Evolution of the methodology 1 Since its first edition in 2016, Approaching the Future has undergone a substantial methodological evolution. Over time, the report has refined its approach to identify, on the one hand, the main trends in reputation and intangibles that impact the business agenda and, on the other, their degree of development and dedicated resources, as well as the main challenges and difficulties faced by organisations in managing them . This evolution has resulted in a greater volume and diversity of information sources , a consolidated contrast of quantitative and qualitative approaches, as well as a progressively more complete and cross- sectional view of the trends analysed, allowing for specific geographic analyses in different countries and regions. In addition, year after year, the sample size has increased exponentially, increasing the range of professional profiles participating in the survey and consolidating the specific analysis of senior management, which has contributed to enriching the depth and quality of the analysis . A decade of growth: From 30 interviews in 2017 to more than 2,000 in 2025 View more List of experts Evolution of trends