Companies of the future have purpose and values beyond their own Business core. This statement was one of the central topics that were addressed in the different interventions at the World Business Forum Madrid 2023 (WOBI) conference, held this week in the Spanish capital.
This event brought together business leaders, innovators and visionary thinkers who shaped this and other ideas regarding the future of business.
Kevin Roberts, exCEO de Saatchi
Precisely, this definition stood out as a beacon during the meetings of the business event. Precisely, Roberts himself, to demonstrate the meaning of it, spoke of ISDIN, a Spanish brand of international reference and, in his opinion, “a clear example of a lovemark.” The laboratory, recognized for its commitment to innovation and quality in dermatological products, has managed to transcend its own business activity to become a brand with which consumers establish deep emotional connections.
Another of the most notable interventions was that of the CEO of ISDIN, Juan Naya, who intervened to share the company's purpose, from the eradication of skin cancer to the recovery of the planet. To do this, Naya explained two of the big projects they lead. On the one hand, to contribute to the eradication of cancer, the medical expeditions they organize to Mozambique. There dermatologists from all over the world help the albino community fight against skin cancer that, in this area of the planet, causes real havoc.
On the other hand, Naya wanted to involve those present with what for him is a real challenge for ISDIN, since it means “getting out of the comfort zone, the health of the skin. This is the Bluewave Alliance, a non-profit initiative that supports and promotes projects aimed at rejuvenating the Mediterranean Sea thanks to the alliance between the scientific community, companies and “dreamers, people who take the plunge and say 'this is possible'. “explained Juan Naya. The objective is to ensure that 30% of the Mediterranean surface is protected by 2030 (currently only 0.02% has effective protection). And to do this, we must work “to declare more reserves and protect and regenerate” the Mediterranean, one of the most polluted seas on the planet. For this reason, Juan Naya encouraged companies and “other dreamers” to join the Bluewave Alliance because he stated that the Mediterranean can be recovered, “we still have time, and the time is now.”
The swimmer Michael Phelps was in charge of closing the WOBI 2023 days with a conference that put on the table the importance of recognizing mental health, for which he gave his own case as an example. The day before, the main protagonist was Francis Ford Coppola, who shared with the audience anecdotes and impressions about different aspects of life, his film career or business.
