Family Vision and Global Impact: The Role of Family Businesses in Building a More Sustainable Economic Model

Family businesses have long been the backbone of the economic fabric, recognized for their long-term vision and their focus on preserving a legacy. This perspective strengthens them in a rapidly changing global environment. Today, as sustainability becomes a core driver of competitiveness, their transgenerational mindset fosters decisions centered on resilience, responsible resource management, and lasting value creation.

A Transgenerational Vision as a Competitive Advantage

In an increasingly competitive global market, sustainability has evolved from a regulatory requirement or a reputational factor into a genuine source of differentiation. In sectors such as agri-food and wine production, where tradition, local identity and global projection converge, integrating ESG criteria into business strategy is no longer optional; it is essential for competing and growing.

Today, consumers value not only product quality, but also brand coherence with values such as environmental respect, social commitment, and responsible governance. A wine, an olive oil, or a gourmet product competes on price and quality, but also on the story behind it: the origin of its raw materials, the working conditions across the value chain, and the company’s broader purpose.

When that narrative is backed by verifiable actions, it becomes an intangible asset that builds trust, loyalty, and preference in international markets.

Connection to Place and Social Commitment

Family businesses that have become global benchmarks are uniquely positioned to lead this transformation. Their deep local roots and long-term vision enable strategic decisions that go beyond quarterly results.

At the same time, their international presence demands continuous adaptation to evolving regulations, consumer expectations, and sustainability standards, which may differ by country but ultimately point in the same direction: transparency, efficiency, and environmental impact reduction.

The agri-food sector itself offers numerous examples of how sustainability translates into profitability and resilience.

Wineries investing in renewable energy and energy efficiency systems significantly reduce operational costs while enhancing their reputation.

Companies adopting advanced water management practices become more competitive during droughts, and those implementing digital traceability systems across supply chains improve logistics efficiency and consumer confidence.

In this sense, sustainability not only protects the environment, it strengthens competitiveness and the ability to withstand crises or market disruptions.

Sustainability as a Shared Commitment

From a financial perspective, this transition brings both opportunities and challenges. Moving towards more sustainable business models requires investment in innovation, renewable energy, water efficiency, and digital traceability.

At BBVA, we support our clients throughout this journey with specific sustainable finance solutions: ESG-linked loans, green credit lines for energy efficiency projects, and the structuring of sustainable bonds that help raise capital in increasingly climate-conscious markets.

Our role goes beyond providing access to financing. We also advise agri-food companies on how to measure, report, and communicate their progress effectively — turning sustainability from a compliance exercise into a genuine competitive advantage.

Integrating ESG metrics into corporate strategy not only strengthens relationships with investors and regulators but also enhances the company’s value proposition to the conscious consumer — especially in international markets where differentiation depends not just on the product, but on the brand’s holistic commitment.

Ultimately, sustainability has become a strategic driver of both profitability and reputation.

In a world where consumer preferences are shifting towards more responsible consumption, companies that can combine tradition and heritage with a robust sustainability strategy will be better positioned to compete.

That is where BBVA aims to be a strategic partner of choice — facilitating access to capital, sharing industry expertise, and supporting the transition towards business models that create economic, social, and environmental value simultaneously.