Artistry of brand activations in the age of sustainability

This post is sponsored by INX.

The Paris Olympics didn’t just break records – it broke new ground in sustainability, with the aim to cut carbon emissions by 50%. This game-changing approach to events reflects a global trend, and hubs such as Singapore are jumping on board.

With government initiatives such as the Green Plan 2030 pushing for carbon reduction, energy efficiency, and more green spaces, companies are adopting more sustainable business and marketing strategies. Consumers are also making their preferences clear. According to studies, 34% of Millennials and Gen Z are willing to pay more for sustainable products.

But here’s the real challenge: How can brands create memorable experiences while staying sustainable?

Turning waste into wonder.

The answer lies in embracing the three Rs – reduce, reuse, and recycle. Not just as a mantra, but as the backbone of sustainable brand activations that wow audiences. Here’s how they come to life.

Reduce: It starts with being mindful about resource consumption. For example, choosing local suppliers and eco-friendly transport options means fewer emissions from long-haul shipping or travel. Even the smallest details such as swapping out disposable cutlery and glassware for reusable alternatives can make a big difference in keeping waste at bay.

Reuse: Forget single-use set-ups. Stages and stands can easily be assembled, disassembled and reused with modular event set-ups. By simply adding sticker branding to these structures, the overall event remains visually exciting and can be repurposed for future activations.

Recycle: At the end of the activation, it’s all about choosing materials that can easily be broken down and repurposed such as cardboard signage, recyclable plastics and biodegradable giveaways.

“When done right, the three Rs do not just minimise impact, they elevate the entire event experience,” says Gary Neo, senior account director at INX. “We’ve integrated sustainability into every stage of event planning, ensuring that green practices aren’t just an afterthought, but are a part of the DNA of each activation.”

Real-world proof: brand activations that captivate without compromising

Some of the most exciting brand activations in Singapore show that sustainable events don’t have to be boring.

Take Heveya’s experience showroom pop-up at TANGS for World Sleep Day 2023. Known for its sustainable sleep products, Heveya extended its eco-conscious outlook to the design of the pop-up event. Instead of relying on disposable plastics and foam, INX incorporated wooden textures and natural materials to the booth to create a natural ambiance.

Many of the props were repurposed from Heveya’s showrooms and sleeping pods, reducing the need to buy new decor. To further reduce the environmental impact, energy-efficient lighting illuminated the booth and signage, ensuring the space stayed bright at night without unnecessary power consumption.

Similarly, foodpanda’s Pandatour 3.0 exemplified how adopting a circular economy approach can reduce the environmental impact. The brand activation, held across various malls in Singapore, reused materials from its first event to minimise waste. INX used modular structures instead of single-use materials, and applied branding that could be reused in future activations.

Caravans and sampling carts were used as booths and stations, doubling up as storage areas when moving locations, saving on logistic transportation. It also allowed the activation to travel between locations, reaching more people without the need for large installations or complex event set-ups, which typically require more resources while generating higher levels of waste.

The future of sustainable brand activations.

Just as the Paris Olympics showed, sustainability in events is not just a fleeting trend, but the way forward.

Experienced brand activation agencies such as INX are leading the change with innovative, eco-friendly approaches, from repurposing materials to embracing local solutions that reduce the environmental impact. And the best news is these practices not only lower the carbon footprint, but make events more memorable, and aligned with what consumers care about today.

For marketers wondering how their next brand activation can leave a lasting impression with a lighter footprint, INX offers a clear path forward backed by the Singapore MICE Sustainability Certification.

The only question left is: Are you ready to take the leap?