Communication in Vale’s strategy

In a few years, when the history of this decade is searched, I believe there will be a chapter on communication. For known reasons, in recent years, the focus of the company has been the resolution of important challenges, which has resulted in a collection period. After a deep process of transformation, which resulted in a company with reference standards in the world, we understand that we were ready to share with society the results of this journey of evolution-which, by the way, is continuous.

In this context, from a historical perspective, there will be a milestone: the realization, on September 17, 2025, of a music show in the middle of the Amazon rainforest, the Amazon Live – today and always. The event, broadcast by open and closed TV stations, had shows by pop music star Mariah Carey and Paraense Dona Onete, Gaby Amarantos, Joelma and Zaynara, in a floating stage in the form of Victoria-Régia over the waters of the Guamá River in Pará.

More than an event with world repercussions, it was a meeting loaded with symbolism for us, who have been in the region for 40 years. The Amazon Live – today and always, promoted by Rock in Rio and The Town, sponsored by Vale, aimed to sensitize people to the importance of protection and conservation of the forest. In addition, it reinforced our connection with the territory and the Pará, noting that there was another spectacle, a kind of Live Amazon – Part 2, at Mangueirão Stadium in Belém, to 50,000 people with free distributed tickets.

The two shows materialize a valley that felt ready to (re) open. In communication, this was reflected in conversations we established on several fronts, in order to strengthen the connection with people and show the relevance of what we do and, especially, how we do it.

A clear example of this performance is our historical presence in the Amazon. We have been operating for four decades in the region, where 60% of our iron ore comes from. It is a story that goes far beyond production. We have a long partnership with ICMBio, which results in the protection of 800,000 hectares of forests – the equivalent of five cities of São Paulo in a protected forest area.

We have been able to avoid almost 700 invasions in these areas in recent years. We support 60,000 people through 140 bioeconomic initiatives and social projects that directly benefit local communities, and generate thousands of direct and indirect jobs in the state.

A is a company that has learned, respects and deeply knows Pará and the Amazon. And it is proud to show that it is possible to reconcile economic development with environmental conservation and social progress.

COP30 will naturally generate conversations about these themes. We then chose to tell this year our history in the region talking not only what we have done, but from our future contribution. The energy transition, which will be on the central agenda of the UN climate conference, depends on high quality iron ore and essential minerals such as copper and nickel, which Vale produces, to come true.

We are also generating connections with those who promote culture and sport in Brazil. Vale has consolidated itself as the country’s largest private supporter in these two areas. Through incentive laws, we foster projects that transform lives and preserve our heritage.

All of this creates the fundamental foundation for a brand to connect with society: reputation. We know that reputation does not impose itself, it is something that is conquered. For this, it is necessary to have coherence between discourse and practice, as well as present presence and attention to contemporary demands.

In an instant information scenario, reputation management is no longer the frame frame to becoming the screen itself. This is where communication assumes a protagonist role, no longer just a support area to consolidate itself as a strategic pillar that drives, engages and protects the brand. Therefore, the communication we practice today is closer, more transparent, more connected with people.

This opening, to show society what is worth today and what it does, represents for us the search for something that every company, regardless of its size or sector, needs to exist and prosper: social license to operate. Before being an official document, this license is a daily achievement, a confidence pact established with society. Without it, the real license, the one on paper, becomes more complex and challenging to obtain and maintain.

I often say that there is no more border between B2B and B2C communication. In the end, everything is P2P: People to People. It is with this lens that we draw our strategy. We want to be present in people’s daily lives, including young people, who charge purpose, consistency and transparency.

Therefore, we are using elements such as culture, sport, music and sustainability as elements of dialogue. Amazon Live – a cultural and environmental movement to celebrate biodiversity, peoples and culture of the Amazon, bringing even more light to the urgency of biome conservation – is an unambiguous demonstration of this opening to dialogue. Hence my conviction to have it as a milestone in our reconnection with society.

The echoes of these conversations already resonate. We registered growth in our digital audience, we have seen a drop in rejection of our brand and we are among the three most desired companies to work in Brazil. In addition, the valley is among the most valuable brands in the country, the only B2B in the top 20 of Brand Finance.

It is data that encourages us to deepen dialogue, listen to what is expected of us, and show, with humility and transparency, what we are doing to meet these expectations. In Vale, we believe that a strong brand is one that has purpose, delivers value to society and knows how to tell its story with truth, responsibility and emotion.

Communication is not a adornment. It is a fundamental part of strategy, reputation and social license to continue doing what we choose to do: contribute to Brazil and the planet. As our purpose says, transforming life and the future. Together.