To mark Textual Comunicação’s 30th anniversary, we decided to deepen our understanding of and reflection on a key topic: reputation, going beyond existing research. Driven by this motivation, and after four months of work, from conceptualization to production, we launched our study in January of this year: “Conversations That Build Reputation – How Brazilians Build Trust in Companies in Times of Uncertainty.”
We surveyed 600 Brazilians from across the country through a detailed 29-question questionnaire administered by our research partner, Balt Pesquisas. The main conclusion of our study was that three values that should be fundamental lie at the heart of people’s expectations of brands: authenticity, transparency, and usefulness (how companies and brands can contribute to people’s lives beyond their products and services). Drawing on a broad range of data, including generational breakdowns, we also explored the role of sustainability and the influence of the press and social media.
The relevant, concrete findings were shared with our team, clients, and subsequently the wider market. Across our channels, we developed campaigns highlighting the study’s conclusions and data. We hosted webinars and were invited to participate in ESG, communications, and innovation events: Rio2C, the National ESG Congress, the Abracom Forum on the Future of Communication, and Sustainability Dialogues at PUC-Rio. We also achieved significant media coverage, with articles published in Meio&Mensagem, Exame, Você RH, and Plurale, among others. In doing so, we fulfilled our goal of generating knowledge and turning it into meaningful conversations over eight months of 2026, in line with our purpose and the study’s main conclusion itself.
