2018 #BRAVObiz Video: The Power of Purpose — Creating Shared Value

Experts from the Boston Consulting Group, Grupo Éxito, SAP Latin America, and AIC Technologies talked about how companies are moving beyond corporate social responsibility programs.


  • Carlos Mario Giraldo Moreno, CEO, Grupo Éxito
  • Claudio Muruzábal, President, SAP Latin America & The Caribbean
  • Alfredo Zolezzi Garretón, Founder and Chief Innovation Officer, AIC Technologies; President, Alfredo Zolezzi Foundation
  • Wendy Woods, Global Leader – Social Impact Practice, The Boston Consulting Group (moderator)

What responsibilities do businesses have as social actors? “Purpose is ‘the why’ an organization exists,” said the Boston Consulting Group’s Wendy Woods, who moderated the third panel of the 2018 Council of the Americas Symposium. In her opening remarks, she cited evidence showing a company’s financial success positively correlates with its environmental and social performance. As an example of how Colombian retailer Grupo Éxito lives out its purpose, CEO Carlos Mario Giraldo Moreno focused on nutrition through his company’s Gen Cero Strategy, citing how the childhood malnutrition rate in the country has dropped from 14 to 10 percent in the last five years.

As head of a tech company, SAP Latin America & the Caribbean President Claudio Muruzábal highlighted entrepreneurship. He gave the example of his company’s One Billion Lives initiative that encourages employees to devise startups that will improve the lives of others. Measurement is important, he said, but “what is more important is changing the culture.” AIC’s Alfredo Zolezzi Garretón talked about the value of partnerships, highlighting how AIC partners with Airbus to put technology in schools in low-income communities. In the future, he is looking to develop socially beneficial apps, technology he says that is ultimately “an excuse” to see transformational change.

Watch more videos of the Symposium.