Fernando's talk will focus on the concept of the social capital theory. He will explain that sustainability today for companies comes natural and that companies need to learn to develop themselves in a context where citizens control the media and communication and how companies cannot rely solely on mass media. He will also talk about how companies today are not only value generators but also value distributors and need to transform society.

Fernando Rodés Vilà, is a businessman specialized in marketing, communications and sustainability, and invests and manages companies operating in those fields.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx