In this episode, Farzana Baduel speaks with Rupert Younger, Director of the Oxford University Centre for Corporate Reputation and co-founder of Finsbury, about the evolving dynamics of corporate reputation. Drawing on his research and experience advising global leaders, Rupert explores how businesses can balance profit with purpose, integrate social responsibility into strategy, and navigate the impact of digital transformation on reputation. He also shares key insights from The Reputation Game and The Activist Manifesto, offering practical advice on measuring and managing corporate reputation in an increasingly complex world.