We often assume culture is static — something that defines a society and its people, but isn't itself a driver of change, merely a spectator to the shifts each generation brings. Far from being true, culture doesn't just take part in social change; in many respects, it can create it. In business terms, culture has traditionally been seen as something to support, but it's becoming ever clearer that it's turning into a tool for transformation and competitiveness — and, despite being the ultimate custodian of tradition, it also drives innovation. This, precisely, is the central idea behind the latest event organised by the Fundació Catalunya Cultura. In La Pedrera's auditorium, the organisation staged a gathering of talks, debates and reflections on the role of culture in an increasingly dynamic and shifting business world, under the banner When culture becomes business strategy.
"If a business owner has no personal connection to culture, they don't see it as a tool for their company," laments Maite Esteve, director of the Fundació Catalunya Cultura. Often, companies inject money into foundations that safeguard culture without really knowing where that money goes or what return it brings. The reality, however, is that culture is a channel for social transformation and, as such, deserves a place within the business world. As Alba Guzmán, founding partner of communications agency ROSAPARKS, explains, just as companies have come round to wanting triple-bottom-line sustainability policies, "they need to be made to understand that culture must be integrated too." Guzmán notes that there should be a line of economic, social and environmental sustainability — but also cultural sustainability.
Reaching the business community and proving that a commitment to culture is a necessary pillar for any company, however, is no simple task. For one thing, the B Corp certification, the leading standard for triple-bottom-line sustainability in business, doesn't recognise culture as a fourth pillar. Guzmán confirms that culture "hasn't adopted the language needed to communicate with companies." In this sense, the ROSAPARKS co-founder acknowledges that culture hasn't adapted to the fast pace of the business world. At the same time, though, companies don't fully understand culture's independence and freedom either. In this context, she notes that the only way forward is conversation between equals and argues that the only way to make culture work within the business world is to "integrate it into the heart of companies." "This isn't about a handful of sponsorships and one act of patronage; it's about understanding why a lasting, meaningful connection is needed." Marta Otzet, director of Culture and Socio-Educational Action at the Sagrada Família basilica, agrees, adding that culture motivates and "passes on a legacy with identity." For Otzet, then, investing in culture — in the business sphere — means investing in a structure that will endure over time.
"Culture questions what we take for granted and helps us create new ideas"
Culture must become part of business, and that will only happen through "long-term investment and agreements," says Elena de Carandini, CEO of Castell Raimat and president of the Fundación Comunitaria Raimat Lleida. It's precisely for this reason that the involvement of public institutions is key. During the event, every speaker took their turn calling on Josep Maria Carreté, secretary-general of the Catalan Government's Department of Culture and the event's institutional representative, for the new law on patronage and the Cultural Rights Law. Carreté himself confirmed that these laws are essential and acknowledged that the administration has a role to play in bringing culture into business. At the same time, however, he stressed that greater professionalisation is also needed. Ultimately, every speaker agreed on the clear need to invest in culture because, as event moderator Georgina Ferri, director of Betevé, put it, it "questions what we take for granted and helps us create new ideas."
21st Century Patronage
The Güell family is part of Catalonia's cultural legacy, and, in the view of Eusebio Güell, president of the Fundació Güell, the essence of patronage remains the same: "believing in talent that hasn't yet been proven." In this sense, patronage means "giving someone a chance," in the words of both Güell and Oriol Aguilà, director of the Festival Castell de Peralada. That said, the concept has become more professionalised. While Güell's ancestor poured all his energy into a single artist — Antoni Gaudí, famous the world over for creating Barcelona's most famous park, Park Güell — today's patronage opens the door to backing the work of a wide range of talents. Despite these changes, however, Güell maintains that across the centuries, and despite how the profession has evolved, "patrons remain visionaries" driven by personal convictions to — as Aguilà puts it — "leave the world having done something." Being a patron today means making risky decisions and having a clear sense of what one wants to do and develop. Betting everything on a single misunderstood artist is no longer enough.
Being a patron is no longer just an individual pursuit. In fact, businesses are increasingly being asked to get involved. The Festival Castell de Peralada is home to the performing arts in the Empordà region. Through its Campus programme, in other words, it becomes the producer of the dreams of young people from the Empordà — dreams that can sometimes feel far removed from the world's great art schools. The festival trains them, brings these seemingly unreachable goals within reach, and puts them on stage alongside major stars: "A risk we want to take, and must take," notes Aguilà. And, in this, they shouldn't have to go it alone, according to Güell: public institutions also have a role to play in helping these emerging artists grow. "Culture is what can create cohesion in such a turbulent world," reflects Aguilà, who believes patronage will be key to culture helping resolve the "chaos" we're living through — because, as Güell concludes, "a society without culture doesn't know where it comes from, and cannot see its future."