Roberto Feres
Co-founder and CCO of New Content, Specialist in Positive Psychology and Workplace Happiness, Member of the Board of the Rodrigo Mendes Institute for Inclusive Education
Roberto Feres is co-founder and Chief Creative Officer (CCO) of New Content, a leading content marketing company in Latin America.
A specialist in creativity, branding, and workplace happiness, he works at the intersection of strategy, human behavior, and meaningful, results-driven brand experiences.
In the chapter, I propose the idea that workplace happiness does not arise from external stimuli or ready-made speeches, but from the conditions we create for people to express who they already are and to activate the collective potential through a shared, genuine purpose.
I believe my contribution to the book is to focus on culture, communication, and relationships as the foundations of this process, emphasizing that happiness is a collective, everyday, and deeply human construction.
Roberto Feres
About Roberto Feres
A specialist in Communication Strategy, Positive Psychology, and Workplace Happiness, Roberto Feres has built his career at the intersection of content marketing, organizational culture, and human development.
As a creative leader, he co-founded New Content—a content marketing agency that became an international reference—where he led strategic projects in content, storytelling, and brand positioning for over 15 years.
In recent years, he has deepened his work in internal marketing, employee experience, and cultural activation, connecting his communication expertise with the purpose of caring for people. This has positioned him as a recognized leader for combining creativity, behavioral science, and human-centered team management.
He also works as a consultant, executive mentor, and board member at the Rodrigo Mendes Institute for Inclusive Education.
Chapter Theme
The Brilliance of Positive Psychology in Cultural Integration
The science of happiness at the service of a complex human and cultural challenge within a large corporation. The following chapter presents a reflection on the application of the pillars of positive psychology in a complex process of cultural integration.
From an empathetic perspective on human relationships, strategic narratives, and coherently integrated practices, a practical case demonstrates how an environment guided by transparency and valuing the collective can create a space of meaning, presence, and shared happiness.