The Auditorium of the University of Murcia on the La Merced campus hosted the forum Financial health as a lifestyle, organized by BBVA and daily VIEW OF Murcia. Regional manager of BBVA Este, Count David; Doctor in Forensic and Health Psychology, Laura Rojas-Marcos; and Celler de Can Roca’s award-winning conductor, Joan Roca, gathered to discuss how money matters shape everyday life.
A journalist moderated the discussion, and the audience included representatives from business, education and accommodation sectors. Lily Sea Media Space of Grupo Zambudio and Business Development Director of TCero Studios were among the attendees.
The importance of financial health
After introductions, the first questions explored why financial health should matter as much as a child considers a bank account. BBVA views financial well-being as a core strategic priority within its group strategy. Count David Conde opened by defining financial health as the ability to take control of one’s finances, to feel peace of mind, to reduce stress, and to make future decisions with confidence. He noted that this has been a priority for BBVA for years, arguing that a bank should endure so its customers can endure as well.
Inflation problem
Regional manager Conde described inflation as a real concern and cited the university as an ideal space to discuss financial health matters. He outlined budget guidance, recommending a simple split: fifty percent on living expenses, twenty-five percent toward savings, and twenty-five percent toward debt reduction to avoid overreach. He emphasized the need to build cushions for unexpected events and to set saving goals that require sacrifice, while recognizing that sustainable goals rest on collective effort. The fourth pillar should be protecting investments.
Laura Rojas-Marcos identified the source of financial stress as a first step toward relief, saying that recognizing stress is essential. To face difficult moments, people should develop coping strategies, focus on analysis and organization, and seek reliable information or help when needed. The doctor added that younger generations often lack financial literacy from an early age, and understanding personal finances leads to self-understanding. When decisions are controlled, uncertainty and worry diminish.
Chef Joan Roca then discussed consumer habits and how they influence personal finance. He highlighted the importance of recognizing where food comes from and noted that cooking has become more popular publicly, yet many households cook less at home. He emphasized not overusing the food industry and reminded the audience of his book Cocina o Barbarie, which argues for cooking as a family activity to preserve memory, knowledge, and health.
The discussion also showcased a family car shot, featuring participants and photographer Israel Sanchez. The moment underscored the shared human thread behind the dialogue.
Roca urged valuing local producers and small-scale products, explaining that Can Roca prioritizes the best ingredients and favors zero-kilometer sourcing. He argued for home cooking with fresh produce and applying basic business sense to decisions. The goal was sustainable success that creates local wealth, aligning family leadership with sensible economics.
Situation of Spanish society relative to other countries
Count Conde argued that financial stress is inevitable and that unforeseen events must be planned for. He urged seeing technology as an ally and learning to delegate tasks. Laura Rojas-Marcos remarked that society increasingly accesses information and technology, and that change brings opportunities for reinvention without losing humor or balance. Roca added that crisis moments can be transformed into opportunities with the help of strong allies and sustainable values, including BBVA as a trusted advisor.
Roca described a new venture at Can Roca, including a small farm with a six-person team and the cultivation of crops in their own gardens. He noted how biodiversity restoration and seed banking initiatives abroad have become part of responsible business practices. When asked how to preserve tradition while adapting to change, Roca suggested relying on common sense and responsible leadership to keep the enterprise thriving while creating local wealth.
In the third block, Laura Rojas stressed the importance of family meals as a space to practice emotional management. David Conde added that leadership should regard people through the lens of memories, roots, and values. BBVA works with self-employed individuals who empathize with their clients, including how family dynamics influence entrepreneurship.
Youth and financial health: a hopeful future
In the final block, the focus shifted to the next generation and how financial health will evolve. Conde highlighted encouragement for young people and projected a period of ongoing education in financial literacy. By 2025, BBVA has set a goal to train two million people. He noted that digital natives hold a notable advantage in adapting to financial tools and information. Laura Rojas added that today’s actions shape tomorrow’s confidence, urging young people to integrate new knowledge, maintain healthy routines, and build a proud future self. Joan Roca expressed optimism about youth, asking them to dream and work responsibly for the future. He emphasized cooking as a timeless value and suggested that schools could play a role in teaching practical life skills. The dialogue closed with a hopeful message about responsible living and the enduring importance of cooking with family and elders.