The new beacon for long-term success

BarcelonaIn the current context, Catalan companies need to grow not only economically but also in purpose. Experts point out that organizations with a clear purpose, consistent with their values, are more competitive, generate greater trust among stakeholders, and ensure sustainable long-term growth. Companies that operate solely with a purely commercial purpose begin to fall behind consumer expectations and the new global challenges they face.

After decades of evolution, the concept of corporate social responsibility has gained importance in recent times as a result of globalization. Organizations are increasingly aware of the impact their activities and decisions have on their environment and understand that being socially responsible is both necessary and beneficial.

In response to the new challenges of an increasingly uncertain world, purpose-driven companies are proliferating, and corporate social responsibility (CSR) has become a common ground for diverse organizations. CSR is the responsibility an organization assumes toward society for the impacts of its activities. Some of the driving forces behind companies moving toward this more responsible and sustainable model include the influence of stakeholders, evolving societal expectations and demands, a need for greater transparency, brand and reputation protection, and, above all, an awareness of the new reality. The success stories of companies that have already opted for a change in their business model are becoming an inspiration for those that previously focused solely on legal compliance, which are gradually refocusing their approach.

Modern companies are beginning to understand that their organizational success should not be measured solely by economic indicators and have broadened their perspective to address the evolving demands of increasingly informed, critical, and discerning consumers. Furthermore, legislation is changing to require more sustainable production standards.

In Catalonia, initiatives such as the Manifesto for a purpose-driven economyA call to the business world to advance in the active and committed development of corporate responsibility towards society, seeking an economic, social and environmental impact, or organizations such as Respon.cat, which wants to involve the business sector in social responsibility, have gained weight.

"Purpose is key. Whenever companies appeared in the media, it was for negative reasons. The narrative had to change. Companies are the backbone of the welfare state. Without the companies that contribute taxes, public services couldn't be funded. It was necessary to turn the image of companies around. The manifesto serves as a guide and is accompanied by training courses and certifications that work along these lines. The goal is to offer a guide to best practices. Responde.com has never been beholden to any particular standard."

"Sustainability is about ensuring the longevity of economic activity. To achieve this, we must consider not only neutrality but also positive impact. The world is experiencing a time of great change and polarization. We are witnessing armed conflicts we never imagined. The challenges of the economic context involve adapting to instability, making a difference with very ambitious guidelines. Investments are changing, and those of investors, for example, seeking different types of returns, are growing. The social investment fund is about to be launched. The pandemic was a turning point. Another challenge is ensuring that sustainability is properly understood and not used as a mere window dressing," says Belén Viloria, an expert in social innovation and sustainability who has just been awarded the 2025 European Barakah Prize.

Reflective consumption

More and more voices are advocating for mindful consumption. To mark the Christmas holidays, the Catalan Consumer Agency, part of the Department of Business and Labor, launched a social media campaign with practical tips to promote mindful consumption and, at the same time, raise awareness about the importance of buying food in appropriate quantities and avoiding waste.