With the high political polarization and the proliferation of laws and regulations, companies face a dilemma: how to maintain a productive dialogue with public policy formulators, defending their interests in an ethical, strategic and transparent way? This was the focus of the panel “Government Relations in the Age of Hesitation: the challenge of brands and communicators in the polarized world”, held on Thursday (26) during the 9th edition of Aberje Trends, in São Paulo.
For Felipe Ompelt, director of Public Affairs at Prospective Consulting, the current scenario requires a new positioning of the companies. “Given such complexity, with the circulation of extreme narratives and fake news, the professionalization and democratization of the decision process is fundamental,” he said.
According to him, the construction of more effective public policies depends on the active participation of various sectors – including business – based on evidence and solid data.
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Unilever Brazil’s director of communication and corporate affairs, Juliana Arantes Durazzo Marra, shared an example of successful acting in this field. The Dove brand, aimed at the female audience, led a movement of articulation with the National Congress to discuss public policies aimed at the mental health of girls. The work resulted in the formulation of Bill 329/2025, currently in process. “Legitimacy is essential. This was only possible with consistent and continuous dialogue with different actors of society,” he explained.
The panel’s mediation was on behalf of Sarah Bonadio, global director of corporate affairs at the Alpargatas group, which raised an important provocation: And when does institutional dialogue become unfeasible?
For João Vitor Vicente, Braskem’s Institutional Relations Coordinator, the way is to insist on transparency and bring science and data to the negotiation table. The largest producer of thermoplastic resins in the Americas, Braskem is at the center of one of the most complex global discussions: the fight against plastic waste. “Plastic is present in almost everything in our lives, but it is also one of the most controversial topics. So we actively acted in negotiations to create the global plastic agreement, which seeks to promote the circular economy and mitigate environmental impacts,” he said.
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The conclusion was unanimous: the profile of the professional who works in government relations is changing rapidly. According to Oppelt, the figure of the traditional “Cafezinho Man in Brasilia” was in the past. “Today, the professional needs to operate with data, build confidence, act transparently and help shape public policies that meet social and economic interests.”
More than defending corporate interests, the new role of companies is to build bridges in the midst of polarization, with technical consistency, social legitimacy and institutional responsibility. In times of noise and misinformation, communicating clearly and negotiating on the grounds have become indispensable attributes for those who want to influence public policies and preserve long -term reputations, the event participants said.
