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.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
