, garantindo a constru??o contínua de confian?a entre os grupos de stakeholders?
Pilares de Confian?a s?o os valores e estratégias centrais que alinham os objetivos da sua empresa com as expectativas dos stakeholders, garantindo transparência e responsabilidade.
A confian?a é a moeda dos negócios sustentáveis—perdê-la traz custos que v?o além do financeiro.
Referências:
? Estratégia de Sustentabilidade da Unilever: Demonstrando como empresas podem abordar desafios sociais enquanto refor?am a confian?a na marca.
? Framework de ética em IA da Microsoft: Um modelo para engajar com quest?es sociais complexas de forma transparente e ética.
? Ativismo Centrado no Funcionário da Starbucks: Insights sobre equilibrar colabora??o na for?a de trabalho com os valores corporativos.
Qual é a abordagem da sua organiza??o para integrar os Pilares de Confian?a em estratégias de engajamento social? Compartilhe seus pensamentos.
Gui Athia—Mentor, Palestrante e Consultor. Autor de Get the M.E.M.O.
Assine a Newsletter Get the M.E.M.O.?:
No LinkedIn ou através do nosso site (www.guiathia) ou simplesmente clicando aqui (https://forms.wix.com/fcff1a89-cc63-4321-8a8e-5c9bd91fefed:a50e8b68-7b97-46e8-b0dc-4303cdf2899e) para receber estratégias de governan?a perspicazes, perguntas práticas e ferramentas de constru??o de confian?a todas as ter?as-feiras diretamente na sua caixa de entrada.
#LeadershipDevelopment #BusinessStrategy #TrustBuilding #CorporateReputation #CrisisLeadership #EthicalBusiness #ExecutiveMentorship #GetTheMEMO #StrategicGovernance #DesenvolvimentoDeLideran?a?#EstratégiaDeNegócios?#Constru??oDeConfian?a?#Reputa??oCorporativa?#Lideran?aEmCrises?#Negócioséticos?#MentoriaExecutiva?#GetTheMEMO?#Governan?aEstratégica