Purposeful communication: the role of the communicator in mobilizing to promote ethics and sustainability. This was the topic that more than 130 professionals gathered to discuss at the 5th Meeting of the Brazilian Association for Business Communication (Aberje), which was held on Friday (7) in the Espaço Verde Paralela at Odebrecht’s headquarters in Salvador, Bahia.

With presentations and lectures on sustainability and purpose, the event featured personalities such as Kiko Kislansky, co-founder of Euzaria Moda Consciente and director of Cazulo Negócios com Propósito, and Daniela Guarieiro from the Rockefeller Foundation and who also works in the Municipal Government of Salvador.

Marcelo Gentil, director of the Aberje Bahia Chapter and responsible for Communication, Northeast Region at Odebrecht S.A., opened the meeting by highlighting the importance of sharing trends and good organizational practices. “Our goal is to discuss and raise the level of communication. The event set a new record for the number of participants and of people interested in talking about transformation. We communication professionals have to inspire people and companies to follow this path by acting more and more like citizen communicators,” he said.

Then, Kislansky gave the lecture “The Force of Purpose,” in which he furthered discussion on the performance of professionals engaged and connected with personal beliefs and causes. “I believe that our work is a way for us to make a difference in the world. We were instructed to think only with reason. But we have to connect with emotion and to contribute. The meaning of life is to evolve and to serve. In this context, it is important to know the meaning of communication. People do not buy what you sell, they consume why you sell. It is possible to understand our purpose and to communicate in alignment with it. The current rationale is that I contribute or I don’t exist,” reinforced the lecturer.

Inspiration for the future

The program for the day included a continuation of an inspirational roundtable that presented case studies focusing on social and cultural marketing, the environment and raising public awareness. Vivian Barbosa, Communication Manager at the Odebrecht Foundation, participated in the discussion highlighting why adopting sustainable practices is essential to the survival of companies. “We live in a new era in which organizations address issues that are important to society. Disseminating the topic to stakeholders must be genuine and constant, focusing on results that corroborate the social impact and have the capacity to mobilize and engage people around a cause,” she said.

Other participants who shared their experiences included Raissa Martins, creator of Movimento Livres Livros; Captain Maria de Oliveira, project coordinator at the Department of Community Policy and Human Rights of the Military Police of Bahia; Lara Gurgel, manager of Comunidade B Salvador; and Ênio Carvalho, director of Marketing Consultoria Ideias e Resultados.

Beth Dantas, a teacher and president of the Regional Council of Public Relations Professionals (Conrerp 5), attended the meeting and talked about the importance of creating dialogues on social marketing with ethics and sustainability. “This is a topic that the whole world is discussing, and it is essential that companies and organizations participate. We must focus on projects that transform people’s lives,” she said.

During the presentations, fine artist Bruna Miranda created thematic panels inspired by the reflections discussed throughout the day. The event was sponsored by Aberje, with the support of the Regional Council of Public Relations Professionals of the 5th Region (Conrerp 5), Darana RP, the Brazilian Institute of Business Law and Ethics (IBDEE), Odebrecht S.A., OEC, A Tarde and Supera Comunicação.