I think it will have to do with the hangover of the profession, but I have to acknowledge that I look at the linguistic landscape of the places I visit. Signs that stick on the walls, hanging from streetlights, billboards, and supports that appear in shops or companies (signs, notices, tenders signs, etc. ). ). For me, they are very significant and I am very concerned, despite the enormous work done in recent decades to promote the presence of the Basque Country in the socioeconomic sphere, the scarce presence of the Basque Country in them.

That is why I believe that when it comes to creating and managing business, management teams and managers should reflect more clearly on the linguistic variable. Some intervention is needed to change the trend, as in most companies the Basque country does not appear among its languages to be managed. In addition, the influence of workers and customers is very limited, we should be more entrepreneurs to reverse the situation.

There are also significant absences and administrative disabilities. At company level, regulations affect operation and management. If there were specific regulations relating to the use of languages, the impact on the positioning of the language would be immediate.

In the Autonomous Community of the Basque Country (CAPV), there are few companies with obligations that offer services of general interest (telephone operators, transport companies, energy traders, credit institutions, etc. ). ). Together with them, large establishments open to the public of more than 250 workers, with a turnover of more than 50 million euros, commercial areas of more than 400 square meters and located in Basque capitals or municipalities with a proportion of bilinguals greater than 33%…

In addition, there is nothing but the need for the use of Euskera. In addition, companies can receive aid from governments, but no one will be forced to comply with linguistic minima in return.

On the other hand, it is clear that work from social initiative and from management to promotion has a very limited impact. More limited if there is no cooperation and complementarity. Because a mere promotion or communication campaign will not get companies to use Basque often, without establishing a language policy and other effective measures. Examples of this are the lack of an Basque mark in many of the businesses that are opening up these days. We don't seem to be in the Basque Country.

However, there are companies that are very advanced on this road and are beginning the road. The Euskaragileen Business Committee leading the Bai Euskarari Association wanted to make a new contribution to the promotion. These companies, advanced in the Euskaldunization of the companies and with a standardized use of the Basque Country, have developed an infographic with the aim of encouraging other companies to develop Euskera plans for information, advice and support on the process of internalization, use and presence of the Basque Country. In the value chain of these companies, languages add value to the product being produced or to the service being offered, more specifically the Basque language.

Therefore, beyond promotion, let us have public institutions take the necessary measures to make companies see the need to use Euskera. On the way they will have our help.

Rober Gutiérrez, Director of the Bai Euskarari Association