Workers: Optimists about the Future of Work

The BCG Henderson Institute and Harvard Business School presented Future Positive: How Companies Can Tap Into Employee Optimism to Navigate Tomorrow’s Workplace, a research project detailing a global forecast based on the perceptions of 6,500 business leaders and 11,000 middle-skill workers about the future of work. During times in which public debate about the future of work seems to be dominated by widespread fear of change, the BCG and HBS research has concluded that, in general, workers see opportunities in change and are optimistic about their future job prospects.

Of the 11 countries analyzed in the report, Spanish workers, after the French, give the greatest responsibility to the government in their preparation for the future. Even so, they still consider that they themselves are primarily responsible for their own training.

When facing the issue of transforming their organizations to adapt to the future of work, the findings reveal that business leaders underestimate the optimism of a workforce that claims to be happy in their jobs and eager to do the necessary future adjustments. To successfully face this challenge, business leaders have to put aside their preconceived notions and bridge the gap between their perceptions and the reality of their workers positivity.

“The workers who shape and will shape work environments in the coming years are diverse. What the findings of this report show is that business leaders are overlooking a key partner in their efforts to prepare for the future: their own workforce,” says Joseph Fuller, a professor at Harvard Business School and co-chair of the project Managing the Future of Work. “Rather than fearing the future of work, employees around the world are absolutely willing to accept change and take action. It is the responsibility of business leaders to recognize this opportunity and be proactive in supporting their employees and generating concrete action plans.”

“It might be surprising, but generally across all of the countries studied, employees do not consider technology to be the culprit of an uncertain future, but rather as an opportunity.” The workers who have participated in our research are optimistic and look to the future with confidence. They also believe that technology can be part of the solution,” says Judith Wallenstein, partner at Boston Consulting Group (BCG) and director of the BCG Henderson Institute in Europe. “Business leaders need to take advantage of their employees willingness to help create new organizations based on progress and learning that is fit for the future.

Researchers asked middle-skill workers and business leaders to describe their point of view on the trends and forces that can influence their work in the coming years. These topics included: new technologies, teleworking, government responsibility, and regulatory changes.

The report includes concrete recommendations for companies, highlighting a series of innovative businesses that have already begun the preparation of their workers and the adaptation of their companies for the future. Some examples of initiatives that these companies have undertaken include: the use of artificial intelligence tools to determine if a candidate has the cognitive ability to be a high-performance worker, the commitment to train workers to learn new skills through disruptive standards, and the use of technology to provide a completely service-oriented business model.

Data from the Report

Managers have a misconception about the outlook of their employees on the future of work:

  • 39% of business leaders believe that the lack of employees with new skills is already having an impact on their organizations. In addition, they frequently cite (29%) that their workers fear of change as the reason preventing them from preparing for the future.
  • Almost half of the workers worldwide (46%) consider themselves personally responsible for preparing for changes and 45% believe that changes in the working environment will result in better wages. 75% say that they will probably or definitely need to prepare to adapt to the future trends in work.

Middle-skill workers (without university training) are happy in their current positions:

  • 52% of workers without university training are happy in their current jobs.
  • Swedish workers are the happiest with their current employment situation (66%), ahead of Americans (64%).
  • Additionally, 45% of workers around the world indicate that their employment situation has improved over the last 5 years.

While business leaders try to find out which trends will be key to the future of companies, the most common significant issues have been:

  • Development and training of the workforce (30%)
  • Sudden changes in customer needs (27%)
  • Expectations of employees in relation to labor flexibility (27%)

Business leaders point to several reasons as to why their organizations are not preparing for the future:

  • Half of business leaders (50%) believe that their organizations have other strategic priorities.
  • 39% believe that the impact of change in their organization is still far away.
  • More than a third (34%) of business leaders claim that their organization lacks visibility about future trends and their specific impacts.

Workers believe that changes and technology will have a positive effect:

  • Almost half of the workers (45%) believe that changes in the workplace will result in better wages.
  • In general, 61% of workers are optimistic about the impact that technology will have on their work in the future.

Workers and business leaders agree that they do not perceive the impact of technology as a priority issue.


Future Positive: How Companies Can Tap Into Employee Optimism to Navigate Tomorrow’s Workplace

Full report


In order to understand the readiness of companies and workers to adapt to the broad array of forces affecting the workplace – beyond technology- Harvard Business School’s Project on Managing the Future of Work and Boston Consulting Group’s Henderson Institute conducted two global surveys. The first canvassed 11,000 middle-skills workers from 11 countries to learn how those with education levels less than a four-year bachelor’s degree perceive the effect of 15 forces of change (see Table I) on their future prospects. The second polled 6,500 C-suite and senior leaders in 8 countries to understand how to prepare companies and their workforces were to tackle the 17 tectonic shifts (see Table 2) underway.

Lucía Casanueva, Member of Judges Panel which Selected Adriana Domínguez as “Woman Leader of 2019”

Lucía Casanueva, founding partner of Proa Comunicación, was selected as a member of the panel of judges of the “Mujer Líder 2019” awards (Women Leaders of 2019), whose 15 members have unanimously elected Adriana Domínguez, CEO of Adolfo Domínguez, as “Mujer Líder 2019”.

Adriana Domínguez currently spearheads the renewal and reorientation process of the said designer fashion firm, which has thus far allowed the company to achieve its first operating profit (+ 1.2M euros) since 2011. The award ceremony is part of the celebration of the 14th Women and Leadership Forum at the headquarters of the law firm DLA Piper.

The panel highlighted the career and professional achievements of the executive, as well as her notable humanistic character. Since July 2017, Domínguez led the transformation of Adolfo Domínguez, first as managing director and later as CEO. The new management of the firm has achieved, in these last two years, an increase of 26% in its comparable sales, an improvement in its stock price of 255%, an online sales growth of 80% and a return to operating profit after improving its Ebitda by 107%.

In addition to Lucía Casanueva, the panel was comprised of Sebastián Álvaro, journalist and writer, Álvaro Fernández-Villaverde, Marquis of Santa Cruz, Rita Gasalla, CEO of Gälow and member of Ellevate Network, Martín Hernández-Palacios, coordinator of the Women and Leadership Forum, Juana Jiménez, businesswoman, Lary León, journalist at Atresmedia, Pilar Menor, managing partner of DLA Piper, Mariola Olivera, Chamber of Commerce and Industry of Madrid, Ana Poyatos, back office manager of UBS Wealth Management, Marta Ripollés, Prodis Foundation, Eva Sánchez, Citizens C’s, Carmen Torres, Association of Fashion Companies of Spain, Belén Varela, expert in organization and people, and lecturer Eduardo Vizcaíno, of the digital editions of Siglo XXI.

Extensive Experience

Adriana Domínguez González has been CEO of the Adolfo Domínguez group since May 2018. In July 2017, she was appointed managing director and top exectuive of the company. Years before she had been on the board of directors, she was Director of the Perfumes Brand and Director of Communication.

She speaks five languages and holds a degree in International Business Studies from ICADE and CESEM (France) and The Lee Strasberg Theater Institute in New York. She has a Master of Thought from the Contemporary School of Humanities of Madrid. She has inmtimate knowledge of the company which she led for 17 years. She oversaw several projects in different business areas including the design of the company’s concept store and the creation of five capsule collections of the women’s fashion line.

Pablo de Villota writes in El Confidencial about the Return of Tobacco Companies to Formula 1

The Director of the Sports & Entertainment at Proa Comunicación, Pablo de Villota, wrote an article in the newspaper El Confidencial about how and why tobacco companies have returned to Formula 1. De Villota explains how tobacco brands are taking advantage of certain legal loopholes allowing them to sneak back into motor sports, its highly desired promotional territory, starring McLaren and Ferrari.

In the extensive article, Pablo de Villota values the highly varied regulation between countries regarding what areas permit smoking and tobacco promotion, and how this “quagmire” is being taken advantage of by tobacco companies.

Access the full article here:

Minute of Gold or Minute of Garbage? Article by Pablo Carbajosa Published by Vozpópuli

Pablo Carbajosa, responsable de Effective Writing y Oratoria de Proa Comunicación, ha reflexionado en un artículo publicado en Vozpópuli sobre las campañas electorales y los fallos que vienen cometiendo las diferentes opciones políticas.

Pablo Carbajosa, officer responsible for the Effective Writing and Public Speaking Areas of Proa Comunicación, reflected upon the electoral campaigns and the failures that are being made by the different political options, in an article published by Vozpópuli

Bajo el titular de “¿Minuto de oro o minuto de la basura”, Carbajosa se muestra tajante al asegura que “sería deseable que los responsables de los partidos estudien las campañas electorales recién pasadas, y se apliquen a remediar lo peor de ellas, que ha sido mucho”.

Titled “Minute of Gold or Minute of Garbage,” Carbajosa’s article is adamantly emphasizes that “it would be ideal for party leaders to learn a few lessons from the recent electoral campaigns and apply them to remedy the worst.”

Access the complete article here:

Cristóbal Montoro, former Minister of Finance and the Civil Service of Spain, to Participate in the PROA Comunicación Observatories

Cristóbal Montoro, former Minister of Finance and the Civil Service of Spain, will participate in a new edition of the PROA Comunicación Observatories entitled ‘The Spanish Economy and its Impending Challenges’. The Observatory will be held on Thursday, July 4, 2019 at 09:30 A.M. at the Club Financiero Génova (c / Marqués de la Ensenada, 14).

The Proa Comunicación Observatory with Martínez-Almeida, on Dircomfidencial

Dircomfidencial se ha hecho eco del Observatorio Proa Comunicación que se celebró el pasado 10 de mayo con el candidato del PP a la Alcaldía de Madrid, José Luis Martínez-Almeida, como ejemplo de los actos que las agencias de comunicación han organizado en las últimas semanas con diferentes candidatos a las elecciones generales y a las autonómicas y municipales, que tendrán lugar el próximo domingo 26 de mayo.

Dircomfidencial has echoed and reposted news of the Proa Comunicación Observatory that was held on May 10 with the Partido Popular candidate for Mayor of Madrid, José Luis Martínez-Almeida, noting it as an example of the events that communication agencies have organized in recent weeks with various candidates for the general, autonomous and municipal elections, taking place next Sunday on the 26th of May.

La presencia de políticos en este tipo de encuentros es una prueba del crecimiento que está experimentando el área de Asuntos Públicos dentro de las agencias de comunicación, que buscan convertirse en una parte fundamental del debate público que se genera en la sociedad, especialmente en época de elecciones. Según explica Lucía Casanueva, socia directora de Proa Comunicación en el artículo, el objetivo con estas acciones es generar “un dialogo fructífero con los empresarios”, en el que “no se recurra al típico argumentario” por parte del político.

The presence of politicians in these types of meetings is proof of the growth that the Public Affairs area is experiencing within the communication agencies, which seeks to become a fundamental part of the public discourse that arises in society, especially during election periods. According to Lucía Casanueva, managing partner of Proa Comunicación, as she explains in the article the objective of these specific actions is to generate “a fruitful dialogue with businessmen”, in which “the typical rhetoric would be put aside” by the politician.

Watch the video of Martínez-Almeida here.

José Luis Martínez-Almeida: “The Center-Right Cannot Stay at Home on May 26”

“The center-right cannot stay at home on May 26,” insisted José Luis Martínez-Almeida repeatedly, the Partido Popular’s candidate for Mayor of Madrid, during his speech at the Proa Comunicación Observatory with a presentation titled ‘Recovering Madrid for Everyone’ , held at the Wellington Hotel.

Martínez-Almeida put special emphasis on the need to mobilize his electorate “to exert a democratic counterweight” to the policies of the central government led by the PSOE. In this sense, he referred to the policies of tax and public spending cuts carried out by the PP Government in the Community of Madrid at the time back when José Luis Rodríguez Zapatero controlled the central government.

The PP candidate didn’t want to waste time in blaming anyone for the general election results. “It’s clear that no voter from the center-right is satisfied, because the main objective was to throw out Sanchez and eliminate the influence of Podemos,” he admitted. But he encouraged voters not to be influenced by the latest and most recent results presented by the CIS (Sociological Research Center), which gives an absolute majority to the sum of PSOE, Más Madrid and Unidas Podemos seats combined, “because the center right took 180,000 more votes than the left in the Community of Madrid.” Thus, he was convinced that, “with equal mobilization on the left and the right, we win”.

“Restoring common sense and Madrid’s pride to generate enthusiasm for the city”

He also put forward his party as the great unifier of the center-right vote, “as Ciudadanos is capable of lending support to the PSOE” and VOX “has an ideological spectrum so narrow that it will be insignificant,” the latter of which he feels is a reason why voters who have gone will come back to the PP. He argued that the PP should be the predominant force of the center-right because of its transversality.

The PP candidate for Mayor of Madrid also outlined the philosophy and some specific actions of his electoral program to answer questions from the audience. In this way, he said that Madrid meets the criteria to be one of the main international centers of the wealth creation and employment, “but it lacks a global brand and I want to build that brand”.

On the other hand, he proposed to introduce tax cuts and to incentivize public-private partnerships. Within the framework of the former he stipulated, for example, tax deductions to large families on property and motor vehicle taxes. But, above all, he advocated “implementing policies that allow economic activity to be more dynamic in order to withstand recession conditions down the road,” as well as “regulatory streamlining with the aim of reducing the margin of discretion that exists in the city of Madrid,” and most especially, “to generate space for the people to decide and for me to carry out as mayor what the people want”.  And all of this, to restore “common sense” and the “pride of Madrid” to create “enthusiasm” for the city.

Martínez-Almeida, who admitted that he is not afraid of “making decisions,” also addressed issues related to the environment, Central Madrid, the use of environmentally-friendly vehicles, the regulation of the ride-sharing and his proposals to enhance the construction of energetically sustainable housing, among other issues.

Biography of José Luis Martínez-Almeida

José Luis Martínez-Almeida was born in Madrid in 1975. He holds a Law Degree from the Comillas Pontificial University (ICAI-ICADE), and has been a State Attorney since 2001. He has worked in Gerona, Toledo and Madrid. In 2007 he was appointed as General Director of Historical Heritage of the Community of Madrid, a position he held until 2011. Between 2011 and 2013 he was Secretary-General of the Governing Council of the Autonomous Community of Madrid, Secretary-General of the Board of Directors of SEPI Desarrollo Empresarial from September 2013 to April 2014, also assuming the lead role in the Legal Advising Department.

In April 2014, he was appointed by of the Council of Ministers as Director of the Institutional Legal Division of the Independent Authority for Fiscal Responsibility. After the 2015 Municipal and Autonomous Elections he took office as Councilor of the PP’s municipal group and on April 28, 2017 he was chosen as spokesperson of the Municipal Partido Popular Party, a position he currently holds. On January 13, 2019 was appointed Candidate for Mayor of Madrid by the Partido Popular. His hobbies include golf and his passion for Atlético de Madrid.

The Proa Observatories are discussion forums complemented by the participation of prominent executives, politicians and professionals.  They were enacted with the purpose of becoming a laboratory of ideas, where genuine dialogue is fostered to debate current business issues as well as discuss corporate reputation, branding and public relations as important elements for businesses to improve and succeed.

Among the distinguished guests who have participated in these forums are economist Manuel Conthe, President of Red Eléctrica Spain Jordi Sevilla, former Minister of Education, Culture and Sport José Ignacio Wert, writers Pablo D’Ors and Pilar Urbano, Director of External Communication at Deloitte Antonio Belmonte, Director of Communication and Institutional Relations at El Corte Inglés José Luis González-Besada, the High Comissioner for the Spanish Brand Carlos Espinosa de los Monteros, Director General of the OJD Manuel Sala and IESE Professor Yago de la Cierva, editor of Innovación Digital de Vocento Borja Bergareche, President of Multinacionales por Marca España José María Palomares and the President of Red Eléctrica de España, Jordi Sevilla, among others.

Warren Films, Producers of Ben Kendall, Produces McCann’s AMPE Golden Award-Winning Campaign for the Directorate General of Traffic

Proa Communicación’s Creative Director Ben Kendall  has been awarded with the AMPE’s (Spain Advertising Media Association) Grand Golden Award in Multimedia for the campaign “Vivo o Muerto” (Alive or Dead), created by the agency McCann for the DGT (General Directorate of Traffic).The category encompasses more than three media granted by the Advertising Media Association of Spain.

This is an excellent recognition for Warren Films, Ben Kendall’s producers who have been responsible for the production of all spots of the campaign.

José María Segovia Explains the Keys to Providing Excellent Professional Services and the Importance of Reputation

José María Segovia, former president of Uría Menéndez, explained on Friday at a Proa Observatory the keys to providing excellent professional services, among which he highlighted the passion and obsession for excellence and perfectionism. He also noted that human resources management is very important, in which, in his opinion, it is essential to combine fostering a very demanding environment while also showing generosity. At this point, he advocated fostering the sense of belonging to the company at all levels.

All of this, in his opinion, results in good customer service and therefore also into something that he considered of utmost importance; the reputation of the company, an essential intangible to grow business.

Proa Comunicación organized the 4th Madrid SnowZone Championship for Journalists

El IV Campeonato para periodistas Madrid SnowZone superó el récord de participantes con la asistencia de más de 50 periodistas, entre los que destacó Mercedes Milá. Organizado por PROA Comunicación, el evento congregró a un total de 23 medios nacionales: Telecinco, La Sexta, RTVE, Telemadrid, Cadena SER, Discovery, Movistar+, Europa Press, Servimedia, EFE, Hearst, RNE, Política Local, Esdiario, Unika FM, Travesía, Ràdio Sant Boi, Hablemos de esquí, I love ski, Cadena Ibérica Radio, Nevasport y Planet BPM. RTVE y Hablamos de esquí se proclamaron campeones en las categorías de snow y esquí, respectivamente. La periodista y presentadora Mercedes Milá acudió en representación de SCIJ Spain, club internacional de periodistas fundado en 1955.

The 4th Madrid SnowZone Championship for Journalists broke the record of participants with the attendance of more than 50 journalists, with Mercedes Milá among one of them. Organized by PROA Comunicación, the event brought together a total of 23 national media: Telecinco, La Sexta, RTVE, Telemadrid, Cadena SER, Discovery, Movistar +, Europa Press, Servimedia, EFE, Hearst, RNE, Local Policy, Esdiario, Unika FM , Crossing, Ràdio Sant Boi, Let’s talk about skiing, I love ski, Cadena Ibérica Radio, Nevasport and Planet BPM. RTVE and Hablamos de esquí were declared champions of the snow and ski categories respectively. The journalist and presenter Mercedes Milá attended on behalf of SCIJ Spain, an international club of journalists founded in 1955.