Sustainability In Experiential Marketing: The Upsurge Of Eco-friendly Events & Activations
In the pulsating landscape of experiential marketing in India, an evolution is underway, marked by a collective shift towards sustainability and eco-conscious initiatives. As brands increasingly recognise the need to align their values with consumer expectations, the integration of eco-friendly events and activations has emerged as a pivotal strategy. This intersection of experiential marketing and sustainability not only reflects a commitment to creating impactful brand experiences but also signifies a profound acknowledgement of environmental responsibility. Against the backdrop of a rapidly evolving market, the resonance of eco-friendly initiatives in India's experiential marketing scene is a testament to the transformative power of brands seeking to forge meaningful connections while treading lightly on the planet.
Everything Experiential spoke to brands about how they are weaving the aspect of eco-friendliness in events and activations, which assists in maintaining sustainability in experiential marketing.
According to Rajat Abbi, VP – Global Marketing & CMO, Schneider Electric India, “Eco-friendly events and activations serve as a powerful tool for promoting environmentally responsible practices and brand values among customers. At Schneider Electric, we view eco-friendly events and activations as a cornerstone of our holistic sustainability strategy. By integrating energy-efficient solutions, circular economy principles, and sustainability practices into our experiential marketing endeavours, we actively champion a comprehensive approach to environmental stewardship among the masses. Through these initiatives, we not only demonstrate our unwavering commitment to reducing our carbon footprint but also aim to inspire a wider audience to embrace sustainable practices. It is also aligned with our Green Yodha initiative, wherein we aim to create climate warriors for the planet.
This year, during Elecrama 2023, the flagship showcase of the Indian Electrical Industry ecosystem and the largest standalone show in the electrical and allied equipment industry, we showcased energy-generating tiles at our Green Yodha Zone. These unique tiles generated and stored green energy every time someone jumped on them. For every 30 seconds that a person jumped on those tiles, it generated 2.5J of energy, which was then used to charge our Luminous batteries.”
“By harnessing the power of experiential marketing, we pave the way for a future where sustainability is not just a choice but a fundamental aspect of all business operations, reflecting our vision for a greener and more resilient world,” he asserts.
Harmeet Singh - VP, Marketing, Product, & Digital, The Body Shop Asia South shares, “Our commitment to environmental stewardship extends seamlessly into the experiences we curate, where we prioritise eco-conscious and sustainable practices. From utilising recyclable materials to interactive educational experiences at our stores, we try to engage, educate, and inspire our customers. Across our 200 physical retail outlets in 75 cities, our commitment to sustainability is woven into every aspect of the customer experience, especially at our unique ‘Activist Workshop stores’.
At these stores, we have separate 'Gifting stations' offering a diverse array of sustainable and vegan gifts, including personalised sets. Furthermore, The Body Butter tower indulges customers with options like British Rose, Mango, Avocado, Shea, Hemp, Almond, and more.”
She goes on, “In our Activist Workshop stores, sustainable store fixtures integrate unique pieces crafted from reclaimed wood and recycled plastics, reflecting our dedication to a planet-friendly ethos. Embracing sustainability, our Return, Recycle, Repeat (RRR) concept at these stores provides a seamless avenue for customers to recycle the products packaging, thus encouraging them to be part of the positive change we want to bring in.”
Water Kingdom recently released its Diwali campaign, inviting families to celebrate the festival in an eco-friendly way, ensuring they experience the pure joy of the season while making a difference for our planet. Paresh Mishra, President Business Development, Vyoman Infraproject brings out, “By adopting sustainable practices such as using solar energy, utilising low-energy LED lighting, and implementing recycling programs, brands can significantly reduce their carbon footprint. Eco-friendly events utilise eco-friendly and organic materials, promote fair trade practices, and minimise the use of single-use plastics or non-recyclable materials. By supporting sustainable supply chains, experiential marketing events can encourage responsible consumption and reduce resource depletion. These events and activations contribute to a more sustainable future by implementing strategies to minimise water usage, such as using water-efficient fixtures and systems, implementing recycling programs, composting, and encouraging attendees to adopt sustainable behaviours.”
He reiterates, “Moreover, eco-friendly events provide an excellent platform to educate and raise awareness about sustainability issues by offering interactive exhibits, workshops, or presentations that inform attendees about the importance of sustainable practices and how they can adopt them in their daily lives. These events often involve collaboration with local communities, environmental organisations, and sustainability-focused businesses leveraging shared expertise and resources, leading to innovative solutions and a broader reach. By integrating sustainable practices, organisations not only fulfil their environmental responsibilities but also enhance their brand reputation and connect with audiences who increasingly prioritise sustainable consumption.”
In summation, in the heart of India's marketing landscape, the embrace of eco-friendly events and activations not only underscores the transformative power of experiential marketing but also heralds a sustainable future where brands redefine success by leaving a positive impact on both consumers and the environment. It's a harmonious blend of innovation, conscious consumerism, and brand responsibility, signalling a promising era where sustainability becomes synonymous with the essence of Indian brands.
