How do you make your event marketing strategy sustainable and socially responsible?

1 Choose a green venue

One of the first steps to make your event marketing strategy sustainable and socially responsible is to choose a venue that has a low environmental impact and supports social causes. Look for venues that have green certifications, use renewable energy, recycle and compost waste, offer organic and local food, and donate to charities. You can also ask the venue about their policies on accessibility, diversity, and inclusion, and how they treat their staff and suppliers. By choosing a green venue, you can reduce your event's carbon footprint, save money on energy and waste management, and align your brand with a positive social image.

2 Incorporate sustainability into your event design

Another way to make your event marketing strategy sustainable and socially responsible is to incorporate sustainability into your event design and execution. This means using eco-friendly materials, products, and services for your decorations, signage, giveaways, catering, and entertainment. For example, you can use recycled paper, biodegradable packaging, reusable cups and plates, plant-based or vegan food, and local or fair-trade vendors. You can also avoid single-use items, plastic, and excess packaging, and opt for digital or paperless solutions for your invitations, tickets, programs, and surveys. By incorporating sustainability into your event design, you can minimize your event's waste, support ethical and environmental practices, and impress your attendees with your creativity and innovation.

3 Communicate your sustainability goals and actions

A third way to make your event marketing strategy sustainable and socially responsible is to communicate your sustainability goals and actions to your audience, sponsors, partners, and stakeholders. This means sharing your vision, values, and objectives for making your event more sustainable and socially responsible, and highlighting the benefits and impacts of your actions. You can also invite feedback, suggestions, and participation from your audience, sponsors, partners, and stakeholders, and showcase their contributions and achievements. For example, you can use social media, blogs, newsletters, podcasts, or videos to share your stories, testimonials, statistics, or awards related to your event's sustainability and social responsibility. By communicating your sustainability goals and actions, you can increase your brand awareness, credibility, and loyalty, and inspire others to join your cause.

4 Measure and improve your sustainability performance

A fourth way to make your event marketing strategy sustainable and socially responsible is to measure and improve your sustainability performance. This means setting clear and realistic targets, indicators, and metrics for your event's sustainability and social responsibility, and collecting and analyzing data before, during, and after your event. You can also use tools, frameworks, or standards to help you assess and report your performance, such as the ISO 20121, the Event Sustainability Management System, or the Global Reporting Initiative. By measuring and improving your sustainability performance, you can identify your strengths and weaknesses, track your progress and results, and demonstrate your accountability and transparency.

5 Celebrate and reward your sustainability efforts

A fifth way to make your event marketing strategy sustainable and socially responsible is to celebrate and reward your sustainability efforts. This means acknowledging and appreciating the efforts and achievements of your team, your audience, your sponsors, your partners, and your stakeholders in making your event more sustainable and socially responsible. You can also use incentives, recognition, or rewards to motivate and encourage them to continue or increase their efforts. For example, you can offer discounts, vouchers, certificates, badges, or prizes to those who participate in your sustainability initiatives, such as recycling, donating, volunteering, or taking public transport. By celebrating and rewarding your sustainability efforts, you can create a positive and fun atmosphere, build trust and rapport, and foster a culture of sustainability and social responsibility.

6 Learn from your experience and best practices

A sixth way to make your event marketing strategy sustainable and socially responsible is to learn from your experience and best practices. This means reflecting on your event's sustainability and social responsibility outcomes, challenges, and opportunities, and seeking feedback, insights, and advice from your team, your audience, your sponsors, your partners, and your stakeholders. You can also research and benchmark your performance against other events or organizations that have achieved excellence in sustainability and social responsibility. By learning from your experience and best practices, you can improve your skills and knowledge, identify areas for improvement, and discover new ideas and solutions for your future events.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?