Q. LLYC recently published a report attempting to anticipate the shape of future leadership. You have a lot of experience, and your position as leader of Spain’s main business association lends you some authority on the matter. What advice would you offer to young up-and-coming leaders? A. I don’t think offering advice on this subject is my place, because I truly believe that future generations themselves are the ones who should be teaching us. They only just finished surviving the 2008 economic crisis, and now all this. But putting that aside, I can still speak as founder of the young entrepreneurs’ association in the Basque Country. I believe that in the near future, passion and optimism will be paramount. Leaders must play the role of facilitator and strive for consensus, highlighting needs and important aspects of their own operations as well as those of their communities. The highest value must be placed on chances to contribute to society. These days, communication is dominated by the digital, so even in times of isolation, I think collective goals are well within reach. I believe the world of the future will be more emotional, featuring leaders passionate about their roles. Q. Among the common characteristics of future leaders is a strong commitment to all things collective. LLYC’s study shows that they consistently foster a sense of community through their actions. In general, companies that have strengthened their societal connections have emerged from this pandemic stronger for the experience. It’s clear that in today’s climate, “corporate activism” has seen increased visibility and companies have developed a new outlook. Would you agree? A. I believe this pandemic is a litmus test. “Brand activism” is a term we once used to refer to corporate social responsibility, wielded in large part as a marketing tool, but in today’s market, brand activism has found a place at the core of many companies. You can see it gaining higher and higher organizational priority. Above all, brand activism has become a factor for companies’ competitive ability. These days, the public is demanding corporate responsibility from us, and we are also tasked with adopting the United Nations Sustainable Development Goals (SDGs). This pandemic has effectively forced us to see everything through a lens of humanity and solidarity. In fact, the new outlook many companies are developing already existed prior to this crisis, allowing for a smooth transition by those able to recognize and harness it. 38 MAGAZINE