Natalia Arenzana Explores Society’s Expectations and Their Influence on Corporate Reputation
Reputation Lab’s Managing Partner participated in Empresability’s Café con Expertos series, highlighting the importance of researching and understanding stakeholder expectations to guide corporate reputation management.
October 29, 2026
Natalia Arenzana, Managing Partner at Reputation Lab, participated as a guest expert in the 39th edition of Café con Expertos, a discussion series organized by Empresability, the Ibero-American Social Responsibility Movement, which brings together professionals and specialists in sustainability, corporate social responsibility, and business management.
Under the title “Do Companies Understand What Society Expects of Them?”, her presentation addressed one of the key challenges of corporate reputation management: understanding what different stakeholder groups expect from organizations and how those expectations influence the way companies are perceived and evaluated.
During the session, Natalia Arenzana emphasized that reputation is a strategic asset that contributes to value creation and helps protect an organization’s social license to operate. However, managing reputation effectively requires organizations to look beyond their own assumptions about what society considers important.
Researching Stakeholder Expectations to Guide Business Decisions
One of the central messages of the presentation was the need to research, listen to, and validate stakeholder expectations rather than assuming that companies already understand them.
Drawing on Reputation Lab’s experience in reputation research and management, Natalia Arenzana explained how analyzing perceptions and the factors that most strongly influence reputation enables organizations to identify priorities and guide business decisions.
This approach is particularly relevant in areas such as sustainability and corporate social responsibility, where business initiatives should respond to stakeholder expectations and make a meaningful contribution to building reputation.
The session also included a Q&A discussion, during which participants shared their perspectives and raised further questions about the relationship between societal expectations, corporate behavior, and reputation.
Reputation Lab thanks Empresability for the invitation to participate in this edition of Café con Expertos and for the opportunity to contribute to an important discussion about the challenges of responsible business management.
Watch the Session Recording
The recording of the 39th edition of Café con Expertos, featuring Natalia Arenzana, is available through Empresability.