Going green is certainly not a new trend for marketers, however, sustainably-produced marketing is now in high-demand. As the environment gets pushed to the foreground of conversations, consumers and brands are starting to consider resources and their carbon footprint for the products they use. Responsible marketers are having the same conversations, especially in the experiential marketing space.
Installations generate buzz and positively impact ROI, but these structures and concepts have a role to play in sustainable marketing. Let’s start with a closer look at what iconic brands like Dove and Dell are doing to communicate their message. We also want to leave you with best practices for partnering with responsible and sustainable vendors.
Dove: Sustainability and Strategy
Dove has long been a thought leader in their honest approach to skincare and its product line. Much like their “real beauty” campaign from a decade ago, the brand is bringing the natural, sustainable message into the mix.
And what better way to grab the spotlight than by combining their message with an eye-catching installation in the heart of Midtown Manhattan? This January, Dove proved that sustainable, responsible design and green marketing efforts pack a big punch.
This activation took the form of a vending machine in New York’s Grand Central Terminal to celebrate its move to 100% recycles plastic bottle packaging across Dove, Dove Men + Care and Body Dove products. People were encouraged to donate a recyclable plastic item in exchange for a free bottle of body wash in the brand’s new packaging. This installation did the impossible. It stopped NYC commuters in their tracks.
The “Proud of What We’re Made Of” installation tied to a larger strategy into Dove’s new sustainability commitment. The move to 100% recycled plastic will reduce its CO2 emissions by 27,265 tons per year. That reduction will result in energy savings enough to charge 3.4 billion smartphones annually, according to the United States Environmental Protection Agency’s (EPA) greenhouse gas equivalencies calculator. This heritage brand and the larger Unilever family of brands demonstrated their core brand principles of adding value without the excess waste.
Dell Dominates at SXSW
Sustainable marketing exists beyond B2C activations: hybrid conferences and festivals set the stage for corporate messaging too. Enter Dell. While it’s no surprise that Dell would make a splash at SXSW, it’s the way they approached this important issue at 2019’s elite tech portion of the global summit. The emphasis of AI, VR and consumer electronics played a prominent role for the tech company, but so did their corporate mission to reduce their carbon footprint.
Dell showcased one of the most powerful installations during last year’s SXSW. An eye-catching photo-op featuring wings made of recycled Dell machine parts called attention to how the brand has been using nearly 100 million pounds of recycled materials since 2012. On the opposite wall was an art piece made with pollution ink (soot from diesel generators in New Delhi) which Dell uses to print on 125,000 boxes per month in India. The brand took the opportunity to educate the SXSW trend-setting audience with its powerful message of waste reduction.
In the end, Dell created an advantage in a crowded space. They led the conversation about the power of a long-term investment in sustainability and corporate responsibility to the environment.
MC²: Sustainable Construction
Vendor partnerships and shared values play an important role in sustainable, green marketing efforts. When brands make it known that responsible design, material sourcing, and construction are central to their core values, that mutual understanding shows in the work and represents a truly authentic message. If you want your business to be known for its environmental consciousness, your choice of vendors and other business connections needs to reflect that priority. Take the time to research the ecological practices of your business partners and the products sold by your suppliers.
MC² prides itself on building sustainable experiences. For almost 15 years, we have transitioned most of our material to EcoFlex to reduce waste and create green, impactful installations. We’ve worked with clients like Canon, Samsung and Otter to promote sustainable marketing efforts in all environments.
MC² is committed to operating and conducting business in an environmentally responsible and sustainable way, adhering to self-imposed standards in the design, production, and delivery of our displays and activations. We introduced EcoFlex™ in 2008 to address the need for sustainable exhibit structure.
EcoFlex™ components are constructed with 65% recycled aluminum in a wide range of sizes and is 100% recyclable. In 2013, we added EcoFlex™ Fabric and then EcoFlex™ Thunder to our inventory of sustainable exhibit components.
To learn more about MC² and its sustainable marketing solutions, contact us today and lets chat.