Corporate Leaders Back Culture as Strategic Asset
On Wednesday 9 September 2026, the Fundació Catalunya Cultura hosted a high-level event at Barcelona’s iconic La Pedrera Auditorium, bringing together leaders from business, heritage and public institutions to advocate for culture as a central pillar of corporate strategy. The event, titled When Culture Becomes Business Strategy, highlighted how cultural engagement can drive innovation, reputation and social impact across companies of all sizes. Marta Otzet, director of culture and socio-educational action at the Basílica de la Sagrada Família, described the emotional reactions of millions of visitors as proof of culture’s transformative power. She recalled the surprise success of a cultural event at Gaudí’s basilica on 10 June, which drew overwhelming public response. "We had clarity about creating something beautiful, but we didn’t expect the reception it received," Otzet said.
Government and Foundations Boost Cultural Investment
Josep Maria Carreté, Secretary General of Culture at the Generalitat, stressed that while not every company can be the Sagrada Família, small and medium enterprises, which make up 99.8% of Catalonia’s businesses, should still embrace cultural sponsorship. He called culture the "fourth pillar of the welfare state", following education, health and social rights, and noted a 30% increase in the government’s 2026 cultural budget. This aligns with broader public investment: between 2013 and 2022, seven special foundations in Catalonia, successors to former savings bank social arms, invested €584 million in social and cultural projects. According to an official report from the Department of Economy and Finance, 42.2% of this funding went to education and culture, benefiting 23.6 million people through 954 initiatives across the region.
"If there’s no prior personal connection through family or school, many business leaders struggle to grasp culture’s transformative potential," says Maite Esteve, head of Fundació Catalunya Cultura.
Maite Esteve, director of Fundació Catalunya Cultura, urged businesses to become ambassadors for change, warning that without early exposure, many entrepreneurs fail to see culture’s strategic value. She called for a stable legal framework, including the upcoming Catalan Patronage Law, to encourage long-term private investment.
Local Models: From Lleida to Peralada
Elena de Carandini, CEO of Castell de Raïmat and president of the Fundació Comunitària Raimat Lleida, showcased how her organisation integrates culture into social, environmental and economic action. The foundation hosts an annual festival at vintage end, partnering with the Lleida Conservatory and launching temporary shops to attract visitors back to the area. The event is the world’s first "water positive" festival, returning more water than it consumes. Oriol Aguilà, director of the 40-year-old Festival Castell de Peralada, called for more professional fundraisers in Catalonia, noting the role remains underdeveloped compared to countries like France. Eusebio Güell, president of Fundació Güell, echoed this, stating: "A society without culture doesn’t know where it comes from and cannot build its future." Alba Guzmán, co-founder of communications agency RosaParks, cautioned against treating culture as mere marketing. She argued that true impact comes when cultural initiatives change internal thinking, foster innovation and strengthen employer branding, not just when they appear in annual reports.
Primary sources: govern.cat. Reported by viaempresa.cat.
