Formula E- turbo charging sustainability in motorsports
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An interview with Julia Pallé, Sustainability Director at Formula E
September 29th - Author: Fabian Vermum
Julia Pallé is Sustainability Director at the ABB FIA Formula E Championship.
She is also Sustainability Advisor for Extreme E, the all-electric SUVs series and the President of Sports and Sustainability International.
The ABB FIA Formula E World Championship is the world’s leading all-electric motorsport series and, from its inception, has placed a commitment to promoting sustainability and fighting the climate change crisis as a priority, Following the climax of its seventh season in Berlin, Sustainability Director Julia Pallé sat down with us and talked about purpose, storytelling, and the future of the world’s first fully electric racing series.
-The interview was edited for clarity and length. -
F: Could you briefly describe what Formula E is about for all our fans who are not yet aware of it?
J: Absolutely, Formula E is the first and only 100% electric single-seater racing series and we are unique in that we race in inner cities. The whole reason why Formula E was created was to advance electrification on the streets by promoting electric mobility to contribute to reducing air pollution and fighting against climate change around the world.
It is on our city’s streets where we all feel the damaging effect of air pollution, and it is also why we need more sustainable mobility solutions.
F: What can other sports learn from Formula E regarding sustainable communication and its implementation in the whole event process, one example of it being the ISO 20121 certification?
J: Formula E was not created because we felt the need for another racing series but to support our core mission of expanding electrification throughout our streets by showcasing and supporting the advancement of electric mobility. This vision influences every step we have and continue to take. My role is to implement the greater mission that stands behind Formula E in our core business model which is delivering a racing event.
Sometimes people have a negative bias against motorsport, portraying the industry as a villain of sustainability, but I believe the certification shows that it can be a driving force. Certifications are one of the best ways to “walk the talk” when it comes to the development of sustainability within an organization. In addition, it shows our fans that what we do is truly authentic.
F: What stories do you base your purpose on?
J: We want to showcase that a sustainable lifestyle is not only the friendliest option to our planet but also is cool, exhilarating and innovative. I think that there is a general misconception by the public that you must give up something to combat the climate crisis. I want to show you can still have all the fun and do all the things you desire while living a sustainable lifestyle. That is very much how we use the race. Our cars are fast, fun, and exciting but still as sustainable as it gets.
F: How do you implement sustainability in the event?
J: At our event, we try to showcase examples of how a sustainable lifestyle could look. We don’t use single-use plastics, the drivers on the podium use reusable bottles, we focus on resourcing 100% of energy from renewable energies, and we deliberately choose to be a no parking event.
We also encourage our fans to commute to and from the event by public transport because we recognize that shared mobility is part of the solution. We also work with our partners to implement sustainability in our daily business. A couple of years ago, Allianz, our insurance partner helped us to install a hydration station to provide free water to the public. Our partner also distributed reusable water bottles so people could drink as much as they want.
Ultimately, we strive to create a sense of community and want our fans to be aware of the impact everyone can have. Once our fans understand the reasons and benefits behind a sustainable lifestyle, they are, for example, more likely to switch to a renewable energy provider themselves.
F: There are two ways to talk about sustainability. On the one hand, there are positive stories (innovation, exciting racing, etc.) but on the other hand, you do have to make people aware of the negative consequences of the current lifestyle (air pollution, climate crisis, etc.). How do you keep the balance between those two?
J: I think it is very much a fine line because you need to give people the context to the current situation. But at the same time, research shows that if you want people to act, you must tell positive stories and encourage them. I do believe that it is crucial to give accessible solutions.
An example of these behavior changes within our electric racing context would be if fans order an electric uber instead of a fossil-fuel-powered car. Even if these are only small steps in the right direction, they add up and ultimately create real change.
F: How does Formula E want to translate online action to offline impact
J: To begin with, legacies can be both intangible and tangible. Since the beginning of the Championship we have left different kinds of legacies all over the world. But we always approach our events in the same way. We have a global strategic approach to impact the local communities that host us.
Let’s face it, one of the downsides of racing in an inner-city is that we sometimes disrupt the people who live in the area. The idea is to involve the local schools, charities, universities, or any other institution that is relevant in the local context. In addition, we want to show the local community that this event is something for the greater good, something that the next generation will benefit from in the future.
A couple of years ago, for example, we donated all our ticket proceeds to the post-earthquake reconstruction efforts in Mexico City that followed a devastating earthquake that had hit the city. Sometimes we organize events for kids like FIA Girls On Track. There we showcase that motorsport is not only a male-dominated sport but offers a welcoming environment for young and diverse girls to work as engineers, presenters, or drivers.
F: How do you manage the contrasting narratives (car transport vs. focus on sustainability) that Formula E brings with it?
J: Staying humble is the number one rule for me. Everyone can do a better job every day. Yes, we fly cars around the world, and this is by far the number one contributor to our footprint. But the one important thing is that we are communicating it actively.
We are working with our logistic partner DHL to develop a more sustainable freight system and consistently try to find new solutions to reduce our footprint. For me, it is a question of being honest and proactive about the things you must improve on. Currently, we might not have the silver bullet, but we working on it.
F: What is an aspect of your three core pillars (Sustainable events, Host City Impact/ Awareness) of sustainability that you want to achieve in the next 3-5 years?
J: There will be exciting announcements in the coming months. Some important trends are going on around the world right now. They indicate that all of us must cut down on emissions. Cutting our emissions is something that we are working hard to align on with climate science.
On the other side, we want to focus on social inclusivity. It is great to think about the impact on the planet, but you also need to care about the people because they are the ones that ultimately will realize the change.
