Event Marketer Spring 2022 - 34

e
IDEAS
GREENER PASTURES
10 sustainability ideas to implement in 2022
And marketers agree it's time to be more
prudent about those freebies. That was
the sentiment last summer when we spoke
to Jackie Burke, senior director-national
accounts marketing off-premise at Constellation
Brands: " We're buying sustainable
swag, focusing less on that leave-behind. If
it's not something that we think someone
really wants or is going to use, we're just not
going to do it. "
Partnering with sustainability-focused
vendors is a good place to start. Ethical
Swag, for instance, is a Certified B Corporation
that offers customized sustainable
goods sourced from suppliers that have
passed strict environmental impact audits.
The organization focuses on products that
are organic, recycled and/or biodegradable,
and minimizing its carbon footprint when
it comes to shipping.
WE TEND TO THINK of event sustainability
in terms of large, sweeping efforts
that require big budgets and run the risk
of disrupting the attendee experience. But
there are smaller eco-friendly tweaks to
be made that have the potential to add
up to big change-all while upholding, or
even enhancing, the experience. And the
growing number of attendees who not only
accept, but embrace, thoughtful, eco-driven
event modifications are making the
process that much smoother. So we broke
down a mix of 10 b-to-b and b-to-c sustainability
ideas to implement at your next
event. Get your mood board handy: your
tutorial begins now.
1. REDUCE WATER WASTE
Water waste, not to be confused with waste
water, is a big offender at events, particularly
meetings and conferences. The resource
is often squandered through the use of
filled ice buckets, pre-filled water glasses at
meals, single-use water bottles and menus
that are heavy on meat (more on that in a
moment). Try keeping ice buckets chilled,
34
EVENT MARKETER SPRING 2022
rather than packing them with ice, and
waiting until attendees arrive before pouring
water to avoid filling unneeded glasses.
Also think about distributing branded,
reusable water bottles, complemented by
ample water refill stations, to ensure that
attendees have ample access to water-but
aren't wasting it. Finally, look for venues
that offer infrastructure efficiencies, like
low-flow toilets and sink faucets, which can
result in significant conservation.
2. PROVIDE ECO-FRIENDLY SWAG
3. EMPLOY CONSCIOUS CONSUMPTION
Conscious consumption entails
being mindful about all elements
of the food consumption
process at an event. There's
currently a significant
focus on serving plantbased
foods, which
have taken the world by
storm, but are more than
a dietary trend-they're a
means of reducing an event's
carbon footprint. Meat, particularly beef,
and animal byproducts, are substantial
contributors to greenhouse gas emissions.
They also require significantly more water
to produce. For instance, Impossible
Foods' research shows that the production
process for its plant-based burgers
requires 87 percent less water than that of
a beef-based burger. Plus, according to the
National Restaurant Association's " What's
Hot: 2022 Culinary Forecast, " plant-based
proteins, streamlined menus (read: fewer
meal options) and zero-waste culinary
practices like composting and upcycling,
are leading culinary trends across
the
We've all seen a trade show floor or festival
footprint littered with deserted brand
swag that ultimately ends up in a landfill.
board. And remember: if you've got a
grab-and-go F&B strategy at your event,
meals should be packaged in sustainable
containers.
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Event Marketer Spring 2022

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