Wellness and sustainability efforts at events aren’t new, but marketers are working to make them stronger, says Paulina Pikarska-Reveille of agency Mas.
It’s time to roll up your yoga mat and donate your scented diffuser.
As experiential programming moves into 2024, event producers can design programs that prioritize participant well-being and sustainability while making a lasting impact on local communities. Beyond basic stretches and snacks, events can create wellness experiences that nourish the body, bring communities together, and leave a positive footprint on the planet.
1. Sharper sessions and less screen time
Gone are the days of cramming 10 informational sessions into one marathon day. B2B events should prioritize mental health by creating a well-rounded agenda. Information overload clouds the eyes, tires the brain, and leads participants to look for an escape route.
Shorter, more focused presentations with interactive elements increase attendee interest. Consider a Ted Talk-style presentation or panel discussion that encourages audience participation.
Because let’s face it, staring at a screen all day can be draining. A “digital detox” period encourages participants to put away their devices and focus on real-life interactions and themselves, making them more involved. At Imex America, for example, the “Be Well Lounge” offers guided meditation breaks and serves as a welcome respite from the hustle and bustle for participants.
2. Healthy and environmentally friendly food and drinks
As we become more conscious about our food choices, we are expected to incorporate creative and timeless vegan and vegetarian options. Organizers can partner with eco-friendly caterers to provide locally sourced, organic options that are good for both the planet and your gut, leaving attendees feeling energized.
Forget about nap-inducing carb-heavy pastries and sugar-crushed cookies. Keep your cognitive gears turning by switching to brain-boosting snacks like nuts, berries, and dark chocolate. Additionally, hydration stations with infused water and herbal teas will help attendees stay hydrated. Place these hydration stations strategically throughout your floor plan to help attendees remember to stay hydrated and refuel while staying focused on your content.
Serving containers are also important. Single-use plastics have a negative impact on the local environment and the planet, so eco-friendly and compostable options such as bamboo, paper, and plant-based materials are great options. This also provides an educational opportunity for programs and allows organizers to emphasize minimizing the carbon footprint of both participants and events.
For example, in Mas’ recent program Braze Forge 2023, cloud-based software company Braze is making Forge its most environmentally friendly yet, with zero single-use plastics and exclusively reusable serverware. I wanted to make it an event. It was also important to introduce color-coded stations to ensure everything was disposed of properly. Also key was his partnership with Cup Zero, which uses infinitely recyclable thermoplastic to create cups that last him eight to 10 events before being reconstituted. We also used Yeti bottles and Bombas socks as sustainable keepsakes. This is a giveaway that we knew people would want. actually Please use them (if not, you can donate them on-site and useful items will be taken to homeless shelters).
3. Community-driven giving
Event organizers recognize that wellness extends beyond the actual event and individual participants. Want to make a positive and lasting impact on your local community?
By partnering with an eco-catering company that can donate leftover meals to local food banks, you can not only eliminate food waste but also help those in need. If renting furniture isn’t an option, instead of sending your perfectly good furniture and equipment to a warehouse, partner with a donation organization to give these items a second life. This also serves as an educational opportunity for participants, letting them know how they can connect with meals to people in need and organizations with donated supplies.
Another recent mass program, the Google for Education Partner Forum, partnered with local middle schools on behalf of Google to donate school supplies as part of our sustainability efforts. More than 300 items were donated, from backpacks to notebooks to educational equipment to math and science supplies, which resulted in some very happy and grateful students.
Skip quick health fixes and drive more results
By focusing on health and wellness, events not only create a more exhilarating experience for attendees and foster much-needed in-person connections, but also leave a lasting positive impact on the environment and communities . Prioritizing your health has a ripple effect and is a powerful reminder that doing good in business can and should mean doing good for the world.
