Encuentros: Paula Raez (Part 3)

Sustainability in festivals can no longer be reduced to aesthetics or good intentions. In this conversation, Paula Raez —an expert in cultural-sector sustainability— challenges symbolic gestures and advocates for a technical, professional, and structural approach to meaningful change. Sustainability, she argues, cannot be improvised: it must be designed with precision, managed with expertise, and evaluated with integrity. 

Far from being an optional extra, implementing sustainable practices requires specialized teams, real impact measurement, and a deep transformation of production models. As European regulations tighten around practices like greenwashing, pinkwashing, and impactwashing, cultural events are being called upon to show real accountability — backing their commitments with data, methodology, and tangible outcomes. 

Moving toward truly sustainable festivals demands a shift in mindset — one that goes beyond surface-level solutions and embraces ongoing, thoughtful improvement. This episode offers a clear and grounded perspective on how sustainability can become a transformative tool, capable of driving positive impact without compromising creativity or feasibility.