The Spanish Association for quality held the third edition of the Congress of sustainable development

In a ceremony presided by the Director-General of Industrial development of the Ministry of industry and commerce, Jesus candle, in mid-June was celebróen Madrid the third edition of the Conference on sustainable development, organized by the Spanish Association for quality (AEC), with the support of the Ministry of industry, tourism and trade.

The opening session also featured the presence of Manuel López Cachero, President of the Spanish Association for standardisation and certification (AENOR). Along with this entity, they have promoted the Congress, Endesa, Foundation Enresa, Enusa Industrias advanced, Indra and Renfe and helped Foundation ecology and development, environment-BSCD Spain Foundation, ASEPAM and Conama Foundation.

At the opening ceremony, Jesus Candil stressed the important role that it has the industry in the process of sustainable development and provided information on the growth. "In 2006 in Spain industry grew by 3.3 per cent and is expected to reach a 4.1, aim to improve the competitiveness of our enterprises in 2007". Candil insisted that there are two key factors in the sustainable development of the industry: the promotion of r & d and sustainable energy consumption. "Innovation", he said, "is one of the main sources of competitiveness". The Director-General of Industrial Development concluded with some hopeful data on policies to develop post-Kyoto. Candil said that "it is beginning to negotiate a new commitment, consisting in the reduction of CO2 by 2020, between 20 and 30 per cent".

These terms also gave Jaime Lloret, Chairman of the AEC, pointing out that "today we have a new business movement that is demanding a very specific training that provide and increase the competitiveness of the business sector". To this end, Lloret pointed out that "the ACS develops a comprehensive training programme on quality and environment, which this year have benefited more than 3,200 professionals".

Coca-Cola, Telefónica, Endesa and Renfe presented his examples of "Smart management and the value of the brands"

A round table, professionals of companies traditionally committed to sustainable development, provided, from their areas of activity, the experiences of management in their companies to link their brands to close to criteria of sustainability and positive attributes.

Carlos Chaguaceda, Director of corporate communications of Coca-Cola, stressed the importance of the brand, pointing out that, to make communication efficient, "it must be true". "The consumer is increasingly demanding, more informed and does not forgive the lack of honesty". Chaguaceda concluded by stating that "sustainability today, as the quality of his day, has gone from being a tool to be a basic requirement".

Meanwhile the Director of environmental protection and sustainable development of Endesa, Jesus Abbey, he pointed out that the Strategic Plan of the environment and sustainable development of the company is geared to be "more responsible, more efficient and more competitive". The company invested in 2006 about 31 million euros in the promotion of social and economic development of the environments in which it operates, betting on any event for sustainability.

Also, the representative of Renfe, Manuel Angel Sempere, Director of communication, brand and advertising, focused his exhibition in the process followed by the brand to the new situation to link it to four key attributes: "different, relevant, credible, growth". Sempere was clear in stating that "the policies of sustainability in companies have become a determining factor for consumers when choosing between brands and value".

The round table concluded with the intervention of Rafael Fernández de Alarcón, Director of reputation and corporate social responsibility of Telefónica, which provided strong figures derived from the study of brand: "30 per cent of the value of the brand is linked to the service is provided." "70 Percent other criteria linked to the company's reputation". Telephone account with an intense program of CSR, which assume commitments publicly. In 2006, says Fernández de Alarcón, the degree of compliance has reached 70 percent.

The event became, once again, in an open area to the debate and the convergence of approaches and interests to promote the harmonization of economic growth, social welfare and the care of the world in which we live, thus achieving a real sustainable development.