When Business Meets Culture

The cultural sector is gaining increasing importance in our economies, consistently registering growth rates above average GDP. As well as being a key engine for economic development, it also plays a crucial role in developing community identities and providing greater social cohesion for population centers, especially in more advanced countries. In recent years, cultural institutions have assumed an expanding role in society; they are increasingly being viewed as an important tool for fostering progress and social integration. However, such responsibility cannot be effectively discharged without the support of the business sector and the participation of civil institutions. Businesses are already active participants in the cultural world through their commitment to set aside part of their profits for the maintenance and support of cultural activities. Their participation should not be limited to funding, and partnerships between the two sectors should be strengthened. Greater awareness of the cultural sphere will enable businesses not only to participate in the development of projects that bring maximum benefits in line with their corporate strategy, but also to maximize their impact on society while increasing their public exposure.