When technology drives culture: a new paradigm for corporate communication

By Carla Reyeros, Communication Consultant Manager, and Patricia Francesch, Communication Specialist, from BELIEVERS.

Under the slogan “Challenges and opportunities in the face of technology’s disruption in communication”, BELIEVERS., a consultancy specializing in creative communication for companies focused on positive impact, held on October 21 the 3rd Edition of its TALK Lunch EcosistemaBELIEVERS.

The event, hosted at The Craft at Abadía Retuerta Le Domaine, located in the heart of Madrid, brought together Alejandra Pedrosa (Abadía Retuerta), Teresa Vela (Biogran), Sergio Gutiérrez (CaixaBank), Izaskun Ezcurra (CBRE), Amaya Benito (Cegasa Energía), Sara Barderas (Clikalia), Antonio Bauzá (Iberostar), Teresa Zamora (ILUNION Hotels), Marcela de la Peña (Just Eat), Leticia Cano (LIMITED.) and Paula Ordovás; to discuss how to integrate technological innovation into strategy and corporate culture to strengthen the identity, purpose and values that define each company.

Moderated once again by Isabel Rivadulla, Marketing and Communications Director at Signus Ecovalor, the conversation addressed the challenges that accelerating technology poses for organizations. In a context where artificial intelligence, automation and advanced analytics are already part of business processes, the challenge is not only to adapt, but to understand how to use these tools intelligently to generate real value.

Innovation: the new corporate culture

One of the main points of consensus during the session was to understand innovation not as an end in itself, but as a cultural mindset that should permeate the entire organization.

In the field of communication, strategic innovation helps create synergies, connect departments and speed up processes; but at the same time, it demands a new leadership model based on curiosity, adaptability and collaboration. As the guests agreed, this means questioning traditional formats, exploring new methodologies and adapting messages to an environment where technology redefines people’s habits, channels and expectations.

“Technology must be put at the service of purpose and corporate culture”; this is how Silvia Jiménez, R&D&I Director at BELIEVERS., put it when presenting EVA., the new technology platform culture as a service powered by AI—developed by the consultancy to anticipate the communication challenges of the next three years.

“Departments are no longer siloed,” noted Silvia Jiménez, “with EVA. we show that technology can be a bridge between areas, driving internal coherence and making communication truly strategic.”

Integrating corporate purpose into storytelling in a genuine, honest and creative way.

Another key topic was sustainability communication. In a context of regulatory change marked by the approval of the directive against greenwashing and by efforts from the European Union to strengthen consumer protection against misleading environmental claims, the guests agreed on the need for clear and honest communication that demonstrates commitment beyond words; for marketing with no tricks, backed by data, that integrates corporate values into storytelling in a genuine, honest and creative way.

Technology at the service of strategy

Beyond its technical dimension, technology was viewed as an ally in the service of purpose and positive impact. Its value lies in the ability to anticipate trends, optimize decision-making and strengthen the link between strategy, message and action.

Attendees agreed that communications departments are taking on an increasingly relevant role within business structures due to their function as connectors between knowledge and vision. Today, communicating means interpreting data, connecting areas and translating information into decisions that drive innovation and build trust.

Coherence, credibility and purpose

Coherence as a differentiating value was another major focus of the debate. In an environment saturated with information and marked by distrust, authenticity is becoming the most powerful tool for building reputation. Responsible communication requires consistency between what is said, what is done and what is promoted.

The professionals agreed that a brand’s credibility is grounded in its internal coherence: communication must permeate every level of the organization, ensuring that external messages reflect a solid, shared and real culture.

Likewise, the group highlighted the role of internal talent as companies’ first ambassadors. Fostering pride of belonging, facilitating dialogue and involving teams in the corporate vision are essential steps to achieve honest, effective and sustainable communication over time.

Strategic communication for positive impact

With this third edition of the TALK Lunch, BELIEVERS. reaffirms its commitment to continue fostering spaces for reflection on the future of communication: more strategic, more human and more conscious.

In an environment where sustainability, credibility and innovation are shaping business direction, communication is consolidating itself as a driver of transformation and a guarantor between what brands say and what they do. As Vanesa Peloche, founder and CEO of BELIEVERS., concluded, “the challenge is not to talk about innovation, but to live it and drive it through purpose. Only then can companies build authentic, lasting relationships in a constantly changing world.”.

The session ended with a shared reflection: technology can optimize processes, but it is people who give brands meaning. True innovation emerges when culture and technology move forward together toward the same purpose.