The Agbar Chair of Institutional Communication and Sustainability from UPF-BSM takes part in the Forbes Catalonia Economic Summit

Toni Aira, Director of the Agbar Chair of International Studies in Institutional Communication for Sustainable Development and Growth, took part as a speaker at the Forbes Catalonia Economic Summit, held on June 11, 2025, at the Gran Teatre del Liceu.

Professor Aira participated in the roundtable “Creative and Humanist Leadership. Purpose-Driven and Soulful Organizations for a Complex Society.” Drawing on the work of this chair at UPF Barcelona School of Management, Aira contributed data and insights regarding the social and cultural vision of organizations—a hallmark of Catalan identity—as well as corporate strategies committed to creating value amid economic growth.

In his talk, Aira argued that “when we speak about leadership, there is a deficit but also a growing demand for humanism.” According to the professor, “in a context of technological saturation and social tension, leadership with purpose and soul is increasingly sought after.” He justified this by pointing to historical patterns: “In times of crisis, society looks for broad-minded role models—from the Renaissance after the plague, to democratic humanism after the war. Today, once again, we need leaders who speak less about power and more about empathy. That should be the antidote to the kind of leadership that thrives in what journalist Gideon Rachman has titled in his book The Age of the Strongman.”

The power of proximity

In the face of this scenario—marked by dominant, confrontational leadership—“proximity should be a tool for resistance and regeneration,” said Aira.

Since these alternative forms of leadership do not have to emerge only from institutional power, the professor emphasized the value of Catalonia’s fabric, which “goes beyond economics: it is associative, civic, and cultural. This relational capital is real soft power—not symbolic.”

Highlighting the Chair’s outreach work on the 2030 Agenda and the Sustainable Development Goals, Aira noted that this context aligns with SDG 16, “Promote peaceful, inclusive societies with strong institutions.” According to him, “institutionality is an increasingly valued asset for responsible institutional leadership—and it is built from the ground up, from real human networks.”

Regarding Catalonia’s ability to attract and foster new leadership, Aira linked his response to SDG 4 (Quality Education) and SDG 8 (Decent Work and Economic Growth): “Fostering leadership means educating in critical thinking and shared responsibility. That creates the ideal, and essential, climate.”

The Director of the Agbar Chair shared the stage with Isona Passola i Vidal, President of the Ateneu Barcelonès; Georgina Flamme, Director of the Abertis Foundation and Head of Institutional Relations, Communication and Sustainability at Abertis; and Nacho Sequeira, CEO of the Exit Foundation. The panel was moderated by Jordi Alberich, Vice President of the Humanities Think Tank at Foment del Treball.