The reflection on the strategic role of communication in a world scenario marked by ruptures and uncertainties was at the center of the debates of Aberje Trends 2025. During the opening of the event, Hamilton dos Santos, Aberje executive director, provoked the crowded audience at the Bravos Theater, on Thursday (26), in São Paulo, with the theme that guided the panels on “What is the role of communication in the face of the new world disorder?
According to Santos, we are experiencing a moment of simultaneous and interconnected transformations that directly affect the governance of companies and the daily life of organizations. “We face four great vectors of crisis: technological innovations, political reconfigurations, climate emergency and behavioral changes that stem from these factors,” he said. For him, communicators play a crucial role like “symbolic engineers of a new order possible.”
The rise of artificial intelligence was pointed out as a watershed for corporate communication. Santos cited the concept of “Cracolândia Digital”, by economist Eduardo Gianetti, to warn of the expansion of fake news, misinformation and cognitive bubbles. Still, he sees hope in the critical and qualified action of professionals in the area in the face of this scenario.
Continues after advertising
“In this world disorder the communicator should become increasingly a narrative scientist who organizes everything in time and space,” said Professor Paulo Nassar, CEO of Aberje and teacher at ECA-USP.
For Malu Weber, chairman of Aberje’s deliberative council, in this scenario communication is part of the solution. “Our responsibility is to build bridges between complex realities and the collective meaning.”
Communication in data
During his presentation, Santos also shared data that highlight the relevance of Aberje as an industry articulator. Currently, the entity brings together 1,007 associated companies in 54 sectors, mobilizing a community of over 10,000 professionals – 71% of them women. In 2024, the association’s ecosystem moved R $ 31.8 billion, with a projection of R $ 32 billion to 2025.
Continues after advertising
An internal research pointed out that the main challenge faced by the communication area is the growing demand for data and measurement of results. Internal communication appears as the most advanced discipline, and the most required skill of professionals is the ability to adapt technological.
