How Experiential Marketing Can Improve Its Carbon Footprint

Practical, measurable steps will help brands wow customers—while protecting the planet

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From Innocent Drinks’ 6,000-plant wildflower garden in London’s Trafalgar Square to Netflix’s neon Stranger Things experience in New York, brands are going big on experiential marketing, post-lockdown.

After the marketing events industry was brought to its knees by Covid-19 in 2020, in-person experiences have well and truly rebounded in the U.S., U.K. and across Europe in the last two years. Brands’ events budgets grew 11.1% to $75.16 billion in 2022, according to the global Experiential Marketing Forecast, with analysts predicting spend will return to pre-pandemic levels in 2024.

But

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