Reputation Lab presents the findings of the RepCore® Nations 2025 Latin America analysis during the webinar organized by Empresability, alongside its founders Juan Felipe Cajiga and Jaime Santibáñez.

The session featured Fernando Prado and Natalia Arenzana, founding partners of Reputation Lab. The event explored how sustainability, ethics, and institutional quality directly influence the reputation and competitiveness of Latin American countries, as well as their impact on economic variables such as foreign direct investment and tourism.

The RepCore® Nations 2025 analyzes the reputation of the 60 countries with the highest GDP in the world and the 20 leading Latin American countries, both within the G7 context and among the six largest economies in the region, RepCore® Nations 2025 analyzes the reputation of the 60 countries with the highest GDP in the world and the 20 leading Latin American countries, both within the G7 and among the six largest economies in the region, based on data obtained from a direct public opinion survey conducted between March and April 2025. The results reveal a notable difference in the perception of Latin America depending on the context: while in G7 economies the average reputation of Latin American countries is considered moderate, within the Latin American region itself, the level drops to weak. In the ranking, Costa Rica, Peru, and Puerto Rico hold the top positions according to G7 public opinion, while Uruguay, Brazil, and Costa Rica lead the classification within the Latin American context. These variations reflect the different perspectives and expectations about the region from both external and internal viewpoints.

The analysis confirms that ESG (Environmental, Social, and Governance) factors are key in building national reputation. However, priorities vary depending on the context: G7 public opinion places greater emphasis on ethical and environmental factors, while in Latin America, governance and social issues stand out.

These findings highlight the importance of understanding both local and international dynamics of country reputation and of integrating sustainability as a strategic axis in its management.