BBVA in 2012

SocietyBBVA, a Groupconcerned withkey issues thatimpact societyBBVA wants to find out what the key issues of concern to society are in the different countrieswhere it operates. To do so, it makes use of a variety of research tools. The Bank regularlydetermines whether the key issues are still current, or there have been any changes to them.BBVA also identifies any other new aspects of relevance to society.As a result of the economic crisis, society’s main concern isunemployment…This year, due to the persistent crisis, public opinion is giving increasing importance to theeconomic situation and unemployment, which are the two most important problems for citizensin most of the analyzed countries. The third most important is crime/safety (in Mexico, it is thegreatest concern).…the priority in thefinancial sectoris for bankingfunctions tobe carried outwith integrityThe issues that citizens consider a bank should address as a priority are related to carrying outthe normal financial business correctly. Specifically, the main demands are related to the ethicalbehavior of financial institutions (mainly in Europe), their real focus on customers (in particulargreater demands with respect to prices, especially, in Latin America) and access to credit as away of boosting economic growth and employment in the current crisis.Bearing in mind these factors, the list of relevant issues for both BBVA and its stakeholders is asfollows:RankingIssueMain increases inimportance1 Working in accordance with the highest ethical standards ▲2 Value for money (fees, interest rates) ▲3 Quality of products and services ▲4 Access to loans (individuals and companies)5 Contribution to a strong economy/job creation6 Financial profitability and sustainability of the Institution7 Transparency/accountability8 Clear and transparent language9 Banking penetration into the low income population10 Support for governments regarding most significant issues for the population11 Marketing products with complexity adapted to target audience12 Financial literacy13 Responsible project finance14 Remuneration for executives and board members15 Fraud prevention measures16 Working on employee development and motivation17 Promoting equality and diversity18 Community involvement actions19 Using technology to benefit people: multi-channel banking20 Protecting privacy21 Work-life balance22 Ecoefficiency23 Design of socially and environmentally responsible products24 Humanitarian aidBBVA has worked intensely in 2012 to prepare a new Strategic Corporate Responsibility and ReputationPlan designed to integrate stakeholder expectations into the Group’s key management processes.34 Executive summary