Alberto Moreno de Tejada

After the financial crisis of 2008, the role that banks need to play in society seems to have been finally clarified. The purpose - or the rationale - of a bank is currently defined in terms of service to citizens, the community or the specific groups with which it interacts (stakeholders).  In this new business model, principles are integrated into the bank's strategy and grant consistency and unity to three fundamental concepts:  the purpose, the strategy and the corporate culture.  Today in the banking industry, the talk is not about what we want to be but how to become what we want to be. In other words: how to build a responsible culture.