Nadara | Odra Energy: Regenerative Marketing Project for Salento Community
Overview
Empowering communities to co-design regenerative initiatives that harmonize large-scale energy projects with local cultural, social, and economic values.
Background
Nadara launched Odra Energy, 1,095 MW floating offshore wind farm off the coast of Salento. To ensure the project delivers not only energy but also positive impact for the local area, Nadara engaged BIP and the Regenerative Marketing Institute to carry out a Community Listening process aimed at ideantifying local needs and co-designing regenerative initiatives aligned with community values.
Challenge
How can a large-scale energy infrastructure project be harmonised with the cultural, social and economic fabric of a sensitive and identity-rich region like Salento? The key challenge was to build trust with local communities, uncover real needs, and translate them into collaborative, high-impact initiatives that could generate shared environmental, cultural, and economic value.
Approach
Using the Regenerative Marketing methodology, we conducted community-listening and stakeholder engagement activities to design community compensation projects for several Italian communities in Salento impacted by the construction of the Odra offshore wind farm.
Main Phases:
1) Community Listening Activities
• Mapping regeneration needs through:
- Engaging key community stakeholders and conducting targeted interviews;
- Organizing thematic workshops tailored to the stakeholder categories involved.
• Collecting and analyzing feedback from the broader population.
2) Common Needs Assessment
• Identifying and clustering regenerative needs by macro-category relevant to the community.
Delivery
Results Achieved
This led to the co-creation of two major regenerative initiatives:
• S.E.A. – Social | Energy | Art, enhancing Salento’s cultural and creative ecosystem through digital platforms, capacity building, and social inclusion;
• Wind of +Change, designed to attract innovative sustainable start-ups, create Renewable Energy Communities, and develop new local skills.
3.457
Questionnaires analyzed
40
Community leaders interviewed
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