Josep Santacreu: "Having a purpose and committing to social responsibility is essential to being competitive."

BarcelonaJosep Santacreu's stimulating vision is important for outlining the real scenario of purpose-driven companies in a geopolitical environment more uncertain than ever, since in addition to presiding over the Barcelona Chamber of Commerce, he has been actively involved in social responsibility issues for more than 25 years.

What is your vision of purpose-driven companies?

— When we launched Respon.cat, I always said that the Catalan way of doing business has always had three characteristics that have set it apart from the rest of Spain. Since we've always had a lot of entrepreneurial activity, the first is innovation. Catalan companies have always incorporated the latest trends and innovations in their specific sectors. The second is that we've become highly internationalized, which fosters an open-minded perspective. We're the leading exporting region in Southern Europe. The third characteristic is that Catalan companies have always had a sense of responsibility towards the environment, their employees, the territory in which they operate, the social structure, and the physical landscape.

And were these characteristics made public?

— This, a historical fact, had perhaps never been articulated in a very concrete way and had always been done discreetly. Generally, companies handled it in that typical Catalan way of not speaking out. Fortunately, this has changed in recent years because what we have seen is that beyond the benefit of companies giving back to their communities, there is also a more modern approach to engaging with stakeholders, starting with their own employees, but also including customers and other suppliers and distributors. There is a growing appreciation for companies that, beyond achieving good results and being financially sound, have a broader vision, that are clearly concerned not only with strong economic sustainability but also with environmental sustainability and the well-being of the community.

What is the perception of companies?

— Beyond legislation, the commitment of Catalan companies is very strong. The concept of purpose serves to define concrete actions. This is very important for two reasons. The first has to do with the major social transformations in which companies must participate. It is necessary to have a government that does what it should and an active third sector, but if companies do not participate, all of this remains incomplete. Companies are a first-rate agent of social transformation. Many of society's major challenges cannot be solved without strong corporate involvement. The second reason is that it is essential that we do not lose sight of the path of social responsibility that we had begun. I am concerned. Unfortunately, there are very strong currents in different areas that are worrying. Fueled by the situation we are experiencing in the United States with Donald Trump, there are people who are questioning very well-established principles. That exemplary view of business that we had achieved is at risk.

Sometimes it seems like we're going backwards...

— Initially, corporate social responsibility was a minority trend, but it later became mainstream, and no one questioned that trend. Some companies did more than others, but no one disputed it. Suddenly, the landscape has changed. Doubts are emerging about whether companies should be concerned with equality or sustainability. Some voices are suggesting that companies should return to the end of the last century, when their only concern was making money. This seemed to be a thing of the past. Companies, obviously, must be profitable and look after the interests of their shareholders, but they must also care about their employees, customers, suppliers, and distributors in their region.

What role does the revamped Barcelona Chamber of Commerce play?

— The Barcelona Chamber of Commerce is a public law organization with the obligation to represent the various business sectors, supporting companies and advocating for them before government bodies. We are concerned about the shift in trends occurring in some parts of the world. We firmly believe that companies must continue to set an example in all areas of social responsibility and that a company cannot thrive in the long term if society is not thriving. Companies must be concerned, both individually and collectively, with the overall well-being of the country. This implies reviewing internal practices to improve these areas.

How does the uncertainty that has settled into the world influence things?

— We live in a world of rapid change across many social, technological, and strategic spheres. In such a changing environment, the business world is a powerful tool for supporting people's development. Citizens have the greatest opportunity to observe best practices in well-functioning companies. Businesses have a social responsibility to support their employees in this changing landscape. Artificial intelligence is one example. If we want Catalan society to be prepared, we must not be afraid to train young people. It is essential to update knowledge and broaden perspectives.

As for future challenges, where do we need to focus our efforts?

— Every individual in society plays different roles. On the one hand, they may be employed by a company. They are also a consumer. On the other hand, they may be a supplier for another company, a member of a social organization, a voter in the country's political system... We must understand that we all have a voice. When we vote, but also when we consume. It is essential to understand why we buy a product and which company is behind it. We must value things beyond the product or service we purchase. We should be willing, for example, to pay a little more to support a local business that does things right and contributes to building a quality social network. We should reward companies that do things well.

What concerns do companies have?

— Business owners tell me that their biggest challenge is finding the right people with the necessary talent to develop the company, grow it, and launch new projects. Talented people choose the company they work for. It's not like it used to be. When employees choose where they want to work, they choose companies with a purpose. Having a purpose and committing to social responsibility isn't just a trendy fad; it's essential for competitiveness. To be competitive, a company needs the best talent and to motivate it. The company's purpose must be aligned with the purpose of the individuals who make it up. Beyond growth and profit, employees want companies that are committed to the social environment and have good internal practices. It's not about appearances or legal compliance; it's essential for competitiveness. The most successful companies in the medium to long term are those with advanced internal practices in these areas.