This article was originally published in the Brand Finance Global Soft Power Index 2026
Uruguay is a global leader in sustainability, generating nearly 100% of its energy from renewable sources. How does sustainability shape Uruguay’s nation brand today and how does it help the country stand out internationally?
Country Brand Manager,
Uruguay XXI
Uruguay’s achievement of generating between 94% and 98% of its electricity from renewable sources has fundamentally transformed its positioning as a global sustainability model. The country’s energy transition—driven by wind, hydropower, solar, and biomass demonstrates that it is possible to achieve a nearly decarbonised electricity matrix while sustaining economic growth.
Uruguay has not only achieved energy independence, but now exports electricity surpluses to Argentina and Brazil, reducing cost volatility, strengthening energy security, and creating new jobs. The country’s reputation for reliability, innovation, and institutional strength in sustainability has become a key competitive advantage, attracting foreign investment and reinforcing Uruguay’s international profile, particularly in emerging sectors, such as green hydrogen.
Food and drink products such as Uruguayan beef play an important role in shaping international perceptions. How does Uruguay use country-of-origin and geographical indication branding to increase familiarity, build trust, and reinforce its nation brand globally?
Uruguay operates one of the world’s few mandatory national livestock traceability systems, enabling each animal to be tracked from birth to export and providing an exceptional level of transparency in beef production. This system integrates advanced technology with detailed geographic information across much of the country’s productive territory, allowing precise monitoring of both livestock movements and the environmental conditions in which production takes place.
Territorial precision enables Uruguay to certify production standards and product origin with a high degree of reliability. These capabilities are further strengthened by certifications linked to grass-fed production and natural pasture systems monitored through geolocation, reinforcing key attributes such as animal welfare and sustainability. Within this framework, Uruguay has positioned itself as a regional pioneer by becoming the first South American country to export carbon-neutral beef.
As global competition for investment intensifies, Uruguay uses Brand Finance’s Nation Brand Value on top of the Global Soft Power Index data to make decisions. How does financial data help Uruguay measure long-term success, inform strategic decision-making, and prioritise areas for future growth?
Uruguay has strategically adopted the Nation Brand Value methodology developed by Brand Finance, together with data from the Global Soft Power Index, to quantify reputation as an economic asset. This data-driven approach transforms abstract perceptions into measurable financial metrics, enabling Uruguay to better assess long-term performance, identify high-potential sectors, and guide investment decisions more effectively.
The 2024 Brand Finance study played a key role in shaping and informing the country’s strategy for the coming period, particularly by supporting efforts to engage with new and under-explored markets where Uruguay’s strengths and value proposition are less well known. By linking reputation indicators with economic and trade objectives, Uruguay is able to prioritise resources, strengthen international positioning, and support sustainable growth through informed, evidence-based decision-making.
