The Aberje Network and Trade Tensions

The recent trade tensions between Brazil and the United States represent yet another chapter in an increasingly unstable international landscape. Tariffs may or may not come into effect, diplomatic responses may escalate or cool down, supply chains may reorganize, and new developments may take the spotlight. But today, the most solid fact is uncertainty itself.

In moments like these, the most common impulse is to act quickly: to cut, freeze, centralize. But, as experienced crisis analysts—as well as many economists and political strategists—have cautioned, the greatest mistake a leader can make in uncertain times is not slowness, but haste. Hasty decisions aim to eliminate ambiguity rather than understand it.

Aberje recognizes that its member organizations are facing multiple pressures. Some companies are directly affected by potential setbacks in exports; others depend on those supply chains or on overall market confidence. All are operating in an environment where reputation, public positioning, and narrative consistency have become even more sensitive.

That is precisely why prudence must not be mistaken for retreat. When exercised effectively, communication is not a cost—it is a critical asset. It organizes thinking and action, enables internal alignment amid external noise, sustains stakeholder dialogue, and preserves the capacity for strategic response as conditions inevitably—and for many reasons—continue to shift.

More than that, uncertainty creates space for communicators who know how to operate in an environment of ongoing change. When there is noise, those who can truly listen stand out. When there is hesitation, those who shape meaning become a reference. When there is mistrust, those who sustain relationships with consistency gain relevance. It is in moments of ambiguity that opportunities arise for repositioning, brand strengthening, and narrative leadership. And all of this becomes more powerful when we are connected to the right network—one made up of inspiring peers, ready to reflect and act together.

With more than a thousand member organizations and strong ties to global communication communities, Aberje’s role in this context is to reaffirm the values that define our network: shared intelligence, trust as a long-term vision, and narrative responsibility as a daily practice. Even when everything seems uncertain, this is not a time to stand still—or to rush forward without direction. There is always a way forward, grounded in clarity, collaboration, and purpose.

Paulo Nassar, president of Aberje and Full Professor at the School of Communications and Arts at the University of São Paulo (ECA-USP)

Hamilton dos Santos, CEO of Aberje

Malu Weber, Chairwoman of the Deliberative Board

David Grinberg, Vice Chairman of the Deliberative Board