Empowering MINI stakeholders to think Life-Centered
How might we raise awareness of electric mobility, while identifying the challenges that accompany it?
MINI is working to adapt its mobility model to one that is more aligned with sustainability. Part of this work is the transition to the electric car.
In this process, MINI has held a series of events at La Pinada Lab (Valencia), to publicize its new electric car lines. But, when we talk about sustainability, it is not enough to spread knowledge, in a vertical way and with a conventional marketing model.
How could we make our audiences complicit in our own transition as a company?
Life-Centered Design workshops on the electric car business model
We designed a series of workshop events for MINI and its community – primarily potential electric car customers. These workshops aimed not only to raise awareness of MINI’s new electric car lines, but also to engage the community in an innovative way.
We proposed a series of workshops with a look that goes beyond traditional sustainability. A look that goes beyond the Circular Design, and the Human-Centered Design (Human-Centered Design). It is Life-Centered Design, an approach that considers the impacts, not only on customers and brand owners, but also on many other living beings and ecosystems. Life-Centered Design is an approach already being applied by brands such as Minimalism.
Design of projects to improve our companies
During the workshops held with MINI, participants were able to analyze all the impacts of the electric car model. We collectively studied the life cycle and value chain of MINI’s electric car service. In this way, the MINI community was able to participate by contributing ideas for improvement for this new mobility model.
Another example that was worked on in some workshops, as inspiration from outside the mobility sector, is the Coldplay tour. This music band has already taken strong commitments to sustainability.
The workshops were done in an agile and entertaining format, obtaining multiple ideas of strategies to improve the impacts of each case.
Participatory events: higher engagement and greater creativity
Some of the benefits that brands obtain with this type of activities are:
- Greater engagement with their community.
- Reinforcement of their positioning as a sustainable brand.
- Innovative team building and networking processes.
- Obtaining new sustainable ideas that can be developed for their brand.
- Creation of a culture of sustainability and circular economy in their company and stakeholders.
In this way, brands like MINI get their audiences to connect with their transition process in a more genuine way. They manage to strengthen the connection with their various stakeholders, activate a culture of sustainable innovation in the organization, and reinforce their positioning as committed brands.
Do you want to implement this type of workshops and events in your organization?