IBERSOL | Integrated Management Report 2022

STRATEGIC FRAMEWORK Brand reputation The Ibersol Group’s success and reputation is closely linked to the suc- cess and reputation of the international brands that it represents and develops in the markets where it operates, which account for most of the Group’s volume of activity. By committing to international con- tracts and operating standards that, by definition, guarantee the offer of products and services in accordance with the brands’ requirements, the Ibersol Group acquires a set of opportunities and benefits, but also a number of challenges and responsibilities related to managing the image and communication of those brands, including all their positive and potentially not so positive aspects. In this field, in addition to the natural operational and strategic moni- toring of the business and frequent interaction with partners, the Ib- ersol Group has a careful approach to the markets, with permanent monitoring of the relevant national and international clippings of the sector, the targeted brands, and the respective corporate groups. Social Risks Attracting and retaining critical talent The cultural transformation of societies, induced by access to technol- ogy, information and new markets, products, and services, means that new generations of professionals enter the labour market with a more demanding perspective regarding the alignment with organisational values and professional achievement criteria. Additionally, the same technological and cultural evolution brings with it the need for compa- nies to acquire and develop in advance new critical skills for the future. In terms of people management, the Ibersol Group is aware of the importance of developing and retaining the acquired talent, at all func- tional and hierarchical levels of the organisation. In addition to moni- toring the organisational climate, the Ibersol Group permanently has a set of initiatives in place for training, engaging, and motivating its em- ployees, while simultaneously ensuring a diverse, non-discriminatory, 76