Eco-Friendly & Impactful: Reimagine Your Marketing Events
(6-minute read)Article summary: Exploring the ways event marketers can lighten the carbon footprint of events and experiential marketing activations for brands while providing memorable experiences. We offer some recent examples of how big brands have done this.
- When we talk about creating sustainable events, we’re talking about events that minimize their environmental impact by choosing eco-friendly venues, transportation, fabrication & materials, food, and waste management. It maximizes social and economic impact when brands and marketers partner and source with local businesses, promoting inclusion, and leaving a positive legacy. Here are some things for event planners and brands to keep top of mind when designing activations.
Reducing waste and using sustainable materials: Brands are increasingly using recycled materials, compostable elements, and local sourcing to reduce the environmental impact of their experiential activations. For example, Heineken used recycled plastic to create a pop-up bar at Coachella, and Patagonia set up a repair station at their retail stores where customers could get their worn-out gear fixed. Two great examples of local sourcing are when Chobani used local ingredients to create a pop-up yogurt bar in New York City, and Ben & Jerry's partnered with local farmers to source ingredients for their ice cream truck tour.
Creating educational experiences: Knowledge is power. Stay informed about sustainability issues and share your knowledge with others. Brands are using experiential marketing to educate consumers about sustainability and the importance of making eco-friendly choices. For example, The Body Shop has created a pop-up experience that teaches consumers about the environmental impact of the beauty industry and how they can make more sustainable choices.
Using technology to reduce emissions: Brands are using technology to reduce the emissions associated with their experiential activations. For example, some brands are using virtual reality (VR) and augmented reality (AR) to create immersive experiences that offset travel. These experiences virtually transport the User to anywhere in a moment and can eliminate the need for physical travel and materials, which can significantly reduce a campaign's carbon footprint.
Another smart example is Samsung using solar panels to power their activation at SXSW. Rodan + Fields provides a live event app so eventgoers can forgo the travel and experience their annual live event streaming online with exclusive access to stakeholders and special guests. Initially developed to expand their events footprint from 14.5k to over 80k with a wildly successful live digital platform. I helped design the initial platform experience. I still think it is a wise alternative to flying people into one location understanding air travel has a heavy carbon footprint.
Measuring and reporting on sustainability: Brands are increasingly measuring the environmental impact of their experiential activations and reporting on their progress. This helps to ensure that they are making a positive impact and that they are accountable to their stakeholders.I have worked on large tech events that have their sustainability expectations rolled right into their KPIs. These reports are tracked year-over-year (YoY) with the expectation that the agency will proactively help them improve their effort and lighten their event's carbon footprint.
Partnering with sustainable organizations: It is difficult to achieve carbon neutrality and/or zero waste on events. Brands are partnering with organizations that are working to address environmental and social issues. This can help to raise awareness of these issues and encourage consumers to take action. For example, Patagonia has partnered with the Surfrider Foundation to clean up beaches and protect oceans. S'well partnered with a carbon offsetting company to neutralize the emissions from their product launch event, and Patagonia plants trees to offset the carbon footprint of their employees' travel.
Brands are working to create zero-waste events by implementing several practices, such as using compostable materials, recycling, and donating leftover food, offering plant-based options, and offsetting carbon emissions. For example, Coca-Cola has committed to making all its events zero-waste by 2030.
These are just a few of the many ways that brands are using experiential marketing to promote sustainability. As consumers become more aware of the environmental impact of their choices, brands that are committed to sustainability are likely to see a positive return on investment.
About the Author
David is a U.S.-based creative marketing executive that defines and delivers DM & XM experiences that capture the moment, breathes life into the brand, connects people, and bridges technology, data, and behavioral economics to go well beyond "If you build it, they will come." He has created live brand experiences for Microsoft, Cisco, T-Mobile, Whirlpool, and the NHL.