The Chair is conceived with a long-term vision and is structured around analyzing the level of purpose implementation in organizations, as well as developing tools and best practices that contribute to its effective application.

A joint project that seeks to connect academic knowledge with business reality, creating a space for research, training, and dissemination that enables companies to incorporate purpose into their strategy and corporate culture, thereby strengthening their impact on society.

In this context, the University of Navarra held the presentation event for the Chair at its Madrid campus, with participation from representatives of the academic field and collaborating companies such as ImpactCo and Atresmedia.

During the event, a roundtable focused on the implementation of corporate purpose took place, featuring Patricia Pérez, Corporate General Director of Atresmedia, alongside representatives from other companies. The meeting provided an opportunity to share experiences on how organizations are integrating purpose into their management models and decision-making processes.

With this initiative, Atresmedia reinforces its involvement in projects that promote more responsible business management aligned with current social challenges.