New edition of The Trends Hub brings together 82 studies on the challenges of communication

The Trends Hub – Journal of Trends in Communication and Business Sciences has published its sixth volume, which brings together 82 technical and scientific articles written by final-year students on the Bachelor’s degree in Business Communication at ISCAP. This edition addresses topics such as artificial intelligence, brand authenticity, hybrid working and disinformation, in a collection of papers produced with the support of over 200 academics, professionals and experts.

Published annually by Eduções CEOS, the journal disseminates research carried out in the fields of Communication and Business Studies. The articles are peer-reviewed by a scientific committee comprising academics and professionals, following a model that seeks to link student research to the challenges faced by organisations.

Artificial intelligence features prominently in this issue. The articles analyse its use in corporate communication, education, content marketing and the spread of political disinformation, reflecting on the impact of technology on professional and social practices. Organisational authenticity is another central theme, explored through research into phenomena such as greenwashing, woke washing, brand activism and deinfluencing.

This issue also devotes space to transformations in the world of work, with studies on leadership, talent retention, the onboarding of new employees, the right to disconnect and hybrid working. Among the topics covered are also issues relating to digital dependency, procrastination and humour as a form of communication and social critique.

The editorial project of The Trends Hub involves students, lecturers, researchers and professionals in the production and evaluation of scientific knowledge. The pedagogical model associated with the journal was recently awarded first place in the P.PORTO (CIPP) Prática+ Award and first place in the Inter-institutional Incentive Award for Innovative Pedagogical Practices, awarded by the INOV-NORTE consortium.

Vol. 6, No. 1 (2026) is available as open access on the The Trends Hub portal.