HUMAN 2025 Redefines Corporate DNA Through COOLture
HUMAN 2025 redefines corporate culture in Central America with COOLture: an immersive leadership event by Buró Business School that gathered 300+ executives to redesign the organizational DNA.
Organizational culture is no longer a corporate aspiration, it’s a business strategy. That was the core message of HUMAN 2025, Central America’s most influential leadership and human management event, which celebrated its 12th edition with over 300 business leaders gathered in an immersive experience to redesign the cultural DNA of their organizations.
Hosted by Buró Business School, the congress took place in August in Guatemala City under the concept of COOLture: an invitation to build cultures that are authentic, coherent, and emotionally connected.
Data That Drives Transformation
According to Gallup’s 2025 report, only 21% of employees worldwide feel truly engaged at work. Yet, teams with strong cultural engagement achieve up to 23% higher profitability, reduce absenteeism by 78%, and lower turnover by 51%.
Key Themes That Shaped the Agenda
- Culture as a sustainable driver of results
- Employer branding lived from within
- Emotionally intelligent leadership
- Generational integration in the age of AI
- Applied neuropsychology for cultural management
Voices That Inspire
One of the most anticipated moments was the keynote by Doug Lipp, former head of Disney University and author of the best-seller Disney U, who shared the principles behind Disney’s global leadership in organizational culture.
“A winning culture only thrives when it’s actively rooted throughout the organization,” he affirmed.
Other international experts included Hermes Ruiz, Paula Spezzirri, Mauricio Bock, Claudio López, and Jaime Bárcenas, who offered practical tools to activate transformational leadership and redesign cultural habits from day one.
“Companies aren’t explained, they’re felt. The ones that connect best are those that align what they say with what they do,” emphasized Spezzirri.
Buró Business School: Designing Cultures with Purpose
For Giovanni Moran, General Director of Buró, HUMAN 2025 was more than an event, it was a space for transformation.
“Culture isn’t improvised, it’s designed with intention and purpose. HUMAN 2025 is proof of that,” he stated.
With over 800 training programs, 80,000 professionals trained, and 975 companies served, Buró Business School stands as one of the region’s leading business schools. Its strategic alliances include Universidad Anáhuac México, ESAN Perú, Universidad Adolfo Ibáñez Chile, ESIC Spain, ICC UK, and Moove.
