This article was originally published in Alliance Magazine on November 5, 2025
By Fátima Lima, Sustainability Director at MAPFRE and Representative of Fundación MAPFRE in Brazil
There are moments in one’s professional journey that touch us more deeply, awakening not only our technical gaze but also the human sense of the mission we carry. Being present at the 14th edition of the Brazilian Philanthropy Forum, promoted by IDIS, was precisely that: a passage. More than an institutional participation, my presence there, representing Fundación MAPFRE, was the living expression of a commitment that, for 50 years, has transcended discourse and materialized into concrete actions that create lasting social impact.
It was an atmosphere of listening, courage, and collective willingness to face the challenges of our time. The theme chosen for this year — “Hope in Action” seemed to echo in every word, gesture, and exchange that took place. But this verb was not conjugated in the future tense; it was lived in the present. The ‘hope in action’ we spoke of at the Forum is daily action, movement, a political and ethical choice not to conform.
As the representative of Fundación MAPFRE in Brazil and a guest on the panel ‘Companies Sowing Transformation’, I had the privilege of sharing our vision of Fundación MAPFRE’s role — founded by MAPFRE and celebrating its 50th anniversary this year — in building long-term social impact through a consistent global strategy adapted to local realities.
The IDIS Forum is a convergence point for worlds that often operate in silos: the corporate sector, civil society, traditional philanthropy, and new forms of social investment. Listening to Indigenous writer Daniel Munduruku in the opening session reminded me that time is not a straight line — it is ancestry and also seed. And that, in order to hope in action genuinely, we must recognize our history and decide with whom we truly wish to walk.
Brazilian Philanthropy Forum 2025 during the panel Companies Sowing Transformation. Photo: Andre Porto
A growing trend in philanthropy continues to move me deeply whenever it is publicly voiced: the shift from a logic of charity to a logic of justice. Philanthropy is maturing as it recognises that donating is not enough — structures must be transformed. Intervention alone is insufficient — we must listen. Helping is not enough — we must walk alongside.
On our panel, together with colleagues from Fundação Bradesco, Fundação Sicredi, and L’Oréal, we discussed what it means to be a company that sows. Sowing requires time, patience, and a long-term vision. At Fundación MAPFRE, we believe that investing in social impact also means investing in our own organizational culture. Projects that promote education, inclusion, and safety are not only beneficial for the community — they are transformative for everyone involved, driven by our Corporate Volunteering Program. Engaged people transform environments, and healthy environments generate exponential impact.
One statement that stayed with me, made by a panelist on climate change, was: ‘Philanthropy must stop being reactive and become preventive. We cannot wait for a disaster to act.’ The climate crisis and the social inequality we face demand that we be more than donors — we must be allies, co-creators, co-responsible agents.
This perspective of generating truly lasting social impact, especially in crisis contexts, reflects our purpose of acting with empathy and responsibility. In the face of major climate disasters, such as the one that struck Rio Grande do Sul, we mobilized efforts to support those most in need — donating more than R$ 1.6 million to affected families. This swift response demonstrates the importance of philanthropy as a driving force for social transformation and community rebuilding in times of adversity.
Looking out over the auditorium filled with diverse leaders — from corporate institutes to grassroots organizations — I realized that an important maturation is taking place in Brazil’s social sector. We are indeed acknowledging that real impact requires collaboration, humility to recognise that no one transforms anything alone, and courage to keep turning hope into action as a daily practice, even when the world outside challenges us constantly.
This month, Fundación MAPFRE is also honoring maestro João Carlos Martins with the Lifetime Achievement Award in Madrid — recognising not only his musical genius but also his tireless dedication to social projects through the Bachiana Foundation. His life journey embodies values that inspire us: courage, resilience, and a deep belief in the transformative power of art as a path toward a more just and humane society.
Finally, I see that Fundación MAPFRE’s support of this powerful gathering reflects much of who we are. After all, we are present where dialogue happens. We stand alongside those who build bridges. We believe that philanthropy cannot be reduced to numbers — it must embody listening and connection. It must inspire and be inspired.
I carry with me stories of transformation, reflections that continue to resonate, and, above all, the certainty that hope is not illusion — it is strategy. When we sow together, the impossible becomes the horizon. And may we all continue to ‘Hope in action’.
