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Barcelona, March 2026. Greenflix — the European hub for sustainable film production and spin-off of Cultura Impact Lab — was in Barcelona for an intense week at the intersection of European social innovation and global technology, attending the fifth transnational event of DO Impact and gaining direct access to the Mobile World Congress, the world’s largest connectivity and technology event. The participation reflects the broader mission shared across the Cultura Impact Lab ecosystem: staying at the frontier of European digital and social innovation, and translating that knowledge into concrete value.
What is the Mobile World Congress?
Organised by the GSMA — the global body representing over 750 mobile operators and 400 companies across the mobile ecosystem — MWC Barcelona is the flagship event of the global technology industry. The 2026 edition brought together over 105,000 attendees from 207 countries and territories, with more than 2,900 exhibitors, sponsors and partners, and over 2,600 journalists and analysts. Now in its 20th year in Barcelona, MWC is not only a showcase for telecommunications and connectivity innovation — it has grown into the defining global forum where AI, digital transformation, sustainability and social inclusion converge at scale.
The 2026 edition was structured around six core themes: Intelligent Infrastructure, ConnectAI, AI 4 Enterprise, AI Nexus, Tech4All and Game Changers. The Tech4All theme and the 4YFN pavilion — MWC’s dedicated space for startups, impact investors and social innovation — reflected a clear shift in the industry’s agenda: technology as a driver of inclusion, sustainability and social good, not just commercial growth. The 4YFN area, operating under the theme “Infinite AI,” explored how responsible and scalable artificial intelligence can unlock new ideas, connect industries and deliver opportunities for a more equitable future.
What is DO Impact?
DO Impact is a European project designed to help social economy organisations and SMEs harness the transformative potential of digital technologies and data-driven approaches. Its mission: bridge the gap between the social sector and the digital world, providing upskilling, strategic tools and cross-border networks to organisations working in the Proximity and Social Economy ecosystem. The fifth transnational event, co-organised by Taula d’entitats del Tercer Sector and Cluster Digital de Catalunya, brought together over 45 European participants alongside representatives from Catalan federations and social organisations — and unfolded across three distinct settings: the DO Impact workshop venue, a dedicated space within the 4YFN MWC pavilion focused on Health and Society, and the Mobile World Capital Foundation booth at MWC itself.
Three Days, Three Key Themes
The programme moved through three core areas. The first day focused on data governance and digital innovation, exploring open data spaces, third sector data infrastructures and the responsible use of AI. A defining insight emerged: social organisations are often “data-rich but insight-poor” — collecting vast amounts of information that remains fragmented and underused. Structured data sharing and interoperability were presented as the foundation of collective intelligence for the sector.
The second day shifted towards applied AI and open data, examining tools such as Retrieval-Augmented Generation (RAG) — which connects AI models to an organisation’s own internal knowledge base — alongside practical case studies from Barcelona’s open data initiatives. A networking session at the MWC on the Catalan health and social innovation ecosystem showed how digital tools are already reshaping social services at scale.
The third and final day centred on data governance and social impact, with a roundtable at the MWC bringing together representatives from All Digital, the Government of Catalonia and Barcelona City Council to discuss collaborative data sharing models between the third sector and public administrations.
Why It Matters for Greenflix — and for Cultura Impact Lab
For Greenflix, the Barcelona week was strategic. As the audiovisual sector accelerates its green transition, the ability to measure environmental impact accurately, manage data responsibly and leverage digital tools for smarter production decisions is both a competitive and ethical imperative. The week reinforced three directions central to Greenflix’s development: building a strong data culture to measure and scale environmental and social impact; applying AI ethically and with environmental awareness; and fostering cross-border systemic collaboration as a multiplier of change.
More broadly, Greenflix’s participation is consistent with the values and working method of Cultura Impact Lab — the consultancy from which it grew. Staying embedded in European networks, engaging with cutting-edge thinking on digital transformation and social innovation, and bringing those insights back into concrete practice: this is how both organisations operate.
A European Conversation Worth Following
The Barcelona event brought together organisations from across the continent — from Catalonia to Latvia, from Turin to Brussels — around a shared question: how can digital tools and data genuinely serve the social good? For Greenflix and Cultura Impact Lab, being part of that conversation is not a goal in itself, but a way of staying sharp, connected and useful.
Want to know more about how Cultura Impact Lab works at the intersection of digital innovation, sustainability and European networks? Get in touch — details in the Contacts section.