Finalists and jury, left to right: Petra Čadež (Atlantic Grupa), Maja Edelbaher Ebert (finalist), Miha Mermal (BTC), dr. Urška Tuškej (FDV), Lucija Karnelutti (project winner), Maja Ambrož (Merkur), Žiga Mekiš Recek (finalist) and Mitja Tuškej (Formitas Grupa)
On October 13th, project Mediana – Rising Future 2021 came to an end with a gala event in Ljubljana.
This marked the successful finish of the first edition of Mediana – Rising Future, a sustainable project under the auspices of Institute Mediana.
The event was centered around announcing the winner of Mediana –Rising Future, while also celebrating the 30th anniversary of Mediana Institute with our partners, media and professors that supported the project.
At Mediana, we recognize the need for greater importance of research, especially in the field of sustainable development and social responsibility.
It is important for us to act sustainable and at the same time demonstrate this externally through good practices.
With that in mind, we formed Mediana – Rising Future, a project that connects young people, successful Slovenian companies, media partners and Mediana as the organizer, mentor and financial donor.
During the project, young researchers used their research plans to find answers to different sustainability challenges facing the partner companies.
In the first year alone, companies AMZS, Big Bang, BTC, Luna TBWA, Mastercard Slovenija, Medex, NLB, Pivka Perutninarstvo, Riko and Spar Slovenija recognized the importance of such projects and joined in. The main media sponsor, Marketing Magazin, the central magazine for advertising, sales and research experts in Slovenia, extensively covered the project for over a year, both in print and online.
Jury at first stage of the contest (Maja Ambrož, Medex, Mitja Tuškej, Formitas Grupa and Dali Bungič, Luna\TBWA) chose three finalists out of all young researchers that prepared their research plans. Maja Edelbaher Ebert (Gea College), Žiga Mekiš Recek (Faculty of Arts, University of Ljubljana) and Lucija Karnelutti (Faculty of Social Sciences, University of Ljubljana) got the opportunity to conduct their research plans with the help of Mediana’s experts and financial investment of Mediana. This made it possible for them to transfer the research theory into practice and at the same time enabling their partner companies to advance their operations in the field of sustainability.
Maja Edelbaher Ebert prepared a research for Big Bang, focusing on proper motivation of consumers to increase purchases of energy efficient white goods. Žiga Mekiš Recek prepared research for Pivka Perutninarstvo on different topics of sustainability, tied to poultry. Last but not least, Lucija Karnelutti prepared a report for Spar Slovenia on efficient and consumer-centric sustainability strategies in FMCG industry.
Mitja Tuškej, strategist and partner in Formitas Group that also served in first stage jury, took to the stage at the event to talk about three large shifts we’re noticing in the world – sustainability, importance of research and influence of Gen Z. He emphasized that besides the students that gained new knowledge, experience and connections, the real winners are also all partner companies that joined the project in its 1st year and recognized the importance of sustainability research and support of youth.
Jury at the second stage, chaired by Miha Mermal (BTC) announced the winner of Mediana Rising Future 2021, Lucija Karnelutti. Lucija did a research for Spar Slovenija on awareness of various sustainability, how consumers value retailer’s efforts and where lie the opportunities for improvement, promotion and increased awareness of retailer’s sustainable activities. Lucija will present the Mediana –Rising Future project together with head of project, Maša Muster and Mediana’s board president, Janja Božič Marolt at the annual WIN conference, held under the title “Reconnecting people and business”.
In addition to being a nice opportunity to socialize, the event was also an opportunity for everyone involved in the project – students, professors, jury and company representatives, to talk about it. We agree that the future for Mediana – Rising Future looks bright and it will create a brighter future for young people, economy and the planet.
