Grant Thornton and the Madrid Chamber of Commerce hosted the event “From Recognition to Trust: Keys to Strengthening the Entrepreneur’s Role,” a day focused on examining how to bolster social trust in business and highlight the contribution of the business community to the country’s economic and social progress.
During the event, Grant Thornton presented the main findings of its report “Entrepreneurs and Society, Face to Face”, based on a survey of more than 1,000 citizens and 250 Spanish business leaders and executives. The study reveals that 81% of citizens view entrepreneurs as fundamental actors in Spain’s progress, though only 45% hold a positive view of entrepreneurship. Among young people under 29, that figure falls to 31%, reflecting a clear generational gap in perceptions of business.
The report also highlights some of the main challenges currently facing Spanish companies. Taxation (62%), bureaucracy (56%) and the political situation (46%) emerge as the top concerns for business leaders, while wage growth remains the main social demand toward companies. In this sense, six in ten citizens (60%) point to low wages as the main weakness of the business community.
Wage Growth as a Priority
The study also reveals a certain disconnect between ordinary citizens and executives. 90% of citizens have no direct contact with business owners or executives. Executives, for their part, criticize the mismatch between education and employment: 70% perceive a disconnect between university and the job market.
In terms of technological transformation, the report also shows a growing adoption of new digital tools in Spanish companies. Artificial intelligence (27%) appears among technologies with the greatest growth potential, along with data analytics and cybersecurity-related solutions (29%) and the Internet of Things (IoT) (21%).
Regarding the ideal future company, society places sustainability first, mentioned by 95% of respondents. Next, citizens note that companies should be more international (62%) and more innovative (59%). The study also reveals a significant difference between social and business priorities: while 71% of citizens consider salary improvements a priority, only 40% of business leaders identify it as a relevant challenge for 2026.
“The study shows that there aren’t as many things that separate entrepreneurs and society as public debate often suggests. 81% of citizens acknowledge the role of entrepreneurs in the country’s progress and there is a shared assessment of challenges such as taxation or bureaucracy. However, we still have a pending issue with young people: only 31% have a positive perception of entrepreneurship, and we must work to close that gap,” said Alejandro Sánchez, managing partner of BPS and head of Grant Thornton’s Madrid office, who outlined the main findings of the report.
Talent, Reputation, and Technology: The Challenges Facing Spanish Companies
“There is a distance between business and society that is often caused by the lack of direct contact with the entrepreneur and the reality of the companies. When there is closeness and mutual understanding, perception clearly changes,” said José María García, president of Air Rail.
“Businesses are increasingly focused on people—our workers—and on creating closer, more human work environments. That effort should also help improve social trust in business,” he added.
Raúl Lozano, executive president of Redur, highlighted that “today there is a significant gap between the expectations of many young people and what certain business activities can offer. Companies must adapt to new demands related to work-life balance, flexibility and quality of life.”
“Technology and artificial intelligence should serve to make people’s work easier and improve their daily lives, not just to gain efficiency,” he stated.
Ignacio Lerdo de Tejada, CEO of Genteel Home, stated that “new generations have a different relationship with work and we must adapt to that reality. Career plans, work-life balance and closeness to teams are today essential to attract and retain talent.”
“More and more young people want to start their own ventures and develop their own projects. That closer, more approachable view of the company will also help improve the perception of entrepreneurship,” he added.
Bringing Society Closer to Business
Likewise, Carlos Lemus, managing partner of La Pajarita, noted that “there remains a significant lack of financial and business literacy. Too often the economic reality of companies is unknown, and that generates perceptions far removed from the day-to-day reality of businesses.”
“Raising wages without improving productivity is very challenging for many small and medium-sized enterprises, especially in labor-intensive sectors. The big challenge is finding a sustainable balance,” he stated.
“Entrepreneurs are fundamental to economic growth, job creation, and innovation in our region. We must continue working to bring business closer to society and to create an environment that facilitates growth, investment and talent development,” he said.
“Collaboration among administrations, businesses, and society is key to tackling challenges such as training, technological transformation, or the competitiveness of the business fabric,” he added.
