Sustainable companies for a sustainable Barcelona

In a world where sustainability has become an inescapable obligation for companies in all sectors, those organizations that do not align with these demands run the risk of losing relevance, or even being left out of the market. But this reality not only affects their competitiveness, but also their ability to attract and retain talent. This is especially relevant among younger generations ---millennials and Gen Z---, who are particularly sensitive to the values and impact of companies on the planet and society, both as consumers and in their career decisions.

The commitment to sustainability goes beyond the corporate sphere, also becoming a priority for public administrations. It is a co-creation effort where public and private actors collaborate to develop activities that promote a better world. The Sustainable Development Goals (SDGs) are clear proof of this global commitment to build, together, a greener, fairer, and more egalitarian future. More sustainable.

A prominent example is that of the Barcelona City Council, which recently launched its Citizen Commitment for a More Sustainable Barcelona 2024-2034. Through this initiative, the council underlines the crucial role that companies must play in this process of co-creating the future. Barcelona, as a technological hub in Southern Europe with an undeniable global appeal, must also be a pioneer in sustainability. Like the companies it hosts, the city cannot afford to fall behind as a pole of attraction for international companies and talent.

However, despite the fact that everything mentioned so far should be evident, much remains to be done. Companies that have adopted these practices do not represent even half of the total. According to a recent global study we conducted at HAYS, 64% of professionals believe that their companies should do more to promote sustainability, which shows a significant disconnect between employee expectations and company actions.

Furthermore, according to our 2024 Labor Market Guide, only 9% of surveyed companies consider sustainability a strategic objective. This gap not only affects their competitiveness but also limits their ability to meet the expectations of young talent. These qualified profiles seek genuinely committed organizations, beyond the usual rhetoric that often permeates Corporate Social Responsibility (CSR) objectives, understood as a mere addition or tip.

Barcelona, as a technological hub in Southern Europe with undeniable global appeal, must also be a pioneer in sustainability

In this context, the Citizen Commitment for a More Sustainable Barcelona 2024-2034 is a wake-up call for all companies. The time has come for organizations to adopt bold and effective measures if they wish to align with the expectations of society and professionals. In this transformation process, we must all actively participate so that Barcelona's companies are sustainable, thus consolidating our city as a benchmark for commitment and a better future.