Business with Purpose:
Rethinking Impact Through Responsible Models

Hosted by the Green Office at ESCP Business School Madrid, the “Business with Purpose” round table brought together inspiring voices exploring how responsible business models can drive real, lasting change.

A conversation on purpose and responsibility

What does it truly mean to do business with purpose in today’s world? That question guided the latest Green Office initiative at ESCP Madrid: “Business with Purpose: How Responsible Models Drive Impact.”

During this inspiring round table, participants reflected on the role of values, leadership, and innovation in creating meaningful social and environmental impact.

The discussion proved both insightful and practical, revealing how purpose-driven strategies are reshaping industries from within.

Meet the panellists

The session gathered three distinguished professionals, each leading change in their respective fields:

• Verónica Elena Carmona Sampedro, Founder and President of Asociación Tu Luz, an organisation promoting conscious leadership and female empowerment.
• Arnaud Decoster, Sales Development Lead for Spain and Portugal at Avril Cosmétique Bio, a pioneer in sustainable and circular cosmetics.
• Jean-Baptiste Roussel, CSR Project Director for Europe and North Africa at Accor, leading decarbonisation and responsible business initiatives across the hospitality sector.

Transforming business through purpose and innovation

Each speaker offered unique perspectives on what it means to lead with purpose.

“Values are the true engine of transformation,” said Verónica Carmona. “When people and organisations act from purpose, change becomes sustainable.”

For Avril, innovation in the circular economy means questioning long-standing industry practices. Arnaud Decoster explained how the company’s eco-designed soaps — sold in small sachets to be mixed with water at home — eliminate unnecessary transport of water, reducing emissions and packaging waste. “Small, incremental innovations,” he emphasised, “can create significant impact.”

Accor, one of the world’s largest hospitality groups, is also redefining what responsibility looks like at scale. Jean-Baptiste Roussel shared how the company translates ESG goals into concrete actions: from energy efficiency and waste reduction to strengthening partnerships with local suppliers. “Even in a large, established organisation,” he said, “we can continue to innovate for good.” 

Shared lessons from the discussion

Throughout the event, several key ideas stood out:

• Purpose-driven leadership is critical for meaningful social impact.
• Responsible business models can balance economic success with environmental and societal value.
• Collaboration and continuous learning across sectors are essential to scale positive change.

The conversation also highlighted how both emerging entrepreneurs and established corporations can challenge traditional systems — each in their own way — to accelerate the transition toward a more sustainable economy. .

An engaged and inspired audience

The discussion concluded with a lively Q&A session, where students and faculty members shared reflections and asked thoughtful questions. The energy in the room reflected a genuine desire to integrate sustainability into future professional paths.

About the Green Office

The Green Office at ESCP Madrid promotes sustainability initiatives, awareness, and education across the campus. By fostering dialogue between students, professionals, and organisations, it helps drive a culture of responsibility and positive impact — one conversation at a time.