President of the European Association of Organizations with Soul
“When an organization recovers its soul, the business flourishes.”
Introduction Of Ignacio Bonasa
In a time when speed has replaced purpose and profit often overshadows well-being, a new movement is redefining what it means to build a company: Organizations with Soul.
At the forefront of this transformation stands Ignacio Bonasa, President of the European Association of Organizations with Soul, leading a revolution that places humanity, empathy, and purpose back at the heart of business.
His voice echoes across Europe and Latin America as that of an architect of human organizations helping companies, institutions, and leaders reconnect with meaning, integrate art and emotion into their development processes, and measure success not only in numbers but in coherence, commitment, and human impact.
Today, we speak with him about this silent yet powerful revolution that is reshaping how we work, lead, and live.
The Interview Of Ignacio Bonasa
Ignacio, what does an “Organization with Soul” truly mean?
An Organization with Soul is one that remembers why it was born and what it exists for. It’s not a building or a structure, but a living being with values, emotions, and purpose. It’s a company that puts life at the center and measures success by the human impact it creates.
How was the European Association of Organizations with Soul born?
It was born from a calm yet urgent need the belief that companies can no longer operate only for results, but for reasons. We wanted to unite leaders who understand that nurturing an organization’s soul means nurturing the souls of those within it.
What is the Association’s main mission?
To inspire, accompany, and certify organizations that wish to transform from within. We help them reconnect with their culture and purpose, and develop leaders capable of inspiring authenticity.
What differentiates a soulful organization from a traditional one?
Consciousness. A traditional organization moves by objectives; a soulful one, by meaning. The first seeks results; the second seeks results with purpose. The first works with people; the second works for and through people.
How do you measure the “soul” of an organization?
We measure the invisible. Through our diagnostic tool, we evaluate seven dimensions: purpose, coherence, leadership, culture, communication, wellbeing, and legacy. We don’t just measure productivity we measure happiness, belonging, and humanity.
What role does art play in this process?
Art is the language of the soul. We use it as a pedagogical vehicle to awaken emotion, creativity, and awareness. Art reveals the invisible and unites teams around something greater than themselves.
What’s the relationship between leadership and soul?
Without a soul, there is no leadership only management. A leader with soul inspires, listens, connects, and transforms. Leading with soul means understanding that every decision has a human consequence.
Why is it so urgent to talk about soul in organizations today?
Because people are tired of working without feeling. They need meaning, not just a paycheck. Younger generations won’t join companies without values. A society without souls eventually burns out.
What does the Association offer to member organizations?
Guidance, training, diagnostics, and certification. But most importantly, a community. We provide an ecosystem of organizations that believe the soul is a strategic asset sharing best practices, experiences, and transformative projects.
What kind of organizations can join the network?
Any organization willing to humanize itself. From multinational corporations to small family businesses, public institutions, or foundations. Size doesn’t matter intention and coherence do.
What are the core values of the Association?
Respect, coherence, commitment, generosity, empathy, and purpose. These are the pillars that sustain every action we take. It’s not about saying it’s about being.
How does the Association connect with other initiatives like Liderarte or Turn the Table (DVT)?
They’re all part of the same ecosystem of soul. Liderarte is the formative heart, DVT is the social movement, and the Association is the institutional pillar. Together, they create a network for human, cultural, and social transformation.
What role does culture play in this model?
Culture is the visible part of the soul. If the culture is healthy, the soul breathes. If it’s not, it shows in the climate, the teams, and the results. That’s why we say: “Change the culture, change the story.”
What’s the biggest obstacle when implementing this model?
Fear. Fear of change, of feeling, of vulnerability. But once an organization dares to open that door, transformation becomes unstoppable.
How do you train leaders within these organizations?
Through our 4A model: Learning, Attitude, Soul, and Action. It’s a method that fuses art, emotion, and measurable outcomes turning leaders into true agents of transformation.
What does it mean for you to see a company awaken its soul?
It’s one of the most moving experiences. You see people’s eyes light up again, enthusiasm return, and pride in belonging resurface. It’s like giving back a heartbeat to a silent heart.
What role should Europe play in this transformation?
Europe must lead the new humanistic business paradigm. As the cradle of culture and values, we have the responsibility to export soulful leadership to the world.
How does this connect with sustainability?
Sustainability without soul is marketing; with soul, it’s commitment. It’s not only about taking care of the planet it’s about caring for the people who live on it.
What would you tell executives who still doubt this approach?
That this is not a trend it’s a necessity. Emotional profitability is now the greatest source of competitiveness. When an organization aligns with its soul, everything flows: talent, innovation, and results.
What is your dream for the European Association of Organizations with Soul?
That every company and institution in Europe can proudly say: “We have a soul.” That we build a continental seal that recognizes and celebrates human coherence and that we help create an economy where profit and soul walk hand in hand.
Emotional Closing
Ignacio Bonasa doesn’t speak about companies he speaks about people. He doesn’t speak about structures but about essence.
In times when the soul seems like a luxury, he defends it as the most valuable asset any organization can have.
Because, as he beautifully says:
“When a company recovers its soul, the business flourishes. When a leader leads with soul, the world breathes.”
Turn it around. Reset yourself. Lead with soul.
Because change begins within you.