There is one particular area that is often overlooked in terms of climate impact but needs to be reevaluated: corporate events.
While it might seem daunting to attempt to rectify this within the scope of your event, there are simple ways to reduce the negative impact your corporate event is responsible for.
Here are some tips:
- Start with a clear definition of the audience: Who will be there? What are their interests and values? Collecting as much data as possible means you can reduce waste through targeted activations, giveaways, booth design and traffic flow.
- Research the origin and impact of items like booths, displays and giveaways. Today, more than 60% of consumers in the U.S. want businesses to improve societal and environmental issues, according to a 2017 survey of 1,000 Americans by Cone Communications. Companies spend millions of dollars on events that are designed to promote goodwill and increase loyalty, yet I've observed they often procure damaging items that are purchased as an afterthought. Ensure you do your research so you don't show up with products that are detrimental to the environment or were produced through other harmful practices. Otherwise, that harm could be associated with your brand, which can sabotage your branding efforts. Furthermore, focus on quality over quantity. Branded merchandise can end up in landfills. You can set yourself apart and make a powerful impact by prioritizing intentionality and sustainability in your branded merchandise.
- Forsake flimsy bags. Offering custom bags as swag at trade shows enables people to pick up items they don’t need or won’t use because they don’t want to say no to the person offering them a gift. Also, in my experience, many event swag bags commonly used for this purpose are only designed to be used a handful of times—or likely won’t be reused at all. Instead, focus on providing promotional products that are both sustainable and coveted by your target audience.
- Reclaim what you can’t get rid of. Instead of just throwing them away, you can repurpose the promotional products that are left over after an event. Use these gifts as an opportunity to network or give back to existing customers. You might even distribute them to your employees to show your gratitude for their work. Start thinking of unused swag for another sustainable marketing opportunity where you can further express your corporate values.
Prioritizing sustainability in your corporate event is a powerful way to change the game, both for the environment and for your company. It’s a step you can take to show the world your actions are aligned with your values. That’s how you can unleash the full potential of your brand.
Read the full article on Forbes.
