5 ways to make experiential marketing sustainable

A tactic that has historically put profit over environmental impact will have to be rethought for consumers in the coming decade. Here’s how your team can adjust.

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Consumer environmental awareness has never been higher.

The horrific bush fires in Australia have been linked to climate change, Greta Thunberg is creating waves in the international community, and governments and world leaders face increasing pressure to tackle the global threat.

Though consumers don’t expect perfection from brands when it comes to environmental practices, they clearly want action and increasingly expect organizations to operate in a more sustainable way.

Historically, experiential marketing has been a wasteful approach to marketing, with ROI and profits taking precedence over environmental consciousness. Travel emissions, wasted food and drinks, mass mailings and the residual waste from events all sully the environment.

So, how can organizations and agencies approach sustainability in their experiential marketing campaigns? Consider these five approaches:

1. Assess the impact of experiential marketing. Organizations and agencies should look closely at their events and activations, from strategizing through completion. Focus on things like travel emissions from client meetings and product imports, work with local vendors and suppliers that share your sustainability values, and provide environmentally friendly materials during the event.

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