Focus on: Impactful partnerships

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Impactful partnerships

A human-centred approach and experience-led thinking can result in meaningful partnerships that create a lasting, positive impact, says FORMIA...

This year, FORMIA celebrated its 20-year anniversary of curating meaningful moments. Over the past two decades, the company has facilitated exclusive airline and brand collaborations, bringing consciously-designed products to millions of passengers worldwide.

Marisa Pitsch, Chief Customer Experience Officer, joined the team in early 2020 to drive FORMIA’s humancentred approach and experience-led thinking at the heart of its customer experience strategy.

This has led to an increased focus on developing a full 360 integrated approach with FORMIA’s airline customers and brand partners that incorporates mindfulness of the planet through their sustainability strategy, positively impacting communities and providing passengers with thoughtful branded experiences adding value to every touchpoint of their journey.

Purposeful partners

Recently, FORMIA facilitated the partnership between Delta Air Lines and Mexican apparel brand Someone Somewhere, a certified B-corporation, along with natural skincare specialists Grown Alchemist for the airline’s latest amenities program.

Someone Somewhere combines Mexican handcrafts with innovative products, working with artisans across Mexico’s most underprivileged states and using traditional production processes passed down from generations.

Through this bag for Delta, passengers empower communities to thrive. The partnership has already generated jobs for over 250 people in five of Mexico’s most vulnerable states.

Passengers can meet the artisan who created their amenity kit by scanning a QR code on the kit’s label, enabling a real connection with the community and the story behind the kits.

Grown Alchemist shares Delta’s enhanced focus on wellbeing, with each product thoughtfully developed to offer passengers a unique wellness experience as part of the new collection of amenity kits. To support Delta’s pledge to eliminate single-use plastics, FORMIA introduced recycled aluminium tubes.

The result was a collaboration between purposeful partners with shared values. "For FORMIA, it’s these meaningful, responsible collaborations that drive us to continue offering enhanced experiences for airline passengers and leave them with lasting memories and extended connections with the airline and brand long beyond the journey," said Pitsch. formia.com •

The result was a collaboration between purposeful partners