MAM
How sustainability trends can drive the future of the event marketing industry
Mumbai: In today’s time, it’s safe to say that environmental consciousness is no longer a trend but a necessity in every aspect of life. Sustainability has become more mainstream than ever before and it is now a defining principle that is shaping the future of the event marketing industry. It is now the need of the hour. In the wake of the COP28 held in Dubai, the spotlight on sustainability has been further intensified for brands and event marketing. This spotlight is evident from the fact that most prominent global events today focus on sustainability and climate change as a primary topic. World governments, global bodies and major businesses are now talking about sustainability as a primary issue. This is evident from themes like climate change and environmental consciousness being one of the primary topics of discussion in the World Economic Forum 2024 event being held at Davos.
Today, as more brands embrace green marketing to appeal to the modern, conscious and discerning consumer, event marketing has become a crucial part of the overall green branding strategy of major corporations. Moreover, since 2022, after the full fledged resurgence of in-person events, critical questions have been raised about the environmental impact of big scale branding events. As concerns over sustainability management, resource sharing, and waste management grow, it becomes vital to explore how sustainability trends can lead the way forward for event marketing.
The evolving sustainability trends in event marketing are driven by a collective understanding that our choices today shall influence the world we leave behind for future generations. Event planners are now taking notice, reimagining traditional methods, and integrating innovative and sustainable alternatives that align with the values of clients, attendees, stakeholders, and global governments in their event management plans. Here’s a closer look at the main principles that are influencing the industry today-
Zero-Waste Events: A New Benchmark
While reducing waste has always been a focus in sustainable event planning, a new benchmark has now emerged – zero-waste events. This ambitious approach aims to minimise waste generation at every phase of an event, from planning to execution and even post-event activities. This heightened commitment to waste reduction reflects the industry’s commitment to ensuring that sustainability is not a mere milestone but a continuous journey for them. Lollapalooza, the world renowned music festival, stands out as a prime example of how major events can champion sustainability and zero waste. With a commitment to minimising its environmental impact, Lollapalooza has implemented various initiatives such as waste reduction, energy efficiency, and eco-friendly practices in its event management and marketing strategies.
Local Sourcing and Technology Integration
The event marketing and management industry is also witnessing a growing trend towards supporting local economies and reducing carbon emissions by sourcing locally produced goods. This eco-conscious approach extends to all aspects of an event, from food and beverage catering to décor and promotional materials. The emphasis on locally sourced materials not only contributes to sustainability but also fosters a sense of community engagement.
The Role of Modern Technology
Modern technology plays a pivotal role in advancing sustainability in event planning. Digital platforms for hosting hybrid and virtual events are powerful tools that allow organisers to engage a global audience without the heavy carbon emissions associated with travel. Comprehensive data analysis tools have also become indispensable for tracking and analysing the environmental impact of events and providing valuable insights for refining future management strategies.
In addition to this, mobile event apps not only enhance attendee experiences but also actively contribute to sustainability by minimising the need for printed materials. From agendas setting options to real-time event information and networking opportunities, these apps offer a multifunctional and eco-friendly alternative to conventional methods.
Other Ways To Incorporate Sustainability In Event Marketing
It is essential to implement small pragmatic steps into event planning practices to successfully incorporate sustainability trends within event marketing.
The foundational step for this involves measuring baseline emissions for assessment purposes to provide insights into areas of event management that require attention. Mitigating the carbon footprint of events, especially those caused by travel, is also crucial. To aid this practice, there are a number of special technological tools that can calculate and offset attendees’ travel emissions. Another key aspect is integrating event suppliers and vendors as part of the strategy to turn sustainability into a collaborative effort.
Financial Benefits of Sustainable Event Marketing
Embracing sustainability for event marketing offers a multitude of business benefits, including enhanced brand reputation, cost savings through eco-friendly practices, and increased customer loyalty. Companies that align their strategies with environmental conservation initiatives are better positioned to thrive in evolving markets and economies where sustainability is a key consideration for consumers and stakeholders alike. This notion is exemplified by a recent study of NTT in which over 44% of companies surveyed reported an increase in profit due to sustainability programs, while 33% saw a reduction in operating costs.
The Future of Sustainable Event Marketing
As the events industry thrives and major brands continue to embrace event marketing as part of their promotional strategies ,the integration of sustainability into event marketing becomes increasingly vital. Sustainability is not just a trend but a strategic move to future-proof the industry.
Today, the event marketing industry stands at a pivotal moment where sustainability trends can drive positive change. Thought leaders, innovative technologies, collaborative efforts, and conscious decision-making on the part of stakeholders and the general public can pave the way for a future where events not only thrive economically but also contribute to the development of a greener world for the greater good.
The author of this article is Branding Edge Strategic Communication and Advisory LLP managing partner Rahul Tekwani.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
