Ana Sainz
General Manager
Fundación SERES

I am doubly grateful to the company Gonvarri, a partner of the Fundación SERES, for the possibility of collaborating by way of a small contribution on this manual of good practices, developed through a successful and unique project.

First of all, I am grateful for the possibility of forming part in some way of the history of Emotional Driving, which has proven to be not only a great initiative from its start, but has also achieved excellent results in terms of road safety.

Secondly, I am grateful because in a simple way, through the direct involvement of employees and citizens, it has been shown how Corporate Social Responsibility (CSR) can be developed in different areas, all of them aimed at transmitting and exchanging essential values to society.

Both things show the commitment and good work of companies in respect to their surroundings and at the same time provide a magnificent example of shared value. Shared value being one of the keys to the advance of CSR in companies.


This is the reason why SERES promotes CSR actions, focused on Social Action, which generate value for the business. And to generate value, the key is for these actions to be aligned with the company’s strategy; in this way, in addition to guaranteeing their long-term development, a double value, both social and business, is created.

But let us not think that the development of initiatives requires sophisticated actions; most of the time, simple ideas are the ones that have a big impact and generate important transformations, as can be seen in the case of Gonvarri and its project Emotional Driving.

Emotional Driving is an innovative project because it calls for citizens to drive safely, through a process that is based on sharing positive motivations for safe driving, reinforcing belief systems. The project is designed to contribute to the challenge of road safety, minimizing the risks of traffic accidents and maximizing positive attitudes and behaviors regarding safe driving for all of its groups of interest. Furthermore, it addresses the challenge of attending the needs of the company’s groups of interest, beginning with those closest to it: its employees.

The Emotional Driving program is structured on a base of believability, starting with raising awareness and the commitment of professionals and those near them to reach their clients and be able to encourage a general mobilization in society as a whole through the virtuous circle of “doing” before “communicating”.

For the company, the project is a starting point that reaffirms its commitment to its values, to its professionals and its surroundings. With the collaboration of more than 1,500 people, almost all of whom are employees, Emotional Driving has registered a rate of participation of more than 95%, with a level of satisfaction of 91%, a rise of 64% in the courses completed, a 29% rise in access to the intranet and 36% more interactions.

On the other hand, this initiative is identified with the activity of the company: road safety. We mustn’t forget that 60% of the company’s activity is related to the automobile sector. In this way, the action, framed within the CSR of the company, forms part of its business model.

Finally, I want to highlight that through this type of project, we are able to place Social Action and the CSR at the core of the company’s activity. This is something in line with our activity as a foundation: helping companies develop sustainable actions that last over time, which transform social action into a key element of business innovation.