Trend 4
Sustainability and inclusivity as amplifiers
Genuine eco-friendly and inclusive practices attract like-minded customers and it's a win-win for your brand, the people, and the planet.
Mere talk won't cut it – it's time for action! Figuring out how to make an event truly sustainable and accessible is on every marketer’s to-do list. Although it may seem overwhelming, a robust plan with key priorities, and creativity, will help reach this goal – and spark a connection with the audience.
Event produced by the Experience Studio, Amex GBT Meeting & Events.
Sustainability starts on day 1 of event ideation.
For marketing leaders, it extends beyond achieving measurable goals, involving awareness communication of brand values and the cultivation of positive, engaging brand experiences. These considerations are typically factored in during the brainstorming phase. Starting with the choice of destinations that yield a lower carbon footprint for travelers, venues that are certified, accessible for all, plus prioritizing eco-friendly practices such as waste management, or potentially opting for dividing an event into smaller or regional hubs.
It is easy being green – if we get creative.
We all get stuck in a rut sometimes, falling back on things that have worked in the past. Marketers are conscious that the shift to sustainable and inclusive events is also an opportunity for true outside-of-the-box thinking, harnessing a fresh supplier ecosystem. Some questions to consider: are there innovative ways to reuse materials? Are you considering your diverse staffing, emcee, or speaker line up? What about offsite activities that people can walk or bike to? Are you taking advantage of technology to replace printed materials and avoid disposables? What about kinetic dancefloors that generate energy and static bikes that make smoothies?
Food and beverage is one of the hot conversation topics at events too: healthier and less carbon intensive menus, and local, seasonal options are avenues worth exploring. Minimizing food waste is crucial and can be achieved through accurate planning. Partnering with local food waste management organizations that distribute leftover food to those in need is a must.
Sustainability is more than a trend, it's a responsibility.
Marketers are finding it crucial to measure the carbon impact of their events by using technology that provides quality carbon emissions and Diversity, Equity and Inclusion (DE&I) metrics, creating a benchmark to improve future events against and compensating for unavoidable emissions. By communicating achievements and data to your stakeholders, you demonstrate your brand's commitment to sustainability, ultimately enhancing the success of your events.
Experts say:
“When we make events sustainable, they not only inspire and invigorate, they also drive home a company's purpose. Communicating your event sustainability initiatives is critical to make sure attendees are aware of your commitment and feel part of something good.”
Milton Rivera, Global VP, Event Services and Venue Sourcing, Meetings & Events
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