O Preço do silêncio: porque é que a neutralidade já não protege a organização
DOI:
https://doi.org/10.34630/tth.v6i1.7327Palavras-chave:
Legitimidade Organizacional, Posicionamento, Chief Communication Officer (CCO), Polarização Ideológica, Obsolescência Institucional, Corporate Social AdvocacyResumo
Num ecossistema definido pela polarização e por pressões demográficas sem precedentes, a neutralidade corporativa transitou de um refúgio estratégico para um risco reputacional crítico. Este artigo analisa a emergência da Corporate Social Advocacy (CSA) como resposta a este novo paradigma, explorando três pilares fundamentais: a pressão das Gerações Z e Alpha, a psicologia da legitimidade moral e o imperativo de autenticidade na liderança. Sustenta-se que o posicionamento social é hoje um requisito essencial de sobrevivência, exigindo que o Chief Communication Officer(CCO) evolua para um papel de coach institucional. Esta função visa garantir a congruência absoluta entre o discurso público e a prática, sob pena de a organização enfrentar a obsolescência institucional e a perda da sua licença social para operar num mundo que já não tolera o vácuo de valores.
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Direitos de Autor (c) 2026 The Trends Hub, Revista de Tendências em Comunicação e Ciências Empresariais
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