The challenges of the green economy demand new answers from a society that is more focused on concrete results for the future. Our society is determined by the degrees of complexity, uncertainty, competition, and high standards of quality and innovation that we demand. The green economy is the point of convergence of a more creative matrix for concrete proposals to the challenges that are brought every day by people and organisations.

The green economy must be supported by the most modern standards of innovation, creativity, and competitiveness. This is the reason to believe that a new standard for the global economy is more than a possibility, it is an individual and collective necessity for all of us as effective global citizens. The difference for this new economy in the new world will be in the type of individual participation that is seen as the central contribution to the reinvention of the collective society. 

This new concept of an economy must be constructed by all the actors in a free and collaborative strategic interaction. The acceleration of the economy depends largely on its people and institutions. An active commitment, in which the focus in the participation and development of new competences on a collaborative basis, must be the key. The challenges of the green economy are a very innovative invitation to know how to be different in a more equal society.

As a driver for the future, the green economy requires that it also be developed by a permanent flow of ideas. Ideas demand a permanent collaboration between the different actors, with the strategic challenge of reinforcing the central competences of society and qualifying them as the unique ways for the creation of value and modernity. The markets are also facing a unique opportunity. The ideas must be the difference of a proposal we must be aware of, which is key to our ambition of excellence.

The green economy will demand a commitment of partnership in order to build a real strategy of confidence in the implementation of different policies. The focus on innovation and knowledge as the drivers of creating added value with international dissemination is a unique challenge that may be the answer to a new way of interaction between those who have the responsibility of thinking and those that have the responsibility of producing goods and services.

A new competitive attitude will be essential for the green economy to succeed.  We need people to have a new challenge. Society must be able to be the real platform of a more entrepreneurial attitude that is centred on new areas of knowledge and new sectors of value. In a modern and active society, the key word is ‘co-creation’. To promote a dynamic and active creation process involving each citizen is the big challenge for the immediate future. The future is the right place to say we are in, we want to be in, and we want to be the right solution to the global problems that we face.

The Green Economy must be based on a confidence of Excellence, and that drive must be the new competitive advantage for a new society of ideas that is pushed by the enablers of modernity, added value and excellence. A very clear idea that suits the big challenge that our society really faces is one that requires new answers for different questions. The act of global participation in such a demanding society is an exercise of commitment between individual creativity and the collective cooperation.