Culture and creativity are some of the characteristics that differentiate the human species from other animals and living beings on the planet. Something that challenges us, moves us, and makes us feel alive. But for this culture that distinguishes and moves us to survive and grow, it needs support and economic resources to sustain it. Economic resources that are not always easy to find since, especially in times of economic crisis or instability, culture seems to become dispensable or even take a back seat, being one of the first areas in which administrations and institutions decide to apply cuts.
"It is difficult to love what is not known," reflected Eloi Planes, president of the Fundació Catalunya Cultura and executive president of Fluidra, at the session Patronage and impact: beyond financing, organized by The New Barcelona Post and the Fundació Catalunya Cultura within the Moments Estel·lars cycle. It is perhaps this lack of knowledge about the positive impact of culture on society, or even the lack of interest, the reason that explains why private institutions and public administrations do not commit to subsidizing or investing in cultural projects.
It is also this lack of knowledge, or appreciation for culture, the reason why cultural patronage, which was essential in 18th and 19th century Catalonia ---since, thanks to the contributions of entrepreneurs and recognized figures, buildings such as the Liceu, the Palau de la Música Catalana or Parc Güell could be built---, is losing weight in today's society. So much so that today a large part of the population does not understand this concept or associates it with negative connotations and a very specific profile: bourgeoisie and great fortunes. Or, even, it is associated with companies or personalities who decide to invest in culture to clean up their image.
However, the reality "is that any citizen (and on any scale) can become a patron," warned Ainhoa Grandes, president of the Fundació Museu d'Art Contemporani de Barcelona (MACBA) during the session. From the citizen who is subscribed to a theater hall to the volunteer who, altruistically, decides to dedicate their free time to helping the association in their neighborhood or district.
In short, "a patron is a person, institution or company that, altruistically, wants to generate a positive impact on society. That is to say, they support activities, either through money, material donations, time or in the form of volunteering, managing to generate value, but without expecting a return," as Grandes remarked, in a session moderated by journalist and UPF-BSM professor Toni Aira, and organized with the collaboration of the Fundació Catalunya Cultura, Casa Seat, Barcelona Global and Must Media Group. It is for this reason that Planes defends that even the term patron could be replaced by "culture lover", since it can be applied to anyone who wants to change their environment and, consequently, society.
In fact, for culture to survive, the involvement and resources provided by these anonymous people are absolutely essential. "Small actions have the power to generate great transformations in society," added the president of Metalquimia, a company dedicated to the study of Meat Science and Technology. This idea of promoting small acts to generate great transformations in society is the reason that motivated Lagares, already in the 80s, to launch the Fundació Metalquimia, which has helped consolidate projects such as, for example, the Simfònica de Cobla i Corda de Catalunya, to guarantee the preservation of Catalan music and culture.
This was also the reason that encouraged, in 2014, a group of entrepreneurs to promote the Fundació Catalunya Cultura. The Foundation currently has 45 companies, 197 entities and has supported 315 cultural projects, such as the Pallapupas, clowns who strive to infect hospital patients with joy and hope.
But not only companies and their directors have the power – and even the responsibility – to invest in culture, but also citizens and small establishments. In fact, events like Temporada Alta, which today has become one of the reference festivals for performing arts in all of Europe, was able to be launched, on the one hand, by the work of Britò Produccions, as well as by the support of small businesses in Salt (Girona) that bet on this festival being held in their city, from the baker to the butcher. Small businesses that also contribute to preserving Catalan culture by supporting cultural entities or colles of popular culture.
Civil society is also the basis, for example, of the Fundació MACBA. Thus, one of the most important contemporary art collections in Southern Europe has been financed thanks to "small contributions from people who believe in the need to preserve heritage so that future generations can enjoy it," Grandes, responsible for managing the incorporation of more than 600 works that are part of the MACBA collection today, has defended.
The goal is for these contributions —large and small— to "generate a large oil slick that spreads throughout society," Grandes emphasized. An oil slick that allows the entire population to be aware of the weight and importance of providing resources to sustain culture, research, or social struggles.
Watering the spirit of the patron
"All human beings are creative, as we all carry the seed of creativity within. Even so, there are people in whom this seed has developed innately, and others who need actions and incentives to water it and make it grow. The same happens with patronage: while 10% of people will give resources without the need for an external incentive, 90% of the population could become patrons if educated and encouraged," summarized Lagares, who has captured his vision on business and creativity in the book Time-Out: Creativació o extinció, nosaltres triem… (2025).But what is needed to awaken and water this spirit of patronage in citizens? Pedagogy and training. Since, as Planes also states, it is difficult to love what is not understood and, therefore, to love culture if it is not promoted "from the cradle, that is, from the family; but also from school this love for culture," highlighted the president of the Fundació Catalunya Cultura. "Companies that bet on patronage do so because the entrepreneur at the helm believes in it and decides to bet," added Planes.
For this reason, he demands, as does the Fundació Catalunya Cultura, a Catalan patronage law. They consider that the current patronage law, Royal Decree-Law 6/2023 —which reformed the innovative Law 49/2002— fell short, both in terms of tax advantages and, perhaps above all, in terms of pedagogy. Thus, in addition to requesting specific tax benefits for Catalonia, this future Catalan patronage law should be reflected in French law, known as the 'Aillagon Law' (2003), which dignifies and recognizes the indispensable role of patronage in society. A law that, in fact, constituted an organization that explained, town by town and citizen by citizen, the benefits and advantages of patronage in society.
"The French are proud to act as patrons and to support culture, research, or social projects, because there is no stigmatization around this concept that we do find in Catalonia, and this is thanks to the pedagogy that has been done," Planes claimed. Thus, in Catalonia, the work or contributions of patrons tend to be discreet or silent, often because companies fear that their actions will be considered mere greenwashing or whitewashing. For this reason, the Foundation is working with the Generalitat on a Catalan patronage law, inspired by other autonomous communities that also have their own regulatory framework in this regard.
A law that "they trust can see the light during the current legislature," as Planes points out, adding that it is not a "problem of text —since all political parties agree with the regulations—, but of context: since, in the current context, patronage is not one of the great priorities of the Government or political parties."
The Catalan patronage law, a facilitator
For her part, Grandes also defends that this pedagogy must be implemented not only at an individual level, for citizens, but also for companies and institutions. Thus, the president of the MACBA Foundation defends that culture should also be included in ESG factors —environmental, social, and corporate governance factors that are taken into account when investing in a company—."Investing in culture cannot be a complement or an addition, but rather it must be a responsibility and a commitment of all companies.""The patronage law has to be a facilitator, a railing that helps us lean on and walk towards a more just and cultured society. But, to be accompanied, it is primarily companies and individuals who have to want to start taking these steps, driven in turn by a law that favors them," Lagares defended, remarking that "true patronage must be born in the heart of each person."
"Humans are spiritual beings who have been allowed to enjoy an earthly experience. When we return to the spirit, however, we will return as naked as when we arrived and will only take with us a backpack full of the good we have done on Earth," reflected the vice president of the Metalquimia Foundation, highlighting patronage as one of these aspects with which humans will fill their spiritual backpack.
All in all, Grandes, Planes and Lagares trust that, with the impulse of this patronage law and a change in perception about the figure of the patron, small citizen and corporate actions will be encouraged to transform society. Thus generating "a virtuous circle," in which the resources invested in these projects manage, in turn, to multiply and generate value in society."