Maslow at Forbes Future of Work Summit: sustainable competitiveness without losing human focus

Article published in Forbes Argentina on March 27, 2025.

The future of work has arrived: how to achieve sustainable competitiveness without losing the human focus

At the first edition of the Forbes Future of Work Summit, corporate leaders agreed that true workplace transformation isn't just about technology, but about achieving a balance that ensures sustainable results without neglecting talent well-being.

Under the title "Sustainable competitiveness: the balance of the future of work," the panel brought together leaders from companies like Nestlé, Carrefour, Randstad, and Maslow, who shared concrete strategies for achieving that balance.

The conversation centered on a core premise: how to build more efficient organizations without sacrificing purpose, inclusion, or the employee experience. "Talent well-being means thinking about the future of work. Attracting and retaining talent requires being both productive and sustainable," said Germán Ruiz, Outsourcing Director at Randstad Argentina.

María Fernanda Amado, HR Director for Nestlé Argentina, Uruguay, and Paraguay, opened the discussion by emphasizing the link between organizational culture and results: "We're convinced that if people have positive experiences within the company, they'll deliver their full potential." She explained that Nestlé has been working with agile cells for three years—cross-functional teams focused on solving specific challenges.

For Amado, digital transformation and agility are inseparable. Automation processes improve efficiency but also "the employee's daily experience." The focus is on creating tools that "free up time for higher-value tasks" while supporting that evolution with "recognition programs, flexibility policies with accountability, and a strong commitment to diversity and inclusion."

Maslow's perspective

The connection between technology tools and people management was also a key focus for Diego Boryszanski, co-founder and co-CEO of Maslow, a platform that personalizes employee benefits for large companies. "Being able to understand what each person needs to deliver their best performance is important, and today it can be achieved very simply," he said.

Boryszanski emphasized that technology should enable capabilities: "It allows people to work from wherever they want, as long as they meet their goals." When asked how to avoid resistance to technological change, he stressed the importance of clear communication: "The certainty that a tool isn't coming to replace but to enhance work is key. Organizations must communicate that from leadership."

Carrefour and the human scale

Ondine Lubel, Executive HR Director at Carrefour Argentina, where more than 17,000 people work, explained: "We seek a balance between agility and closeness to the customer. And we apply that same approach with employees." She highlighted that the company has advanced in automating internal processes, but always with the goal of "providing security to employees and allowing them to focus on what truly adds value."

Lubel announced that Carrefour is developing an internal artificial intelligence tool called Carrefour IA, designed to be "accessible to all employees." The purpose is to "free up time from tasks that don't add value so it can be dedicated to what's truly creative, what really makes a difference."

Sustainability as strategy

All panelists agreed that the future of work requires integrating sustainability as a strategic pillar. "Sustainability must be integrated into business strategy and must be measurable. Everyone should know how much they contribute to the company's purpose," Ruiz said. Boryszanski added that without specific goals and incentives, "sustainability remains an abstract concept."

Amado reinforced that vision: "People ask whether their values align with the organization's. They seek flexibility, purpose, autonomy, and development."

As Ruiz concluded: "It's no longer about productivity or sustainability. It's productivity and sustainability. That's the only way to build the future."

Read the full article in Forbes Argentina