Without People, There Is No Future — Not Even for the Publishing Industry

There’s something I’ve learned throughout my career — and I keep repeating it like a mantra: without people, there is no business. This is true for any sector, but in publishing — a field rooted in stories, creativity, and sensitivity — this belief should be at the very core of everything we do.

That’s why being invited to become one of the Great Place to Work (GPTW) ambassadors for the Brazilian publishing market was more than an honor — it was a calling. An invitation to help transform a market I deeply love into one that is more human, healthier, and better prepared for the future.

For years, our industry has invested in format innovation, new technologies, and new sales channels. And all of that is essential. But if we don’t look inward with the same level of commitment — toward those who are writing, editing, selling, packing, and recommending books every day — the equation just won’t add up.

Books, no matter how digital, are never automatic. They need people. And people need care.

Great stories require great people behind them. And great people need environments where they can grow, feel safe, and be recognized.

Great Place to Work has more than 30 years of experience evaluating organizational culture in over 100 countries. Their methodology is built on a powerful premise: companies that trust their people — and are trusted by them — are more productive, innovative, and sustainable. In Brazil alone, over 4,000 companies are certified annually. Data from GPTW shows these organizations experience, on average, 50% lower turnover and up to 65% higher employee engagement — which directly impacts performance and results.

In the publishing sector, this conversation is still relatively new — but absolutely necessary. We’re talking about a market that employs thousands of professionals across a wide range of roles, generations, and backgrounds. It’s a diverse ecosystem, but one that still has much to evolve when it comes to organizational culture, empathetic leadership, and talent development.

The first edition of the Best Workplaces in Publishing ranking, launched in 2023, was a game-changer. For the first time, we had concrete data on how our companies are doing in terms of work environment and culture. And the results were clear: yes, it’s possible to create healthier, more diverse, and more positive workplaces — aligned with the values of new generations — without sacrificing productivity or financial outcomes. In fact, the healthiest workplaces are often the ones that grow the most.

That’s why the 2025 edition of the ranking is already on the radar for many companies in the industry. To participate, organizations must complete the GPTW certification by August 15 — and since the process can take up to two months, it’s ideal to start by June. More than just a seal of approval, the certification is a transformative listening tool. It allows employees to safely share their perceptions and gives leaders a clear view of where improvement is needed.

As an ambassador — alongside professionals I admire deeply, like Bruno Mendes and Larissa Caldin — our mission is to open up this conversation with the publishing world. To encourage companies not only to innovate in products and formats, but to invest in building creative, sustainable, and deeply human workplaces.

Because books are made of paper, audio, or pixels. But before anything else, they are made by people.

And taking care of the people who make this market possible is, in my view, the only viable path if we want books to remain relevant, impactful — and part of the future.