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Green Guardians: Activation, communication, marketing

The Green Guardians Guide, spearheaded by the Green Events and Innovations Conference (GEI) and IQ Magazine, is a new yearly initiative boosting the profiles of those working at the forefront of sustainability, in the hope that it might also inspire others.

The 2021 list, which originally ran in IQ 103, includes 40 entries across eight categories, highlighting some of the organisations and individuals who are working so tirelessly to reduce the carbon footprint of the live entertainment business.

This year’s winners have been chosen by a judging panel that includes experts from A Greener Festival, Greener Events, Julie’s Bicycle, the Sustainability in Production Alliance, the Sustainable Event Council and the Tour Production Group.

IQ will publish entries across all categories over the coming weeks. The first instalment of the Green Guardians Guide looks at activation, communication and marketing.


Activation, communication and marketing

Atmosfair
Atmosfair is a German non-profit organisation that actively contributes to CO2 mitigation by promoting, developing and financing renewable energies in more than 15 countries. It relies exclusively on voluntary climate payments from private individuals and businesses.

Aiming to decarbonise the world economy, Atmosfair’s software tools and consulting services assist businesses in executing their climate policies, with a particular focus on business travel. The company’s philosophy is to only compensate what can’t be avoided or reduced. This approach constitutes the foundation for all the organisation’s partnerships, ensuring not only climate integrity but also cost efficiency.

Atmosfair cooperates with the travel sector worldwide in order to strengthen climate protection. Among its many partners are tour operators, airlines, airports, travel agencies for leisure/business travel, organisations such as the German Travel Association and the German Business Travel Association, as well as travel media such as guidebooks.

One of its main areas of interest lies in preparing comprehensive CO2 analyses for companies with high numbers of business trips and then providing tailored travel management advice. This not only saves CO2 emissions, but also money – and not least improves employee satisfaction.

Music Declares Emergency has continued to build on that initial demonstration of intent from the music industry and artists

Music Declares Emergency
Now two years since its launch, Music Declares Emergency (MDE) has continued to build on that initial demonstration of intent from the music industry and recording artists to ensure that music plays a pivotal role in responding to the climate emergency and encourages everyone to take an interest in how we make the world a better place for all life.

The organisation’s Turn Up The Volume week around Earth Day 2021 saw a series of major announcements on sustainability from businesses, with Beggars Group and Ninja Tune outlining their paths to becoming net-zero businesses, and Earth Percent, a new charity that will work with the industry to fund climate causes, announcing their launch and board members.

Despite the lockdowns, MDE managed to trial its Bandstand event in Weston-Super-Mare in the UK, with the help of local community and arts groups. This saw local talent join forces with businesses and environmental and community groups in the area for a day of free entertainment and talks, covering everything from local transport issues to beach cleaning, wildlife preservation, and plastics reduction. By using music the community organisers brought together a diverse audience to consider how their community could become more sustainable; the logic of MDE in practice.

As we approach COP26, MDE is working on a major national-scale activation – more on that soon – and it continues to help sister groups launch around the world, putting music at the heart of the campaign for a greener, fairer future for all.

#DrasticOnPlastic saw more than 60 AIF member festival websites ‘wrapped in plastic’ for 24 hours to raise awareness

Drastic on Plastic
Launched by the UK’s Association of Independent Festivals (AIF) in association with RAW Foundation to coincide with Earth Day in 2018, #DrasticOnPlastic saw more than 60 AIF member festival websites ‘wrapped in plastic’ for 24 hours to raise awareness of the devastating effects of single-use plastic.

Website visitors were faced with facts about the extent and impact of everyday plastic use, alongside links to RAW Foundation resources. One of the key messages was to promote re-use as opposed to single-use, and to illustrate the footprint of festivals, with 23,500 tons of waste generated and audiences consuming ten million plastic bottles annually. The campaign attracted global media attention across TV, radio and online, generating over 15m impressions on social media.

Crucially, all participating festivals committed to banning plastic straws onsite in 2018, as a minimum first step, and pledged to eliminate all single-use plastic at their events by 2022, in light of the Covid-19 crisis and festival rescheduled.

Enviral believes that storytelling plays a crucial role in communicating our way out of the climate crisis

Enviral
The world is in a super interesting place right now. People everywhere are stopping and thinking about the impact they are having on the planet. Enviral reports a surge in demand for many of its sustainable clients as people see just how much impact is possible if we all work together. The company contends it is lucky to work with some amazing clients who are at the forefront in the fight for our planet and who are calling for its health to be put at the heart of all recovery business decisions.

As an agency, Enviral has come a long way over the last couple of years. Not only is it Pending B Corps, but it has been working on some really high impact campaigns recently, especially in the run-up to COP26, which includes working with many of the company’s environmental and business heroes. Enviral remains fully committed to pushing boundaries in order to be the best that it can be – from calling out greenwash to turning down clients regularly if they are just looking to tick boxes or get a quick purpose feel-good campaign out the door.

The company believes that storytelling plays a crucial role in communicating our way out of the climate crisis, and Enviral is truly dedicated to championing that.

Seacourt developed LightTouch – a printing technology using no water or harmful chemicals and with instant LED drying

Seacourt
Seacourt’s mission is to create a positive impact on the environment, society and economy through print services and printed communication. The company’s aim is to be the market leader in terms of sustainability and quality, and to help its clients, its client’s clients and its supply chain to become more sustainable. The company’s ethos is to lead by example, living the values and leaving a positive legacy for future generations. Seacourt was amongst the first printers to adopt waterless printing, then pushing the boundaries of print. It went on to develop LightTouch – a pioneering printing technology using no water or harmful chemicals and with instant LED drying.
▶ 100% waterless LED drying offset printing
▶ 100% alcohol and chemical free
▶ VOC free inks
▶ 100% renewable energy
▶ Zero waste to landfill
▶ Net positive (beyond carbon neutral including the entire supply chain)
▶ Four Queens Awards for Sustainable Development
▶ Highest scoring B-Corp printing company in the world
▶ B-Corp “Best for the world” for 2021

Seacourt’s commitment has proved there is a better way to approach printing. The company calls it “planet positive printing”: every time its customers produce a piece of print, it will have a positive impact on society and the environment.

 


GEI is holding its inaugural summer edition on 16 September and will be featuring representatives of a number of this year’s shortlisted Green Guardians. Tickets for the event can still be purchased by clicking here.

Green Guardians: Communication and marketing

The Green Guardians Guide, spearheaded by the Green Events and Innovations Conference and IQ Magazine, is a new yearly initiative highlighting some of the work being done around the world to reduce the carbon footprint of the live entertainment business.

The inaugural list, which originally ran in IQ 90, features 60 entries across ten categories, selected by the Green Guardians committee, which includes representatives from some of the sector’s most respected bodies, such as A Greener FestivalGo GroupGreen Music InitiativeJulie’s Bicycle and Vision:2025.

Following on from last week’s feature on the companies providing eco-friendly alternatives for powering live events, this edition of Green Guardians looks at PR and marketing initiatives helping live events become greener.

 


Activation, communication and marketing

TicketSellers
TicketSellers pushes its sustainability agenda through its Eventree platform. The company builds all of its software in-house allowing it to incorporate new features to help its clients’ events to be greener, as well as engaging their audiences in sustainability initiatives. Its first carbon-balancing tool, for instance, was launched in 2009.

Clients Shambala, Boomtown, Nozstock, Noisily, Just So, Elderflower Fields, and mountain-bike fest GT Bicycles Malverns Classic have all benefited from the goodwill associated with engaging customers with the impact of their travel.

Eventree is TicketSellers’ crew management platform, accrediting tens of thousands of event workers each year. The system captures postcodes for requested vehicle passes and looks to present event organisers with comprehensive carbon footprint analysis for crew travel.

In 2018, the festivals who implemented the Eventree carbon calculator on their ticket page collectively balanced over half a million miles of travel carbon.

Festivals who implemented the Eventree carbon calculator collectively balanced over 0.5m miles of travel carbon

Enviral
Frustrated by the volume of fake environmental claims and greenwashing, Enviral  founder Joss Ford wanted to put great environmental and social brands in the spotlight so that other eco-minded consumers could purchase from them. Essentially, he wanted to create a PR agency that could help green businesses use their force for good, in order to evoke positive behaviour change and ultimately make whole industries better.

Ford advises potential clients to: “Make sure it’s genuine. A disingenuous purpose or greenwashing will only work to damage your brand, so if you’re going to talk the sustainability talk, then your festival better walk the walk.”

He adds:“If you’re looking to genuinely improve green credentials, then getting attendees involved with your initiatives will help them feel like they’re part of this positive change. For example, offer attendees the option to pay a few extra pounds for renewable power at the event. Initiatives such as this will help festival goers feel like they’re contributing to positive change.”

“A disingenuous purpose or greenwashing will only work to damage your brand”

Heartfeldt Foundation
Established by platinum-selling DJ and producer, Sam Feldt, the Heartfeldt Foundation uses its voice to make a positive impact at festivals and events including Coachella, Ultra Music Festival, ADE Green, IMS and A Greener Festival Awards.

Last year, the foundation produced Heartfeldt Neon Jungle, which took place during the Amsterdam Dance Event, with the aim of making it carbon neutral. Visitors to the event were asked about their method of transportation so that the amount of offset required could be calculated. Meanwhile, the venue removed single-use plastics in its food and beverage section, employed a liquid smoke machine as FX instead of C02, served healthy, non-alcoholic drinks, and brought in an entire jungle of plants.

Prior to the pandemic, Heartfeldt was busy with the production of a self-sustainable, pop-up touring concept, designed to positively contribute to the communities it visits, which will be rolled out as soon as touring restarts.

Over 60 UK festivals have committed to eliminating single-use plastic by 2022

Drastic on Plastic
Launched by the UK’s Association of Independent Festivals (AIF) in association with RAW Foundation to coincide with Earth Day in 2018, #DrasticOnPlastic saw more than 60 AIF member festival websites ‘wrapped in plastic’ for 24 hours to raise awareness of the devastating effects of single-use plastic.

Website visitors were faced with facts about the extent and impact of everyday plastic use, alongside links to RAW Foundation resources. One of the key messages was to promote re-use as opposed to single-use, and to illustrate the footprint of festivals, with 23,500 tonnes of waste generated and audiences consuming ten million plastic bottles annually. The campaign attracted global media attention across TV, radio and online, generating over 15m impressions on social media.

Crucially, all participating festivals committed to banning plastic straws on-site in 2018, as a minimum first step, and pledged to eliminate all single-use plastic at their events by 2021 (now 2022 in light of the Covid-19 crisis and festival reschedules).

 


Continue reading this feature in the digital edition of IQ 90, or subscribe to the magazine here


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