Case Second chances... Are they for everyone? Social marketing applied to social and occupational integration in Valencia

Juan, still unable to return home, continues to search for information at his office. He is motivated and intrigued and needs to set up a meeting with his Human Resources Director and the Director of the Tax and Legal Department as soon as possible. Juan is the CEO of an industrial waste cleaning services company, which has consolidated its position in the Valencian market thanks to its innovative integrated waste management service that includes physical and administrative management, as well as personalised waste minimisation plans.


After 10 years of steady growth at the local level, the plan to expand in the region began in 2010. A visit from Vicente, a former master’s degree classmate, has given Juan enthusiasm and a different vision of how to approach the expansion plan. Vicente shared his experience at the law firm where he works, where the entire team spends 10 hours a week providing free services to inmates with no financial resources.


Vicente told Juan what it has meant for him to accept this responsibility and the need to raise awareness among more local companies about the potential social impact of focusing on social reintegration. Would Juan be willing to hire people at risk of social exclusion?