Formula 1
The Engine for a Better Tomorrow
Project: Insights + Strategy
Locations: USA, UK, Brazil, Mexico, China, South Korea
Timeline: Sept 2023
Context:
Formula 1 is a playground for extreme STEM innovation along with a push for an increase in diversity and inclusion.
However, when people don’t know that, F1 is relegated to being a male-focused, pretentious, gas- guzzling polluter. And, in a world that is trying to become a more environmentally-conscious, representatively-diverse and equitable society, that sets F1 back. So, F1 wanted see how they could communicate their environmental, social, and governance initiatives to the world. So, they asked…
How can we position our ESG communications to speak globally to Gen-Z non-fans, our partners, and ourselves?
What we did:
In the quest to understand perceptions of Formula 1 through an ESG lens, qualitative research in the form on focus groups and 1-1s emerged as a powerful way to gather a multitude of viewpoints from corporate leaders to fans and non-fans worldwide.
By leveraging these qualitative research methodologies, inherent strengths of F1 in the realm of ESG, as well as identified key areas ripe for improvement and strategic focus were uncovered. Each conversation served as a catalyst for deeper understanding, guiding actionable insights that inform decision-making and drive the narrative of the F1 ecosystem.
The Apertus // What We Uncovered:
In the midst of conflicting narratives surrounding Formula 1—some fabricated, some true—there exists a critical gap in perception among internal teams, fans, non-fans, and partners. With disparate sources of information, the brand's identity risks being obscured by ambiguity and misinformation.
Recognizing the imperative to align stakeholders under a unified understanding, F1 could embark on a journey of reintroduction. And, through strategic communication efforts and engagement initiatives, F1 could reassert its identity, dispelling misconceptions and reinforcing its commitment to excellence, innovation, and inclusivity.