How and why did you become an expert in sustainability in the marketing industry?
I was producing an event a couple years ago at an international soccer match and noticed that in a sea of solid waste trash bins there was one lone recycle bin. It was being filled with all kinds of food, condiments, and other non-recyclable trash. At that moment I realized something had to change. Our event culture is highly disposable, creating large amounts of waste and pollution. Not only do we need an increase in capacity of recycling, cleaner mobile energy options, and non-toxic asset and collateral fabrication, but these practices need to be implemented correctly.
What are some current trends that you are seeing at events?
You’re seeing more recycle bins and clean power popping up, but these programs are not fully integrated and only scratch the surface. We must take a look at an events total impact on the environment and surrounding community to fully understand the necessary measures needed to execute a more responsible event.
What other things can brands do?
There are numerous opportunities for brands to have access to and interact with consumers. On-site interactive sustainable workshops, “Get caught recycling” programs, and other fun and educational activities are great ways to engage consumers. It’s important to know that whatever effort is developed, it’s credible and syncs up with a brands long-term consumer relationship strategies.
How do we raise the standards?
It all goes back to being accountable to the data, negative or positive, that our efforts generate. And credibility. Brands sustainable efforts need to be idealistic in nature.
Are brands and event properties equally responsible?
Equally responsible but their efforts shouldn’t be mutually exclusive. There are a lot of areas to cover; waste, energy, climate, materials, social, community amongst others. Reducing an events negative environmental impact is always a collaborative effort.
Is there an incremental cost?
There is a misconception that “greening” your event comes with additional cost, when in reality it can actually help you reduce costs and even provide additional revenue streams. Adding clean energy sources like bio-diesel and recycling and carbon offsetting programs can cut costs and enhance community and sponsor involvement. Furthermore, the story and value of an event actually being restorative to the environment as opposed to damaging it is invaluable.
What are pitfalls you see with attempting to add sustainable practices into events?
Really it’s doing it right and taking a comprehensive approach. Placing recycle bins without adequate signage and oversight and using recycled materials to print collateral but with petroleum based inks that contain harmful heavy metals aren’t really getting the job done. The sustainability 101 approach is not a long-term solution.
What’s the biggest challenge to pushing these initiatives forward?
I think the biggest challenges are knowledge, availability, and technology. What truly are the most sustainable and responsible solutions? Just as consumers need to weed through the diluted mass of all the instantly green brands out there, we have to do the same to make sure we’re putting forth the most credible option. And technology has come a long way but still have to be savvy with the certain restraints we’re working with. For example, solar stages are great but they have to be setup days in advance to charge. This will work for larger concerts but can be challenging for sponsor activations and other short-term environments.
How will you help educate brands on changing the way they plan budget and implement consumer events?
Brands need a resource they can turn to for comprehensive education and implementation strategies. The best way we can help educate brands is being educated ourselves. Understanding the environmental and social impacts associated with consumer events and being able to communicate that reality with applicable solutions is the key.