Text by Tiago Favaro, CEO of the Feel Alive Co. group.
It’s no secret that ESG (Environmental, Social and Governance) strategies are transforming digital marketing in the entertainment and events sector. The 2020 pandemic forced the sector to adapt quickly, and the in-person recovery has brought a new focus on digital strategies, sustainability and social responsibility.
The integration of ESG into digital marketing is not just a trend, but a growing demand from consumers, especially the 5.0 consumer. Concern for environmental and social issues has evolved from a simple one-off delivery to a strategic priority. It is essential that we use the strength of brands to make a difference to the consumer audience. In addition, it is essential to raise awareness among stakeholders and actively integrate them.
According to the Ancham report (Panorama ESG Brasil 2023), around 82% of executives believe that CEOs should actively address the ESG agenda and the main drivers of this leadership include improving brand reputation. Which, naturally, includes branding strategies. Fortunately, large companies are already adapting to the new digital marketing scenario, increasing their investments in social media, using data and analytics to better understand consumer behavior and automating marketing processes.
I say that marketing automation is transforming the entertainment industry, bringing innovative solutions and improving digital accessibility. Major festivals such as Rock In Rio, The Town and Lollapalooza increasingly rely on technological strategies for – for example – ticket sales, advertising and implementing ESG practices.
Some practices that have been gaining a lot of attention in recent months are:
Technologies for reducing emissions:
- Use of applications and digital platforms to replace printed materials.
- Implementation of structures powered by renewable sources, such as solar and wind, to reduce carbon emissions.
- Use of monitoring technologies to optimize energy consumption during events.
Social inclusion and diversity:
- Promotion of inclusive and accessible events for all people, regardless of their physical abilities or socioeconomic conditions.
- Hiring diverse teams
- Implementation of policies and practices that ensure equal opportunities for all event participants and collaborators.
Environmental sustainability:
- Reduction in the use of disposable plastics, encouraging the use of biodegradable and recyclable materials.
- Implementation of recycling and selective collection programs during events.
- Minimizing food waste and promoting sustainable eating practices, such as using organic and locally sourced ingredients.
- Offsetting the event’s carbon emissions through reforestation projects or investments in renewable energy.
Responsible waste management:
- Implementation of strategies to reduce, reuse and recycle waste generated during the event.
- Partnerships with local companies and organizations to ensure the proper disposal of waste, avoiding environmental pollution.
Community engagement and awareness:
- Carrying out educational campaigns and awareness-raising activities on environmental and social issues.
- Promotion of volunteer initiatives that involve the local community in organizing and carrying out the event.
- Encouraging the active participation of event participants and stakeholders in sustainability and social responsibility actions.
Unlike 10 to 15 years ago, when consumers only paid for the product, today the strategy is to offer a complete experience. A presence on social media and engagement with the brand are essential. Influencer marketing is increasingly strong in the market in this regard. With the use of technology, event producers and organizers can now offer personalized and inclusive experiences to a wider audience and break out of their niche.
It is notable that brands are abandoning empty speeches in favor of more concrete initiatives. This change is not only an adaptation to trends, of which there are many, but a response to the needs of an increasingly demanding audience, in search of connection and meaning.
*Capa photo: iStock
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