During Aberje’s Conecta CI session, we started with what felt like a small provocation—but one that opened a very big door:
What if the language we’ve relied on for years no longer helps us see the real work in front of us?
Terms like “internal communications” and “employee engagement” have served us well, but they describe outputs, not outcomes. They capture activities, not the shifts in behavior and culture that organizations urgently need.
And as our conversation unfolded, a shared realization took shape:
When communication teams are empowered to shape the behaviors that drive the business, the entire system begins to move.
Culture becomes something you can feel. Priorities become understandable. People feel recognized and relevant.
And this isn’t a phenomenon isolated to Brazil.
It’s happening wherever the future of work is being tested, stretched, redesigned, or—let’s be honest—disrupted.
That’s part of why, in recent months, I’ve stepped into two new roles:
- Chair of Page Up, a global community where senior communication leaders from the most prominent and influential companies, top public relations agencies, academia and nonprofits push the boundaries of what’s possible in our field
- Member of the Board of Governors for The New School for Social Research, a global institution advancing scholarship in the social sciences — also, where I earned my Masters degree
These roles don’t exist on the sidelines of the work we do at Integral—they deepen it. They bring new vantage points, new collaborators, and new energy. Not as badges of credibility, but as fuel for a mission we’re committed to: reshaping the future of work in ways that are strategic, humane, and sustainable.
And that work always begins in the same place: with listening.
With observing how people actually behave—not just what they say.
With designing experiences that make work clearer, more meaningful, and more human.
A Question to Carry Forward
Where in your organization is it time to move beyond the comfort of familiar words—and begin shaping the behaviors that create real, lasting impact?
If you’d like to continue this conversation, we’re here.
(Original Aberje blog link for context: https://www.aberje.com.br/comunicacao-interna-e-nome-de-departamento-webinar-da-aberje-destaca-caminhos-para-a-area/)