packaging and keep designs simple – think Primark with their wrapping‐paper bags! Plan collateral and marcomms tactically to ensure it has multipurpose and longevity, and only sendphysical comms if absolutely necessary, and make it fully recyclable or reusable. With events set toreturn towards the latter half of 2021, why not use locally sourced, sustainable food and drink atyour
well‐considered approach to yourphysical marketing tactics post‐Covid is one to consider reputationally too. That being said, businesses transporting large heavy machinery across Europe for manufacturing andagricultural shows have made sustainable gains by not having to transport goods internationally thepast year. This has impacted environmental sustainability and productivity with staff reducing traveland demos and machinery tours taking place virtually using VR technology. Digital certainly has its role to play and I’ve no doubt we will see the continuation of virtual eventsand comms to ensure it’s as accessible as possible to all. Marketers are getting younger Gen Z, today’s teenagers and those in their early 20s, are starting to enter the workforce and for businesses, this is key. As they join your marketing teams and are trained on the job, they will establish buying power. They are the next generation of UK marketers who can choose to think“sustainability first”. If we’ve learnt one thing from the events of the last year it’s the significant, positive impact our planet can have on us as humans. Gen Z are the future, they are passionate about our planet and they are well positioned to definitively move sustainability higher up the marketing agenda. A brand’s approach to sustainability is quicklymoving up the ranks when it comes to purchasing decisions
next corporate gala dinner or explore how your exhibition waste can be recycled when your exhibition stands is derigged? You could even offset your carbon footprint during your next salesincentive by planting trees for every sale made etc. And it’s a win, win too. From a consumer point ofview, a brand’s approach to sustainability is quickly moving up the ranks when it comes topurchasing decisions and brand loyalty, and so a pragmatic and
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