Fundación Futuro: Thought Leadership and Regenerative Economy
Fundación Futuro
Country (ies): Ecuador
Scope: Global | Regional
Year: 2025
01
CONTEXT
Fundación Futuro seeks to consolidate its national and international leadership as a benchmark in applied innovation for conservation, biodiversity, and protected area management. To scale its influence, it is necessary to drive measurable, data-driven positioning and a narrative capable of withstanding scrutiny from high-level audiences, global forums, corporate groups, and communities.
A qualitative and quantitative diagnostic was developed through Media Intelligence, utilizing Big Data and Artificial Intelligence to evaluate the Foundation's real influence, map its reach, and understand the behavior of its stakeholders.
Based on this baseline, a communication and reputational management strategy was designed and executed. This included relationship building with prioritized media to position the Foundation's interests on the public agenda, along with continuous monitoring and tracking to ensure communication actions aligned with its strategic objectives.
02
CHALLENGE
Migrating from a conversation affiliated with Grupo Futuro companies to positioning within a specialized conversation on innovation and conservation, gaining legitimacy and authority among stakeholders.
The challenge was to convert local models into an institutional narrative that is replicable and validatable before Tier 1 media and influential international audiences, ultimately consolidating the leadership of the Foundation's key spokespersons.
03
SOLUTION
A positioning strategy was developed for the Foundation to transition from a tourism-linked profile to one of technical authority and regenerative innovation, based on three pillars:
- Strategic direction: Establishing a positioning baseline that was transformed into a biannual roadmap. This planning aligned the Foundation's milestones and actions.
- Legitimacy and advocacy kit: Creating a set of bilingual communication tools (English and Spanish) that included a fact sheet, an infographic, an institutional catalog, and a success story. This set standardized data and narrative, facilitating immediate adoption by media, partners, and decision-makers.
- Efficient and flexible media relations strategy: Activating media relations campaigns aligned with international milestones, using an editorial protocol focused on Tier 1 media. This system included a virtual press room, specialized distribution, and personalized follow-up, accompanied by continuous monitoring to measure narrative penetration, anticipate risks, and adjust tactics in real-time.
04
IMPACT
Repositioning results (June–December 2025): Visibility was increased and the Foundation's authority was consolidated as a technical leader in conservation and innovation, achieving a profound change in its identity vis-à-vis Grupo Futuro and its external audience.
- Narrative and positioning evolution: Migration from a narrative framework related to "tourism/hotel/experience" toward positioning as a benchmark in conservation, biodiversity, and regenerative innovation, with influence over high-level audiences.
- Measurable reputational result: A reach of 77.9M potential readers, with a +571% growth compared to the same period in 2024, driving and prioritizing the quality and strategic focus of the coverage.
- Elite validation: Organic presence in representative global media (El País, Bloomberg), validating and consolidating the Foundation as a reliable technical interlocutor.
- Focused internationalization: Activation of strategic audiences in Spain (65M reach) and Panama, expanding and strengthening the organization's legitimacy and reputation beyond local influence.
- Key Milestones: Consolidation of the Fundación Futuro model before the IDB and IUCN, projecting the Kenton Miller Award and participation in the GET Forum 2025 as evidence of scalability and technical leadership at the international level.
