An Empire Built on Paper Looks to Benefit From Trump's Trade War
Consumer
Suzano's buying spree, including a Kimberly-Clark deal, shows how executives in Latin America's largest economy can work through fraught geopolitics.
Its biggest buyer is China. Its biggest prospects are in the US. Its biggest acquisition in nearly a decade is focused on Europe. Brazilian pulp and paper giant Suzano SA is going global as it navigates trade tensions between geopolitical heavyweights.
The company harvests raw materials from its eucalyptus groves that go into making everything from books to toilet paper, and claims to play a role in the lives of 2 billion people worldwide. Its executives say they have a plan to navigate this tumultuous time in global commerce, one that could provide a playbook for other companies looking not only to survive but to profit.
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With LinkedIn's thought leadership ads, the line between genuine insight and paid promotion is ... More blurring—raising questions about what thought leadership really means. Recently, I saw a webinar titled 'LinkedIn Thought Leadership Ads.' The name alone made my stomach churn. For a moment, I thought I had misread it. Surely, this wasn't real—surely, no one had decided to mash together the words 'thought leadership' and 'advertisement' into a serious marketing product. But yes, it was true. LinkedIn now has a format called thought leadership ads, which lets companies sponsor posts from individuals—typically their own executives or employees—to promote thought leadership. As someone who has spent the past decades studying, practicing, and teaching the art of writing, particularly for B2B companies, I can't help but feel that this development is not just a misstep. It's a fundamental misunderstanding of what thought leadership is and what it's meant to do. Let me be clear: Thought leadership is not a campaign. It's not a post. It's not a shiny new format for marketers to test. It's a philosophy and a practice rooted in generosity. At its best, thought leadership is the long game of building trust by offering something meaningful and valuable—ideas, perspectives, frameworks—for free, in service of your audience. When I teach writing for thought leadership, I emphasize that thought leadership emerges when an expert becomes an idea guide. This person doesn't just share information—they serve their audience by helping them solve important problems. That's the price of admission: usefulness. Not visibility. Not virality. Admission requires relevance and usefulness. What makes the thought leadership ad format so jarring is the contradiction at its core. Sponsoring someone's post and calling it 'thought leadership' undermines the entire premise of what we're trying to build in this space. Thought leadership isn't supposed to be transactional. 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Companies are right to be engaging their experts for their content, but I believe we need clearer labeling which gives us the ability to tell the difference between a hard-won idea and a boosted post. I'd like to see labeling as clear as the difference between a newspaper's opinion page and it's sponsored sections. The Real Problem: Dilution of the Term Thought Leadership In small ways, I've been working for higher standards in thought leadership for years. LinkedIn's ad format worries me because it pulls us in the opposite direction. Just as groups like the Global Thought Leadership Institute are working to define and professionalize this practice, LinkedIn's feature invites a flood of performative, pay-to-play content. In an environment where the term thought leadership is stretched to include individuals' posts promoted with budget, thought leadership as a practice is diluted. And when a term loses its meaning, it loses its power. That's not just a branding issue. 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And here are some ideas about what the product could be called: Any of these would be better than calling them thought leadership ads. More importantly, a new product name wouldn't hijack a phrase that many professionals have worked hard to live up to. If we allow this blurring to continue, we risk undermining everything that real thought leadership is meant to stand for: courage, clarity, curiosity, and the willingness to give without asking for anything in return. Why The Name Of Promoted Posts Matters This isn't about semantics. It's about values. Thought leadership, when practiced well, is about helping others. It's about taking risks with your thinking. It's about earning trust over time—not buying it in the moment. That distinction matters, especially when we're drowning in content and starving for substance. 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You can't promote your way to authority. And you can't call something 'leadership' if it doesn't begin with service.
