Center Stage for CORA: Driving Alliances, Building Trust

In today's global business arena, multinational corporations (MNCs) navigate a complex web of regulations, stakeholder expectations, and geopolitical shifts. At the heart of this navigation lies Corporate and Regulatory Affairs (CORA), a critical function that ensures compliance, manages risks, and shapes public policy to align with business goals. As per insights from industry reports like those from Deloitte and PwC, CORA has evolved from a back-office role to a strategic pillar, especially amid rising scrutiny on ESG, trade policies, and digital regulations in 2025. But a key question emerges: Should CORA be more robustly backed—or flanked—by strategic marketing power to amplify its impact? This article delves into CORA's vital role in MNCs, explores integration opportunities with marketing, and argues for a synergistic approach that enhances brand resilience and competitive edge.

Understanding CORA in Multinational Contexts

Corporate and Regulatory Affairs encompasses the management of interactions with governments, regulators, and external stakeholders to safeguard and advance corporate interests. In MNCs, CORA teams handle everything from lobbying for favorable policies to ensuring adherence to international standards like the EU's GDPR or U.S. trade tariffs. According to a 2025 McKinsey report on global operations, effective CORA can mitigate risks that cost MNCs billions annually, such as fines from non-compliance or reputational damage from policy missteps.

Key responsibilities include:

• Policy Advocacy: Aligning with legislation on issues like f.e. sustainability and data privacy.

• Risk Management: Anticipating regulatory changes in diverse markets.

• Stakeholder Engagement: Building alliances with NGOs, governments, and communities.

Without strong CORA, MNCs risk operational disruptions, as seen in cases like tech giants facing antitrust probes. Its importance is underscored by the fact that 70% of Fortune 500 companies now elevate CORA to C-suite levels, per Harvard Business Review analyses.

The Strategic Imperative: Why CORA Matters More Than Ever

In an era of geopolitical tensions and rapid regulatory evolution, CORA serves as the frontline defense and opportunity creator for MNCs. Trends from S&P Global highlight how CORA drives:

• Compliance and Resilience: With frameworks like the EU's Corporate Sustainability Due Diligence Directive, CORA ensures MNCs avoid penalties while embedding ethical practices.

• Market Access: In emerging economies, CORA facilitates entry by navigating local laws, as evidenced by successful expansions in various regions in the world.

• Innovation Enablement: By advocating for supportive policies, CORA paves the way for product category or tech advancements, such as (e.g.) AI regulations that balance innovation with ethics.

Data from PwC's 2025 CEO Survey reveals that 62% of leaders view regulatory challenges as top risks, making CORA indispensable for long-term sustainability. Yet, isolated CORA efforts can use a boost in conveying value to stakeholders, highlighting the need for strategic marketing integration.

Empowering CORA Leadership with Strategic Marketing Expertise: Forging Alliances and Building Trust

In the evolving landscape of multinational operations, CORA executives must remain firmly at the helm, steering regulatory strategies and policy advocacy with their specialized knowledge. However, to truly advance agendas—such as conveying sustainable policies or navigating complex compliance—there is opportunity in harnessing strategic marketing know-how as a powerful ally.

This empowerment enables CORA to further intensify its efforts in building bridges with stakeholders—creating alliances that foster win-win outcomes. Think enhanced trust, shared value, and long-term resilience for all parties involved.

Strategic marketing know-how can serve as a supportive force, amplifying messages and facilitating dialogue that aligns business goals with broader societal benefits. Examples are:

• Leveraging Resources for CORA-Led Initiatives: CORA leaders are able to inject strategic marketing know-how in their roadmaps, such as campaigns that spotlight regulatory achievements. For example, Unilever's CORA-driven sustainability efforts, amplified through targeted marketing, have significantly boosted brand loyalty, with purpose-driven brands outperforming the stock market by 134% according to recent analytics data.

• Collaborating on Storytelling for Broader Impact: By tapping into marketing's expertise throughout the full marketing mix, CORA executives can transform technical regulatory insights into compelling narratives that resonate with diverse audiences and enhances its reach and impact to build coalitions with NGOs, governments, and communities.

This model positions CORA in the lead while using marketing know-how to inform and refine advocacy efforts. In pharmaceutical MNCs, for instance, CORA directs drug approval strategies, with marketing flanking through science-backed campaigns that cultivate public trust and stakeholder alliances. Such synergy mitigates risks, drives mutual gains, and elevates MNCs as collaborative leaders, with Edelman reports indicating that trusted brands can retain up to 59% of consumer loyalty through strong relational approaches.

Conclusion: Empower CORA with Strategic Marketing know-how for Future-Proof MNCs

CORA's importance in multinationals cannot be overstated—it's the guardian of compliance and catalyst for growth in a regulated world. By backing it with resources and flanking it with strategic marketing power, MNCs can turn regulatory hurdles into competitive advantages, fostering trust and innovation. In 2025, this integrated approach is not optional; it's essential for thriving amid uncertainty.

What's your take on CORA's role in your organization?