Many times, one believes that culture is static; that which defines a society and its inhabitants, but which is not a driver of change, simply a spectator of the shifts generation after generation. Far from being a true statement, culture not only forms part of social change, but in many aspects can create it. In a business context, culture has always been seen as an element to support, but it is increasingly evident that it becomes a tool for transformation and competitiveness and, despite being the maximum representative of tradition, it also brings innovation. Precisely, this is the main concept of the latest event organized by the Fundació Catalunya Cultura. In the auditorium of La Pedrera, the organization sets up a meeting with dialogues, debates, and reflections on the role of culture in an increasingly dynamic and changing business environment, under the motto When culture becomes business strategy.
"If a businessman does not have a personal connection with culture, he does not see it as a tool for his company," laments Maite Esteve, director of the Fundació Catalunya Cultura. Many times, companies inject money into some foundations that protect culture without knowing too well where that money goes or what return they get. The reality, however, is that culture is a social transformative channel and, as such, deserves a space within the business world. As explained by Alba Guzmán, founding partner of the communication agency ROSAPARKS, just as it has been achieved that companies want to have triple-action sustainability policies, "we must make them understand that culture must be integrated into it." In this way, Guzmán reminds that there must be a line of economic, social, environmental, but also cultural sustainability.
However, reaching the business fabric and demonstrating that the commitment to culture is a necessary leg in any company is not a simple task. Firstly, in the B Corp seal, the maximum representative of triple-action sustainability within companies, culture is not recognized as a fourth axis. Guzmán confirms that culture "has not adopted the language to communicate with companies." In this way, the co-founder of ROSAPARKS recognizes that culture has not adapted to the fast times of the business world. At the same time, however, companies also do not understand the independence and freedom of culture. In this context, she recalls that the only way to reach them is through an equal-to-equal conversation and states that the only way to make culture work in the business world is to "integrate it into the heart of companies." "This is not about four sponsorships and a patronage; it's about understanding why a lasting and meaningful link is needed." Marta Otzet, director of Culture and Socio-educational Action at the Sagrada Família basilica, shares the same opinion, specifying that culture motivates and "transmits a legacy with identity." Thus, for Otzet, betting on culture —in the business sphere— is betting on a structure that will endure over time.
"Culture questions what we take for granted and helps us create new ideas"
Culture must be part of companies, and this can only be achieved with "long-term investments and agreements," as stated by Elena de Carandini, CEO of Castell Raimat and president of the Fundació Comunitària Raimat Lleida. Precisely for this reason, the involvement of public institutions is key. During the event, all speakers waited their turn to request both the new Patronage Law and the Law on Cultural Rights of Catalonia from Josep Maria Carreté, general secretary of the Department of Culture of the Generalitat de Catalunya, the institutional representative of the event. He himself confirms that these laws are essential and also recognizes that the administration must play a role in this entry of culture into companies. For his part, however, he also emphasizes the need for more professionalization. In short, all speakers maintain the clear need to bet on culture because "it questions what we take for granted and helps us create new ideas," as defined by the event's moderator Georgina Ferri, director of Betevé.
21st Century Patronage
The Güell family is part of Catalonia's cultural legacy and, from the vision of Eusebio Güell, president of the Güell Foundation, the essence of patronage is the same: "Believing in a talent that has not yet been proven." In this sense, patronage is "giving an opportunity," in the words of Güell and also of Oriol Aguilà, director of the Castell de Peralada Festival. However, this concept has become professionalized. While Güell's ancestor put all his strength into a single artist, Antoni Gaudí, well-known for creating the world's most famous Barcelona park, Parc Güell, today opens the doors to validating the works of various talents. Despite the changes, however, Güell maintains that throughout the centuries and despite the transformation of the profession, "patrons continue to be visionaries" with personal convictions to —as Aguilà expresses— "go through the world having done something." In this sense, to be a patron, one must make risky decisions and be clear about what one wants to do and develop. It is no longer worth betting everything on a misunderstood artist.
Being a patron is no longer just an individual job. In fact, more and more business involvement is being requested. The Castell de Peralada Festival is the home of the performing arts in Empordà. In other words, through its Campus, they become the producers of the dreams of Empordà youth, who sometimes see themselves too far from reaching the great art schools of the world. From the festival, they train them, bring them closer to these seemingly unattainable goals, and put them on stage with great stars: "A risk we want and must take," Aguilà emphasizes. And, in this context, they don't have to do it alone either, according to Güell: public institutions must also help these emerging artists grow. "Culture is what can create cohesion in such a turbulent world," reflects Aguilà, who also believes that patronage will be key for culture to solve the "chaos" we are experiencing, because as Güell concludes: "A society without culture does not know where it comes from and cannot see its future."