“Being sustainable is a matter of survival.”

Companies know it. Regulators demand it. Customers expect it. Yet, amid regulations, metrics, and acronyms, many organizations find themselves in the same place: they want to move forward, but they do not know where to start.

That is why EINNA was created, a project co-founded and led by Marta Cals (Bisbal de l’Empordà, 1981) to make sustainability more accessible for businesses. A law graduate with more than fifteen years of experience supporting organizations in the integration of ESG criteria, she has first-hand knowledge of the challenges involved in turning intention into action. In this mission, she is joined by Núria Tintoré, co-founder of the initiative, a partnership that Cals describes as the contrast and balance “needed to sustain the project in the long term.”

TB: What is the purpose of your project?

MC: To become the leading sustainability resource for transforming the business landscape, providing the tools organizations need not only to comply with regulations but also to proactively align themselves with the most demanding international standards.

TB: At what stage is your project, and where do you see it in two years?

MC: We are currently in the monetization phase, validating our business model and consolidating our first clients. In two years, I see EINNA having made a strategic leap across Spain, supported by a strong and active network of companies and professionals who trust our technology to manage their impact.

TB: A key decision that has shaped your project.

MC: Without a doubt, the decision to start the business with a co-founder. Entrepreneurship is a complex journey when undertaken alone; having a partner brings me balance, complementary skills, a constant exchange of ideas, and the mutual support needed to sustain the project’s vision over the long term.

TB: What has been the biggest challenge you have faced, and what has it taught you?

MC: Going through a period of more than five months without closing any projects. It was a time of great uncertainty that put our resilience to the test. I learned that market timing does not always match your expectations and that sustainable success requires patience, resilience, and staying focused.

TB: The best advice you have ever received.

MC: “You need to get out and talk to companies.” Sometimes we lock ourselves away trying to design the “perfect” product from the office, but the real value and the answers are out there in the market. Listening directly to customers’ pain points and real needs is what allows you to pivot and offer solutions that truly matter.

TB: We all change over time. Have you changed your mind about anything?

MC: With time and experience, I have learned to put things into perspective and to embrace flexibility and active listening in my daily life. Perhaps I used to be more rigid in my thinking; today, I value broadening my perspective and understanding opinions and viewpoints that are radically different from my own, as that is often where the greatest learning lies.

TB: A professional role model who inspires you.

MC: Barbara Glaenzel, founder of Urbanauta. I am inspired by her conscious leadership style, the consistency of her business model and, above all, her perseverance in building a values-driven project in such a competitive environment.

TB: What do you value most in the people you work with?

MC: Consistency and enthusiasm. Talent is important, but a team that remains committed day after day and approaches challenges with energy and a desire to contribute is the true driving force behind any project that aims to create real impact.

TB: A technology that will shape the future.

MC: Our own technology: EINNA. We are convinced that tools designed to measure, manage, and optimize ESG criteria (environmental, social, and governance) will become indispensable for the survival and relevance of any company in the near future.

TB: A startup or company you admire and why.

MC: Eticas.ai. Founded by Gema Galdón, I consider them absolute benchmarks. I admire their leadership in algorithmic auditing and the way they actively work to ensure that technological development does not perpetuate bias, but instead promotes social justice, ethics, and fairness.

TB: What do you do to disconnect?

MC: Practicing yoga to reconnect with my body and mind, and spending quality time with family and friends. It is my way of recharging my energy and keeping my feet on the ground.

TB: A book you would recommend.

MC: ‘Waslala’ by Gioconda Belli. A magnificent novel that, through the search for a utopia, reflects on human nature, the environment, and the impact of our decisions.

TB: A song that defines your current stage in life.

MC: ‘A la vida’ by Maria Arnal (and Marcel Bagés). It is a luminous anthem, a reminder of collective strength, resilience, and the celebration of being present and engaged.

TB: A recipe, a dish, a restaurant.

MC: A good nettle soup (a local, wild, and surprisingly delicious dish). And as for a restaurant, El Badall in Girona, for its authenticity and respect for quality ingredients.

TB: A place in the world.

MC: L’Empordà. It is my home, my point of reference, and the place where I always find balance and inspiration.

TB: Where would you invest €100k?

MC: In projects and initiatives aimed at eradicating child poverty and promoting quality education. I believe that ensuring children’s well-being, equal opportunities, and access to education is the most urgent and transformative investment we can make for the future of our society.

TB: If you were not an entrepreneur…

MC: I would be lost. Entrepreneurship gives me purpose, freedom, and a way of understanding the world and social impact that would be difficult to fit into a traditional corporate model.

TB: What is Tech Barcelona to you?

MC: It means being part of a vibrant, innovative, and connected ecosystem; a window to the world that allows us to share synergies, learn from other sectors, and showcase local talent on a global scale.