{"id":2881,"date":"2025-11-13T15:21:47","date_gmt":"2025-11-13T15:21:47","guid":{"rendered":"https:\/\/believers-hub.com\/when-technology-drives-culture-a-new-paradigm-for-corporate-communication\/"},"modified":"2026-03-03T15:55:30","modified_gmt":"2026-03-03T15:55:30","slug":"when-technology-drives-culture-a-new-paradigm-for-corporate-communication","status":"publish","type":"post","link":"https:\/\/believers-hub.com\/en\/when-technology-drives-culture-a-new-paradigm-for-corporate-communication\/","title":{"rendered":"When technology drives culture: a new paradigm for corporate communication"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2881\" class=\"elementor elementor-2881 elementor-2750\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6b036842 cont-img-post e-con-full e-flex e-con e-parent\" data-id=\"6b036842\" data-element_type=\"container\" 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https:\/\/believers-hub.com\/wp-content\/uploads\/2025\/11\/Invitados-del-III-Almuerzo-BELIEVERS-1024x536.jpg 1024w, https:\/\/believers-hub.com\/wp-content\/uploads\/2025\/11\/Invitados-del-III-Almuerzo-BELIEVERS-768x402.jpg 768w, https:\/\/believers-hub.com\/wp-content\/uploads\/2025\/11\/Invitados-del-III-Almuerzo-BELIEVERS-1536x804.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t<figcaption class=\"ha-image-caption\"><\/figcaption>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41ec261 elementor-widget elementor-widget-ha-post-title happy-addon ha-post-title\" data-id=\"41ec261\" data-element_type=\"widget\" data-widget_type=\"ha-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"ha-post-title elementor-size-default\">When technology drives culture: a new paradigm for corporate communication<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5cb63a8 elementor-widget elementor-widget-ha-post-info happy-addon ha-post-info\" data-id=\"5cb63a8\" data-element_type=\"widget\" data-widget_type=\"ha-post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"ha-inline-items ha-icon-list-items ha-post-info\">\n\t\t\t\t\t<li class=\"ha-icon-list-item elementor-repeater-item-74a9bd6 ha-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"ha-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-calendar\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"ha-icon-list-text ha-post-info__item ha-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\tNovember 13, 2025\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<li class=\"ha-icon-list-item elementor-repeater-item-983424e ha-inline-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"ha-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-clock\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8zm0 448c-110.5 0-200-89.5-200-200S145.5 56 256 56s200 89.5 200 200-89.5 200-200 200zm61.8-104.4l-84.9-61.7c-3.1-2.3-4.9-5.9-4.9-9.7V116c0-6.6 5.4-12 12-12h32c6.6 0 12 5.4 12 12v141.7l66.8 48.6c5.4 3.9 6.5 11.4 2.6 16.8L334.6 349c-3.9 5.3-11.4 6.5-16.8 2.6z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"ha-icon-list-text ha-post-info__item ha-post-info__item--type-time\">\n\t\t\t\t\t\t\t\t\t\t3:21 pm\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8de7052 elementor-widget elementor-widget-text-editor\" data-id=\"8de7052\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>By Carla Reyeros, Communication Consultant Manager, and Patricia Francesch, Communication Specialist, from BELIEVERS.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3112de23 elementor-widget elementor-widget-text-editor\" data-id=\"3112de23\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Under the slogan <\/span><b><i>\u201cChallenges and opportunities in the face of technology\u2019s disruption in communication\u201d<\/i><\/b><b>, <a href=\"https:\/\/believers-hub.com\/en\/\">BELIEVERS.<\/a><\/b><span style=\"font-weight: 400;\">, a consultancy specializing in creative communication for companies focused on positive impact, held on October 21 the <\/span><b><a href=\"https:\/\/believers-hub.com\/en\/ecosystem\/\">3rd Edition of its TALK Lunch EcosistemaBELIEVERS<\/a>. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">The event, hosted at <\/span><b>The Craft at Abad\u00eda Retuerta Le Domaine,<\/b><span style=\"font-weight: 400;\"> located in the heart of Madrid, brought together<\/span><b> Alejandra Pedrosa (Abad\u00eda Retuerta), Teresa Vela (Biogran), Sergio Guti\u00e9rrez (CaixaBank), Izaskun Ezcurra (CBRE), Amaya Benito (Cegasa Energ\u00eda), Sara Barderas (Clikalia), Antonio Bauz\u00e1 (Iberostar), Teresa Zamora (ILUNION Hotels), Marcela de la Pe\u00f1a (Just Eat), Leticia Cano (LIMITED.) and Paula Ordov\u00e1s;<\/b><span style=\"font-weight: 400;\"> to discuss <\/span><b>how to integrate technological innovation <\/b><span style=\"font-weight: 400;\">into strategy and corporate culture <\/span><b>to strengthen the identity, purpose and values<\/b><span style=\"font-weight: 400;\"> that define each company. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moderated once again by <\/span><b>Isabel Rivadulla, Marketing and Communications Director at Signus Ecovalor, <\/b><span style=\"font-weight: 400;\">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, <\/span><b>the challenge is not only to adapt<\/b><span style=\"font-weight: 400;\">, but to understand <\/span><b>how to use these tools intelligently <\/b><span style=\"font-weight: 400;\">to generate real value.<\/span><\/p>\n<h2><b>Innovation: the new corporate culture<\/b><\/h2>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"wp-image-2757 alignleft\" src=\"https:\/\/believers-hub.com\/wp-content\/uploads\/2025\/11\/Silvia-Jimenez-durante-la-presentacion-de-EVA.png\" alt=\"Silvia Jimenez during EVA\u2019s presentation.\" width=\"530\" height=\"415\" srcset=\"https:\/\/believers-hub.com\/wp-content\/uploads\/2025\/11\/Silvia-Jimenez-durante-la-presentacion-de-EVA.png 384w, https:\/\/believers-hub.com\/wp-content\/uploads\/2025\/11\/Silvia-Jimenez-durante-la-presentacion-de-EVA-300x234.png 300w\" sizes=\"(max-width: 530px) 100vw, 530px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the main points of consensus during the session was <\/span><b>to understand innovation <\/b><span style=\"font-weight: 400;\">not as an end in itself, but <\/span><b>as a cultural mindset <\/b><span style=\"font-weight: 400;\">that should permeate the entire organization.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the field of communication, strategic innovation helps create synergies, connect departments and speed up processes; but at the same time, <\/span><b>it demands a new leadership model <\/b><span style=\"font-weight: 400;\">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\u2019s habits, channels and expectations.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cTechnology must be put at the service of purpose and corporate culture\u201d;<\/span><\/i><span style=\"font-weight: 400;\"> this is how <\/span><b>Silvia Jim\u00e9nez, R&#038;D&#038;I Director at <a href=\"https:\/\/believers-hub.com\/en\/\">BELIEVERS.<\/a><\/b><span style=\"font-weight: 400;\">, put it when presenting <\/span><b>EVA.<\/b><span style=\"font-weight: 400;\">, the new technology platform<\/span><i><span style=\"font-weight: 400;\"> culture as a service <\/span><\/i><span style=\"font-weight: 400;\">powered by AI\u2014developed by the consultancy to anticipate the communication challenges of the next three years.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cDepartments are no longer siloed,\u201d<\/span><\/i><span style=\"font-weight: 400;\"> noted Silvia Jim\u00e9nez, \u201c<\/span><i><span style=\"font-weight: 400;\">with <\/span><\/i><b>EVA.<\/b><i><span style=\"font-weight: 400;\"> we show that technology can be a bridge between areas, driving internal coherence and making communication truly strategic.\u201d<\/span><\/i><\/p>\n<p>Integrating corporate purpose into <i>storytelling<\/i> in a genuine, honest and creative way.<\/p>\n<p><span style=\"font-weight: 400;\">Another key topic was<\/span> <b>sustainability communication<\/b><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"> In a context of regulatory change marked by the approval of the directive against <\/span><i><span style=\"font-weight: 400;\">greenwashing <\/span><\/i><span style=\"font-weight: 400;\">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 <\/span><i><span style=\"font-weight: 400;\">storytelling<\/span><\/i><span style=\"font-weight: 400;\"> in a genuine, honest and creative way. <\/span><\/p>\n<h2><b>Technology at the service of strategy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Beyond its technical dimension, technology was viewed as an<\/span><b> ally in the service of purpose and positive impact<\/b><span style=\"font-weight: 400;\">. Its value lies in the ability to anticipate trends, optimize decision-making and strengthen the link between strategy, message and action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Attendees agreed that communications departments are taking on an increasingly relevant role within business structures due to their function as <\/span><b>connectors between knowledge and vision<\/b><span style=\"font-weight: 400;\">. Today, communicating means interpreting data, connecting areas and translating information into decisions that drive innovation and build trust.<\/span><\/p>\n<h2><b>Coherence, credibility and purpose<\/b><\/h2>\n<p><b>Coherence as a differentiating value<\/b><span style=\"font-weight: 400;\"> was another major focus of the debate. In an environment saturated with information and marked by distrust, <\/span><b>authenticity <\/b><span style=\"font-weight: 400;\">is becoming the most powerful tool for building reputation. <\/span><b>Responsible communication requires consistency<\/b><span style=\"font-weight: 400;\"> between what is said, what is done and what is promoted.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The professionals agreed that<\/span><b> a brand\u2019s credibility is grounded in its internal coherence<\/b><span style=\"font-weight: 400;\">: communication must permeate every level of the organization, ensuring that external messages reflect a solid, shared and real culture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Likewise, the group highlighted <\/span><b>the role of internal talent as companies\u2019 first ambassadors. <\/b><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h2><b>Strategic communication for positive impact<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With this third edition of the <\/span><b><a href=\"https:\/\/believers-hub.com\/en\/ecosystem\/\">TALK Lunch<\/a>,<\/b> <a href=\"https:\/\/believers-hub.com\/en\/\"><b>BELIEVERS. <\/b><\/a><span style=\"font-weight: 400;\">reaffirms its commitment to continue fostering spaces for reflection on the future of communication:<\/span><b> more strategic, more human and more conscious.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In an environment where sustainability, credibility and innovation are shaping business direction, <\/span><b>communication is consolidating itself as a driver of transformation<\/b><span style=\"font-weight: 400;\"> and a guarantor between what brands say and what they do. As <\/span><b>Vanesa Peloche, founder and CEO of <a href=\"https:\/\/believers-hub.com\/en\/\">BELIEVERS.<\/a>,<\/b><i><span style=\"font-weight: 400;\"> concluded, \u201cthe challenge is not to talk about innovation, but to <\/span><\/i><b><i>live it and drive it through purpose.<\/i><\/b><i><span style=\"font-weight: 400;\"> Only then can companies build authentic, lasting relationships in a constantly changing world.\u201d<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The session ended with a shared reflection: technology can optimize processes, but <\/span><b>it is people who give brands meaning. <\/b><span style=\"font-weight: 400;\">True innovation emerges when culture and technology move forward together toward the same purpose.<\/span><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>By Carla Reyeros, Communication Consultant Manager, and Patricia Francesch, Communication Specialist, from BELIEVERS. Under the slogan \u201cChallenges and opportunities in the face of technology\u2019s disruption in communication\u201d, 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 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2752,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_theme","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categorizar"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When technology drives corporate culture<\/title>\n<meta name=\"description\" content=\"Technology is redefining corporate communication. 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