This year once again saw the holding of the Forum Specialising in CSR, organised by the newspaper Expansión, and which in its sixth year saw the participation of Abengoa, Abertis, Correos, Ecoembes, Ferrovial, Makro and Unilever. These companies confirmed that CSR is not a mere fad to create brand image, but a necessary exercise for building sustainable policies.
As the newspaper Expansión explained, for the first time since 2008 the number of consumers who include environmental and ethical criteria when deciding which products to buy, and from which companies, has grown 36.2%. Germán Granda, the Chairman of Forética (an association of CSR companies and professionals), who presided over the event, explained to the newspaper: “CSR is evolving, having come through one of the hardest economic crises we have experienced, and it is awakening a more aware and responsible consumer.” The representative from the Ministry of Employment and Social Security pointed out that “if these values had been internalised prior to the crisis or during the crisis itself, it is highly probable that its virulence would have been palliated in certain areas.”
Furthermore, Cristina Moral, Ferrovial’s CSR manager, explained at the event that: “We are living in a society that is increasingly connected, and which demands immediacy, and where there is an increased sensitivity regarding aspects of extra-financial information.” Making clear the importance of going further, explaining corporate strategy, the business model and companies creating value in an integrated manner.
CSR policies do not just improve brand image and generate trust among target and potential investors, they also act as a tool for internal progress. And they are an increasingly key decision-affecting factor for consumers who claim, when faced with two similar products, that they will purchase the more responsible one, even if it costs more.
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