Beyond Recycling: Environmental Sustainability in Experiential Marketing is an article written by ASV Experiential.
As we look to the future of experiential marketing trends, integrating sustainability into exhibit design and the overall visitor experience is emerging as a focal point. This shift is driven not only by pioneering companies like Patagonia and Apple, whose sustainable practices are industry benchmarks, but also by the growing demand from consumers for environmentally responsible actions. Inspired by the values of their favorite brands, these consumers are increasingly feeling responsible for their environmental impact, adopting greener habits, and seeking out brands that embody those same values.
This shift is evident in the events industry, with more events powered by renewable energy sources like wind and solar, reducing reliance on fossil fuels. adoption of electric vehicles Carbon emissions are significantly reduced and sustainable construction practices that emphasize eco-friendly materials, such as recycled content and reusable structures, contribute to the sustainability of stages and booths. Some brands use sustainable materials like cork and bamboo to preserve biodiversity and opt for biodegradable packaging options to minimize waste. Additionally, sustainable food consumption at events encouraged by local sourcing and plant-based options is often complemented by effective waste minimization strategies like comprehensive recycling and composting programs.
These new trends mark a significant step towards change in an industry historically associated with significant waste production. A 2022 report found that the typical B2B event attendee generates approximately 3.5 pounds of excess waste, Nearly half of this amount is sent to landfills. These figures highlight the vast opportunities for improving sustainability practices within the sector.
The path to eco-friendly events and sustainable exhibition stands
As sustainable business behavior becomes more the norm, a McKinsey study reveals that nearly eight out of ten Consumers are favoring brands that practice sustainability. As this consumer preference grows, the event planning industry is poised to adapt and deeply integrate these eco-friendly values into its practices, reflecting a strong commitment to environmental stewardship. Adopting the following strategies can make the transition to sustainability both manageable and beneficial.
Adopt education
The first step toward integrating sustainability into event planning is education. Familiarize yourself with the latest sustainability practices, especially how they apply to exhibit design and production. Knowledge of these practices is essential to creating events that not only captivate but also retain.
A budget focused on sustainability
Adopting sustainable practices often means using environmentally friendly raw materials such as bamboo, recycled metals and plastics, FCS-certified wood, and biodegradable materials, which can come with a higher price tag. It’s essential to anticipate these increased costs and factor them into your event budgets up front. This foresight ensures that your commitment to sustainability is financially viable and strategically planned.
Extend your calendar
Sustainability requires a more thoughtful approach, in part due to the more limited availability of sustainable materials, which often extends the planning time for an event. While the typical preparation time is 4-6 weeks, transitioning to sustainable methods can extend that time to 8-12 weeks. Proper planning and time management are essential to adapt to this change without compromising the success of the event.
Communication is the key
It’s essential to communicate clearly and upfront with your leadership about the implications of integrating sustainability into your marketing events. Discuss potential impacts on time and budget early in the process. This transparency helps set realistic expectations and gain the necessary support.
Partner with experts
Look for manufacturers and partners with proven track records and programs in place for green initiatives. Their expertise and experience can be invaluable in helping you navigate the complexities of planning sustainable events. Partnering with the right experts not only simplifies the process, but also ensures that your events meet the highest standards of environmental responsibility.
Sustainable Innovations in Fast Food: Wendy’s Leads the Way
In 2019, Wendy’s marketing team took a new approach, moving away from one-off, wasteful event activations to a model of sustainability and efficiency. This shift is underpinned by a strong commitment to the “build it once” philosophy.
The concept was both simple and revolutionary: create modular, reconfigurable components for product and brand events designed for repeated use, adaptation, and reinvention. This approach led to the creation of versatile, building block-like structures that could be assembled in various configurations to deliver new consumer experiences at each event.
This strategy has allowed Wendy’s to significantly reduce its environmental footprint while reducing the costs of planning and executing events in the long term. Despite initial challenges, such as sourcing sustainable materials and maintaining high quality standards, Wendy’s and its partners overcame these obstacles. The result? Over the past five years, they’ve rolled out more than a dozen successful activations using these innovative, sustainable components.
Wendy’s example demonstrates that taking steps toward sustainability in event planning and execution is not only possible, it’s also cost-effective in the long run. By staying on top of sustainability trends, budgeting and planning intentionally, and keeping the lines of communication open, you can lead the charge in sustainable event marketing and set an entirely new trajectory for your business.
Sammy Bliss is the vice president of customer services at ASV Experientialan event and experiential marketing company based in Torrance, California. ASV is a full-service provider specializing in creating immersive live marketing experiences for B2B and B2C brands.