From pop-ups to green installations: Sustainability meets experiential creativity

There is no denying that climate change is a pressing global concern transforming how we interact with the world daily. At a time of unequivocal consumption, sustainability is not just a buzzword but a reality. With consumers increasingly inching towards ethical choices, brands are setting new standards by including eco-conscious principles into their experiential marketing campaigns.

Focused on challenging the norms, brands are pushing the boundaries of creativity and stretching consumers’ imaginations. Now, traditional marketing strategies are giving way to creative, ecological experiences. From upcycled pop ups to the immersive green installations that educate and inspire, are altering the way brands engage with their fans.

Sustainability does not contradict creativity; it creates a new, altered model. This generation of consumers seeks meaningful connections with brands that resonate with their ethics, value system, and digital lifestyle. They are investing in brands and experiences that not only talk the talk but also walk the talk and embody environmental protection.

Experiences that imbibe eco-friendly practices into action, unleashing the mightiest and memorable campaigns. At the intersection of sustainability and experiential marketing lies real-life, interactive experiences which transcend the ordinary and build an emotional bond between a brand and its audience.

Creating engaging experiences

Paper Boat, famous for its traditional beverages, hosted nostalgia-based experiences to communicate the brand's ethos, which was focused on reliving fond childhood days and nostalgic memories of simpler times.

Paper Boat conceived the installations using bamboo, jute, and paper to honour their sustainability pledge. Each of the pop-ups was designed to provide an immersive experience through retro-styled decor, a sampling of retro beverages, and storytelling to drive home the idea of the brand.

Incorporating elements such as gilli-danda (a traditional Indian stick and peg game) and langadi (a traditional Indian hopping chase tag game) allowed the audience to engage in treasured childhood memories. These events surged the beverage sales by 25%. Social media's visibility increased by 30%, resulting in significant brand awareness. Furthermore, using biodegradable materials resulted in a positive image for the brand.

In 2024, green marketing strategies took centre stage. We saw brands captivating audiences with purpose-driven interactions by weaving sustainability and storytelling into their offerings. Having sustainability at the heart of their marketing strategies is also a factor that improves their image, inspiring audiences to embrace more sustainable lifestyles.

Green marketing strategies

A staple in experiential marketing, pop-ups offer a temporary yet poignant way of engaging with guests. Forward-thinking brands have ditched single-use materials, temporary fixtures and replaced them with pop-up experiences that have minimal environmental impact. Brands have a unique opportunity to lead by example, and inspire change.

Adidas’ ‘Run for the Oceans’ campaign is a classic blend of experiential marketing with sustainability. In partnership with Parley for the Oceans, the brand creates an impactful visual experience while educating participants about plastic waste. Beyond the tangible benefits of generating funds to remove beach waste and crafting shoes from upcycled ocean plastic, the brand creates pop-ups with modular components that could be easily dismantled, transported, and reused for future events.

Structural elements, such as display stands and fixtures, are crafted with upcycled ocean plastic, reclaimed wood and metal, organic cotton or recycled polyester, biodegradable signage, LED lights, and solar-powered installations, championing Adidas’ mission against plastic pollution.

Digital tools play a very significant role in sustainable experiential marketing. Augmented reality (AR) and virtual reality (VR) are examples of digital tools, such as these that can provide very immersive experiences while remaining environment-friendly. Interactive storytelling enables AR apps to let consumers try on products in their own environments, rather than traveling to demonstrations with packing-intensive setups.

Green installations are another powerful medium. Such spaces, incorporating living elements, allow audience’s involvement through tactile and olfactory sensations that evoke emotion. Valentino’s greenhouse installation in collaboration with the artist Leandro Erlich with melting ice and frail ecosystems instigated visitors to reflect on their role in protecting the planet.

As the number of brands embracing sustainable experiential marketing grows, so does the potential for innovation. Whether through pop-ups teaching people how to live sustainably or green installations that are eco-art, experiential marketing has proven that sustainability and creativity are a powerful duo. For consumers knowing they contributed or learned about a cause before walking away from a pop-up or installation leaves a long-term, positive impression of the brand.

— Chanda Singh, CEO of XP&D