The importance of positive marketing in Compliance Programs is crucial for the success of this program in organizations. Compliance, in a more conventional context, refers to adherence to laws, regulations and internal policies that ensure the company operates in an ethical and legal manner. However, the simple compliance with rules is not enough, it is necessary to create a culture of compliance within the company. Positive marketing plays a fundamental role in this process, helping to promote compliance as something essential, valuable and beneficial, instead of being seen merely as an obligation or a set of restrictions
To get an idea, aresearch done by Deloitte, company with auditing and consulting solutions, it revealed that 73% of Brazilian companies want and plan to invest in training to comply with compliance standards by the end of 2024. The same survey also showed that compliance contributed to the financial growth of 89% of the interviewed companies. This is just one of the contributing factors of the program, for this reason it is so important to implement it in organizations
At first, positive marketing creates an environment in which compliance is understood and accepted as a business partner, not as a burden. By emphasizing the benefits of an ethical culture – how to protect the company's reputation, risk analysis and improvement in the work environment – positive marketing makes the program more attractive to employees. When they understand that compliance protects the company and also their safety at work, employees tend to engage more with compliance policies and practices. This generates greater adherence and, consequently, a trend towards the reduction of infractions and ethical deviations
Furthermore, positive marketing helps to demystify compliance, that is often perceived as something purely technical, distant and punitive. A Compliance Program should not be based solely on rules, punishments and audits. On the contrary, should be seen as a tool that drives the integrity and growth of the company. With an appropriate marketing approach, it is possible to transform the discourse around compliance, highlighting success stories and showing how it can be a competitive differentiator. For example, companies that follow strict compliance practices are seen as more trustworthy in the market, what attracts customers and business partners. This positive perception should be widely disseminated, both internally and externally
Internally, positive marketing can be carried out through educational campaigns, interactive training and constant communication about the importance of compliance in the daily operations of the company. Tools like newsletters, informative videos and workshops help reinforce the message that compliance is a commitment of everyone and that it is possible, inclusive, reward positive attitudes in this regard. When employees are recognized and rewarded for acting in accordance with ethical and legal standards, this reinforces a proactive culture regarding compliance
Externally, the company can use positive marketing to communicate to the market and society that it is committed to responsible business practices. This can be done through reports, advertising campaigns that showcase the company's ethical values and participation in corporate social responsibility initiatives. Positive marketing, in these cases, helps strengthen the company's reputation and increase investor confidence, clients and business partners
The future of compliance in companies is very promising. A study conducted by KPMG, service provider of auditing and consulting, revealed that 75% of senior executives in Brazil consider the compliance program essential for the company
In summary, positive marketing in Compliance Programs is essential to create an environment where ethics is seen as an essential part of the company's organizational culture, and not as a set of rigid and restrictive rules. It facilitates employee engagement, improves the company's image and can reduce risks, making compliance a strategic tool for the company's sustainability. By promoting a positive and value-oriented view of compliance, companies can implement more effective Compliance Programs, with greater adherence and sustainable results
