What cultural cues in sustainable mobility products?

Client: Daimler Mercedes-Benz

Context

Immersive exploration delving into the dynamic intersection of urban living, sustainability, and automotive design through extensive field studies. In our quest to understand people's perceptions of the city and sustainability within the automotive industry, we engage with communities, commuters, and urban dwellers. By leveraging ethnographic research methods, our team delves into the nuanced relationship between individuals, their mobility choices, and the impact on urban environments. Uncover firsthand insights into how the automotive landscape shapes perceptions of sustainability and influences city dynamics. This project not only aims to redefine the future of mobility but also contributes valuable knowledge to the broader discourse on sustainable urban living. Join us on this transformative journey as we unveil the authentic narratives that inform the next generation of automotive design and its role in fostering sustainable, people-centric cities.

What we did

In close collaboration with the client team globally, we established the foundation for a new approach to understanding the diverse cultural views of sustainability in their product. We held sessions with internal stakeholders and developed an approach that respects all cultural nuances.

Impact

The impact of delivering a story where all counterparts feel seen is significant within the organization. This research can align efforts to apply the outcomes to the product to be launched in different markets.