Females are Fuelling F1's Future
F1 is changing lanes thanks to global beauty brand Charlotte Tilbury
What is this about?
The all-female racing F1 Academy is doubling down on its mission to make motorsports more inclusive to women by partnering with Charlotte Tilbury, the first beauty brand partnership in F1's history.
Currently, 40% of F1 fans are female, contributing to a total 2022 season viewership of over 1.5bn. However, only 7% of drivers at the Formula level are women, and only 4% of these women compete at top levels.
Why is it interesting?
Strap in tight; this partnership is a monumental moment for motorsport. It will hopefully be the catalyst for more women and more female-focused brands to enter the male-dominated sport.
The partnership reflects our Future Code WeTopia and our opportunity, Inclusivity DNA, about representing a diverse audience in your marketing activities and becoming a positive activist for social change.
So What?
There's never been a better time to disrupt age-old traditions. Innovation is at its most exciting when it can challenge conventions and be a catalyst for change. What are the traditions your brand can challenge?
Just Imagine ...
A near future:
Where Japanese artist Yayoi Kusama and Weber join forces to reimagine the BBQ that marks a new era of queen of the grill.
A mid future:
Where fashion icon Vivienne Westwood and DeWalt are bringing female power to the power tools for a "Do it Yourself Rebellion" range.
A far future:
Where NASA engineer Tiera Guinn and NASCAR use rocket science to develop a cutting-edge fuel solution, diminishing the once significant carbon footprint to a dainty one.
Has this sparked a thought for you?
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