Uruguay Country Brand Promotes Sustainability as a Competitive Advantage at the Forbes Sustainability Summit

On March 27, the Hyatt Centric Montevideo hosted the fourth edition of the Forbes Sustainability Summit, an event that brought together business leaders, specialists, and key stakeholders to analyze the impact of sustainability on competitiveness and business management.

During the panel discussion “Country Strategy: Sustainability as a Driver of Competitiveness and Management,” representatives from the public and private sectors addressed the challenges posed by new regulations, international financing, and the growing integration of ESG (environmental, social, and governance) criteria into investment decisions.

Participants included Juan Labat, Coordinator of Environmental Affairs at the Ministry of Economy and Finance; Benjamín Dreifus, Audit & Assurance Partner at Deloitte Uruguay; Larissa Perdomo, Country Brand Manager at Uruguay XXI; and Andrés Curbelo, Administration Manager at Tres Cruces. The panel was moderated by journalist Andrés Oyhenard.

During her remarks, Perdomo noted that Uruguay has a solid foundation in sustainability, although it still faces the challenge of further integrating these principles into business management to remain competitive.

“We’re in a strong position in terms of ESG criteria, but we need to go further to attract more investors, as this is a key factor we cannot overlook,” she said.

In this context, she highlighted Uruguay XXI’s role in supporting exporting companies and those with export potential through tools that strengthen their international positioning. One of these is the Country Brand licensing system—developed in partnership with LSQA—which incorporates sustainability as a core pillar.

“Uruguayan companies looking to export can access a free licensing system that enhances their competitiveness abroad,” she explained, adding that this tool aims to “position the country through sustainable companies.”

With more than 20 years of experience, the Uruguay Country Brand represents the values that distinguish the country globally, and its licensing serves as a mark of excellence, reflecting a commitment to quality and continuous improvement. It also helps position Uruguay as an exporter of high-value products and services. Companies interested in joining can apply here.

Currently, more than 200 companies are part of this system, expanding their opportunities in international markets. As Perdomo noted, while sustainability is widely understood as a concept, challenges remain in its implementation.

“It needs to be more fully integrated into business strategy, measured, monitored, and supported by clear indicators,” she said.

Companies certified by Marca País are mainly concentrated in the food and beverage, information technology, and services sectors, and are evenly distributed between Montevideo and the rest of the country. There is also significant participation of women in leadership roles, although this decreases as company size increases.

Perdomo also emphasized the social dimension of sustainability, particularly inclusion and gender equity—factors increasingly valued in international markets.

“International buyers are paying close attention to these issues, which directly impact competitiveness,” she said.

She also noted that the global context is raising standards and requiring companies to further advance in the adoption of sustainable practices.

“With new regulatory frameworks, particularly those linked to the European Union, what was once a differentiator is becoming a requirement,” she explained.

In this context, the Country Brand is consolidating its role as a key tool to support companies in this process, promoting alignment with international standards and strengthening their position in increasingly demanding markets.