Inês Martins: “When everything is perfect, innovating means having the courage to fail.”

We proudly share the participation of our Marketing Coordinator, Inês Martins, in the e-book "Marketing Trends for 2026", launched by the Portuguese Chamber of Commerce and Industry (CCIP). In her article "When everything is perfect, innovating is having the courage to fail", Inês explores how truth and courage will be the pillars of communication in the near future.

Three Fundamental Movements for 2026

Inês highlights three axes that should guide brands in the coming years:

• Digital decompression: Brands with a more intentional presence, accepting not being everywhere.
• Consequent sustainability: Less anxiety-inducing communication, encouraging discernment: "you do not need more, you need better".
• Accountability and transparency: Assuming the impact of choices and truthfully communicating both successes and failures.

"For the marketing of 2026, I do not desire a performance machine with perfect KPIs, but rather a discipline that sustains imperfect truths."

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Source: CCIP - Portuguese Chamber of Commerce and Industry

Last updated: 25/02/2026