Here’s a scene you know well.
It’s 11:23 PM. The house lights are up. The brand activation you spent six weeks manifesting into existence has ended. Guests are gone. Clients are buzzed on applause and espresso martinis. You step backstage and—bam. You’re met with the brutal aftermath: a graveyard of vinyl, foamcore, single-use scenic, unclaimed swag, and enough discarded lanyards to knit a guilt blanket.
Now multiply that by every event happening this week.
That’s our footprint. And it’s not exactly compostable.
This Earth Day, we’re calling it out. Because “sustainability in events” has become the industry’s favorite humblebrag. But while some are posting photos of moss walls and bamboo serving spoons, we’re asking tougher questions.
Not “How can we make this look green?” But “How do we reengineer the entire experience so it’s rooted in responsibility, not just decoration?”
We’re in the Business of the Temporary. That’s the Problem—and the Opportunity.
Experiential marketing is inherently ephemeral. We design for moments, then move on.
But what if we designed for memory and legacy? What if we stopped treating sustainability like a hurdle and started treating it like a creative constraint—a brief that forces bolder thinking, sharper storytelling, and more beautiful solutions?
Because here’s the truth:
- Sustainability isn’t a trend. It’s a strategy.
- Green isn’t a color palette. It’s a mindset.
- And Earth Day shouldn’t be the only time we talk about it.
Let’s Talk About the Real Offenders
Swag.
Scenic.
Shipping.
Energy usage.
And yes—our own creative egos.
We’ve all fallen in love with the glossy, the oversized, the “let’s just reprint it for every city.” We’re guilty of chasing aesthetic over intention. But those choices—however small—stack up. And fast.
The average three-day event produces over 1,000 pounds of waste per 1,000 attendees, according to MeetGreen. Most of that is avoidable. But it requires rethinking the entire pipeline:
- Design with the end in mind. What happens to this build when it comes down? Is it modular? Reusable? Recyclable? Better yet—beautiful enough to be repurposed or passed on?
- Source smarter. Work with vendors who share your values. Local where possible. Carbon-conscious always.
- Skip the landfill merch. If your swag doesn’t add value to someone’s life—or align with your brand values—it’s just clutter with a logo.
- Prioritize impact over opulence. Flashy doesn’t mean effective. And minimalist doesn’t mean boring. A powerful story, a human touch, and meaningful interaction go further than another oversize Instagrammable object ever could.
The Circular Experience Model: Not Just for Econ Majors
We’re obsessed with rethinking experiential through the lens of a circular economy.
That means:
- Materials with second lives (hello, scenic pieces that get a makeover across multiple tours)
- Energy reduction as a KPI
- Shared asset libraries—because who says a stunning scenic wall can’t have a second act?
- Digital extensions that reduce the need for printed matter while offering richer, more personalized experiences
- Local partnerships that support community-based sourcing, waste diversion, and positive economic impact
And while we’re at it, let’s stop pretending that carbon offsets are the gold star. Offsetting is not a permission slip to pollute—it’s a last resort after you’ve already reduced, rethought, and redesigned.
The Audience Isn’t Just Listening. They’re Holding Receipts.
Today’s consumers—and clients—can smell performative sustainability from a mile away. They’re over the greenwashing and the gimmicks.
What they want?
Radical transparency. Brave accountability. And smart, soul-stirring experiences that don’t compromise ethics for aesthetics.
They want to know:
- Who made this?
- Where did it come from?
- What happens when it’s over?
If you can’t answer that, why are you even building it?
Earth Day Is Every Day—Or It’s Nothing at All
At POP, we’re not perfect. But we are accountable. We’re constantly interrogating our process—asking how we can push the envelope while shrinking the footprint. We believe sustainability isn’t the opposite of creative freedom. It’s the path to more daring, meaningful, and future-proof ideas.
We’re done with half measures and green filters. We’re here for bold reimagination.
So this Earth Day, don’t just light up your logo green. Light a fire under your process.
The planet isn’t a backdrop to your brand moment. It’s the client we ALL serve.
