Branding as a Key to Engagement and Trust in the Packaging Sector

SINTAC Recycling took part in the second edition of “Conexión CEO”, an initiative organized by the Cluster for Innovation in Packaging, which brought together leading executives from the packaging sector to reflect on the strategic role of branding in attracting and retaining talent.

The event was held at The Terminal Hub (Valencia) and featured Marta Iranzo, expert in Employer Branding and founder of NEXIA, who delivered the lecture “The Leader’s Brand – a Great Asset for the Company.” In her presentation, Iranzo emphasized that “building a great brand is not an option, it’s a necessity” and highlighted the importance of coherence, purpose, and responsible leadership in creating strong and trustworthy brands.

Leading with Purpose and Coherence

SINTAC Recycling was represented by Vicente Olmos, CEO of the company, who joined other leading figures from the sector. The session provided a space for dialogue on how executives can align their personal brand with the corporate brand to strengthen trust, build loyalty among clients and teams, and stand out in an increasingly competitive environment.

Among the data shared during the session, it was highlighted that 82% of consumers trust companies more when their CEOs actively work on their personal brand, according to the Edelman Trust Barometer. This figure underscores the relevance of authentic, human, and value-driven leadership.

SINTAC’s Commitment to Innovation and Responsible Leadership

SINTAC’s participation in this event reflects the company’s commitment to strategic innovation, talent development, and corporate sustainability. The company continues to promote leadership based on coherence, transparent communication, and purpose — fundamental pillars for driving a more sustainable and competitive future within the packaging sector.

About SINTAC Recycling:
A leading company providing sustainable solutions for the circular economy of plastics, specialized in recycling, waste management, and the production of high-quality recycled materials.