SCHOOL Católica Lisbon School of Business & Economics, Universidade Católica Portuguesa, Portugal SOCIETAL PRESSURE LEADS TO ANXIETY OVER PERSONALITY
new study from the Behaviour Insights Unit at the Católica Lisbon School of Business &
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Economics has found that people often feel the need to change their personality traits to be socially accepted and that this pressure is exacerbated by social media. “Today, both adults and children are exposed to a type of pressure that is silent but highly effective: to appear correct, acceptable and well-adjusted,” the Católica Lisbon team declared. “Social media reinforces this pressure through implicit patterns of behaviour, image and success, which are internalised almost automatically.” The study was based on 50 interviews with participants of various ages in Portugal, drawing on methods of behavioural and psychological analysis. The team discerned “a clear tendency towards the erasure of spontaneity and authenticity”, leading to anxiety, insecurity or identify fatigue. Adopting a “social persona” was found to be particularly pronounced when returning to school or work, as the team explained: “Many interviewees associate the beginning of the work or school year with the need to hide their personality again to avoid conflict or make acceptance easier.” The study, promoted by Portuguese cheese brand Limiano, also found a degree of flexibility in attitudes to personality traits. For example, directness, stubbornness or shyness could all be interpreted as positive or negative, depending on the context and a person’s level of maturity and self-knowledge. EB
SCHOOLS UNITE TO PROMOTE GERMANY AS AN INTERNATIONAL STUDY DESTINATION
to those facing uncertainties elsewhere,” highlighted ESMT president Jörg Rocholl. The overall aim of the initiative is to raise awareness of the benefits of choosing Germany for international study. In the eyes of the participating schools, these include affordable, high-quality programmes with reliable structures for education, academic freedom and everyday life. Christian Andres, dean of WHU – Otto Beisheim School of Management noted that the initiative’s timing was all the more important in the context of global uncertainty. Meanwhile, dean and president of Mannheim Business School Joachim Lutz summed up the three schools’ sentiments as follows: “With this alliance, we are sending a clear signal: Germany is an excellent home for international students, as we stand for the highest quality, open-mindedness and outstanding opportunities beyond higher education. We warmly welcome international students.” TBD
SCHOOL ESMT Berlin, Germany
SMT Berlin has embarked on a communications campaign with two other
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schools in Germany to encourage more students to consider studying in the Western European nation. The “Say JA to Germany” initiative features a co-ordinated external communications strategy and unified public positioning between ESMT Berlin, Mannheim Business School and WHU – Otto Beisheim School of Management. In so doing, it draws on the three institutions’ stated synergies of non-profit structures, shared values and strong links to industry. “Germany attracts international students with its excellent teaching, English-language programmes and clear career prospects. The country’s attractive framework conditions make it particularly appealing
8 Business Impact • ISSUE 6 • 2025
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