Daniela Flores MPRCA

Daniela Flores MPRCA is a prominent figure in the public relations and communications industry, with a focus on purpose-driven business strategies. Here's a comprehensive overview of her professional background and accomplishments:

Professional Roles

Daniela Flores holds several significant positions:

1. Chairman and Co-Founder of Purpose Union
2. Co-Chair of the PRCA's Purpose Group

Expertise and Experience

Daniela has over 12 years of experience advising organizations across Europe, the Middle East, and Latin America on reputation and purpose-related matters.2 Her work primarily revolves around helping businesses navigate the changing landscape of social and environmental expectations, particularly in relation to Millennials and Generation Z.

Key Contributions

Daniela has been instrumental in producing and promoting research on purpose-driven business strategies:

• She co-authored "The Purpose Pulse 2020," a data-driven report on social purpose trends.1
• This research provides insights into how Millennials and Generation Z are driven by purpose and how they shape the world.

Insights on Purpose-Driven Business

Daniela's work highlights several key findings:

1. Importance of Purpose: 61% of Millennials and Gen Z respondents believe it's important for companies to take a stance on issues that matter to them.1
2. Climate Focus: Climate change is the top concern for these generations, with 71% viewing it as their biggest challenge.1
3. Trust in Individuals: 50% of respondents believe individuals have the most power to drive change, more than businesses or governments.1
4. Attracting Diverse Talent: Having a clear social purpose is particularly important for women and minority groups when choosing an employer.1

Communication Strategies

Daniela emphasizes the importance of effective communication strategies for purpose-driven businesses:

• 58% of respondents are more likely to notice companies that communicate their social and environmental achievements.1
• Employee advocacy and digital-first approaches are crucial for reaching wider audiences.1
• Generation Z has distinct preferences for information sources compared to Millennials, including a greater reliance on peers and influencers.1

Daniela Flores MPRCA's work is particularly relevant in the current global context, where businesses are increasingly expected to play a role in addressing social and environmental challenges while appealing to younger generations of consumers and employees.