Sustainability in Events & Marketing
Events and marketing don’t usually make the list of “most sustainable industries.” But if we can improve, then who can’t? To celebrate Earth Day, here are some ideas to inspire sustainability in your projects - and a photo of one of Memo’s mascots, Lena!
Revisit What Matters to Your Target Audience
Regardless of who your target audience includes, the past year has influenced stakeholder perspectives in one way or another. People are more in-tune with their values and connected to causes that matter most to them. We recommend starting by revisiting what’s important to your target audience to fortify the foundation of your marketing or event strategy. Then, align your vision, priorities, and budget accordingly.
For Events, Keep Hybrid or Virtual in Play
As live events gain momentum after being largely sidelined due to COVID-19, we recommend continuing to incorporate hybrid and virtual options. By offering this option to attendees, not only can you trim part of the carbon footprint by reducing travel, materials, meals, and all elements of an in-person program, you can also reach and engage a broader audience that may otherwise be hindered by location, time, or budget. In-person events can’t be replaced, but presenting options is a win-win for both the environment and turnout. There are more virtual resources now than ever before that can easily and cost-effectively supplement your live production plan.
Go Digital for Information
Avoid burdening people with brochures and information cards. Whether you’re hosting an event or launching a campaign, guide people to a single source to deliver and track an optimal user experience. We recommend using QR codes or short, memorable links to direct your audience to platforms or landing pages where they can find information and content that keeps them interested and engaged. As a bonus, these digital platforms can be updated in real time, anytime, and edited year after year to build on past progress.
Go Multi-Purpose for Materials
From scenic elements to signage, think through designs that can be repurposed for future events or campaigns. There are many options for modular scenic elements that store easily and scale as your production value grows. Consider using materials with QR codes or short links, as mentioned above, instead of printing custom signage time after time.
Instead of investing in cut flowers or other decorative accents with a short life span, consider alternatives, such as potted plants, succulents, herbs, or art that local audience members can take home with them and continue to enjoy.
Swag Strategically
No matter how cool and creative swag is, not everyone wants to take it home. Consider shifting to higher quality/lower quantity, adding a registration data entry that allows people to opt-out of swag, or offering an option to donate to a worthy cause instead of receiving swag. The ideas are endless for how you can create a moment to convey your message without loading up a landfill. Check out this blog post to read more about our approach to story-starting swag.
Reduce Food Waste
This is one of the most obvious, yet not simple, ways to promote sustainability. Have a conversation with your caterer or food partner to see what options will work based on your specific vision. Be open to alternative dishes, like seasonal or locally sourced menus, and presentations.
Keep Sustainability in the Conversation
At the end of each meeting or phase of the planning process, put the question on the agenda, “how can we boost the sustainability of this program or campaign?” One small adjustment can keep momentum going in the right direction and ripple forward into future projects.
Aim for Impact, Not Optics
Companies often get caught up in perception and virtue signaling instead of developing and deploying plans that drive change. Let’s make decisions that we can be proud of behind the scenes too!