The importance of positive marketing in Compliance Programs is crucial for the success of these programs in organizations. Compliance, in a more conventional context, refers to adherence to laws, regulations, and internal policies that ensure the company operates ethically and legally. However, simply complying with regulations is not enough; it is necessary to create a culture of compliance within the company. Positive marketing plays a key role in this process, helping to promote compliance as something essential, valuable, and beneficial, rather than just being seen as an obligation or a set of restrictions.
To give you an idea, aresearch done by Deloitte, a company with audit and consulting solutions, 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, which is why its implementation in organizations is so important.
Initially, positive marketing creates an environment where compliance is understood and accepted as a business partner, not as a burden. By emphasizing the benefits of an ethical culture – such as protecting the company's reputation, risk analysis, and improving 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 become more engaged with compliance policies and practices. This leads to greater adherence and, consequently, a tendency to reduce infractions and ethical deviations.
Furthermore, positive marketing helps demystify compliance, which is often perceived as something solely technical, distant, and punitive. A Compliance Program should not be based solely on rules, punishments, and audits. On the contrary, it should be seen as a tool that drives the company's integrity and growth. With an appropriate marketing approach, it is possible to transform the discourse around compliance by highlighting success stories and demonstrating how it can be a competitive advantage. For example, companies that follow strict compliance practices are seen as more trustworthy in the market, which attracts clients 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 company's daily activities. Tools such as newsletters, informational videos, and workshops help reinforce the message that compliance is everyone's responsibility and that it is even possible to reward positive attitudes in this regard. When employees are recognized and rewarded for acting in accordance with ethical and legal standards, it 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 the confidence of investors, clients, and business partners.
The future of compliance in companies is very promising. A study conducted by KPMG, an audit and consulting services company, 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 are seen as an integral part of the company's organizational culture, rather than 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-driven view of compliance, companies are able to implement more effective Compliance Programs, with greater adherence and sustainable results.
