The importance of positive marketing in Compliance Programs is crucial to the success of these programs within 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 fundamental role in this process, helping to promote compliance as something essential, valuable, and beneficial, rather than being seen merely as an obligation or a set of restrictions.
To give you an idea, a survey conducted by Deloitte , a company specializing in auditing and consulting solutions, revealed that 73% of Brazilian companies want and plan to invest in training to comply with regulations by the end of 2024. The same survey also showed that compliance contributed to the financial growth of 89% of the companies interviewed. 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 in which compliance is understood and accepted as a business partner, not a burden. By emphasizing the benefits of an ethical culture – such as protecting the company's reputation, analyzing risks, 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 job security, employees tend to become more involved with compliance policies and practices. This generates greater adherence and, consequently, a tendency towards a reduction in ethical violations and deviations.
Furthermore, positive marketing helps to demystify compliance, which 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, it 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, 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 operations. Tools such as newsletters, informative 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, 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. In these cases, positive marketing helps strengthen the company's reputation and increase the confidence of investors, customers, and business partners.
The future of compliance in companies is very promising. A study conducted by KPMG, an audit and consulting services firm, revealed that 75% of senior executives in Brazil consider a compliance program essential for their company.
In short, positive marketing in Compliance Programs is fundamental to creating an environment where ethics are 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 long-term viability. By promoting a positive and value-oriented view of compliance, companies can implement more effective Compliance Programs with greater adherence and sustainable results.
