Sustainability is a hot topic in the MICE segment, and one of the most obvious ways to improve the eco-friendly footprint of any event is through effective use of signage and giveaways.
“Providing sustainable event signage and gifts is extremely important on a variety of levels,” said Nancy J. Zavada, president of MeetGreen. “The first issue is the optics of providing sustainable products, to show attendees that the host organization truly does care about the environment and is actively trying to be a better corporate citizen. Secondly, it can also be an economic savings, by reducing the amount of both.”
Also praising the benefits of making wise choices with signage and swag is Elizabeth Shirt, president of GLOBE Series, which is part of Profoundry, a collective of sustainability and climate experts. “Sustainable event practices are extremely important and one of our primary considerations, along with our overall delegate experience,” she said.
Whether it’s identifying options for eco-friendly graphics or people-pleasing giveaways that fit within an organization’s sustainability goals, savvy meeting planners are finding more options than ever. Devising an effective strategy for sustainable signage and swag is a big part of that.
How to Prioritize Sustainability
Getting stakeholders, vendors and attendees on board with sustainability is crucial for success.
“Your organization’s event sustainability policy should include initiatives for signage, swag and gift items,” said Zavada. “Look for places you can combine messaging on one sign, shift to digital, make smaller signage in reusable holders, or eliminate duplicate messaging altogether. This way all key stakeholders are aware of your initiative to provide the most sustainable products available. All RFP’s and contracts should include a clause requiring vendors to source these.”
Marley Finnegan, founder of PURPOSE Sustainability Strategy + PURPOSE Net Zero, also stresses the importance of making vendors aware of the group’s goals. “For all vendors we work with, we intend to educate on our sustainability priorities, bringing vendors along in the journey,” she said. “We do this by way of our RFP/Procurement practices, including sharing concepts like circularity — the intentional reuse and regeneration of materials and products.”
Getting decision makers involved early is key for achieving sustainability goals, according to Shirt. “To prioritize sustainability, we engage stakeholders early in the process, explain the benefits, share supporting data and involve them in decision-making processes,” she said, noting the need for researching sustainable materials, taking into consideration environmental impact, packaging, recycling and setting of overall goals, as well as measuring and reporting on progress toward those goals.
There are many sustainable product choices for event signage and giveaways, including a variety created from enviromentally-friendly materials such as wheat straw, bamboo and biodegradable plastics. Photo Credit: Madison Avenue IncExamples of Sustainable Signage and Swag
The ideal vendors should be able to provide the resources that planners need for a sustainable event, according to Zavada. “MeetGreen will always source a signage company that utilizes a sustainable substrate, such as Falconboard,” she said. “If a company doesn’t have a sustainable option available, then we will source another company. In terms of other sustainable substrate options, recently we have been working closely with a number of clients regarding paper-based alternatives for adhesive wall decals, column inserts and registration counter kick-panels.”
Shirt also stresses the importance of finding suppliers that understand the planners’ sustainability goals. “Finding the right partners for sustainable events requires a combination of research, communication and collaboration,” she said. “By working closely with vendors who share our commitment to sustainability, we ensure that the materials used in our events align with our goals and contribute to a more eco-friendly event experience. For example, GLOBE Series is proud to be an official B-corporation and prioritizes collaboration with other B-corps wherever possible.”
“For any large-scale design elements, we look for sustainable and reusable options,” Shirt added. “GLOBE events are paper-free, and we have not produced a physical agenda since 2020. We offer the program online only and via the event app, with functionality that allows attendees to create a personal schedule of preferred sessions, connect with and schedule meetings with other attendees via direct messaging, and learn more about our partners, speakers and collaborators.”
When dealing with any potential partner, Shirt recommends clearly communicating sustainability goals from the start. “This includes specifying preferred materials, such as recycled content or biodegradable options, and negotiating sustainability requirements in our vendor contracts, such as specifying the use of eco-friendly shipping materials, renewable fuel options for transit, or responsible disposal practices,” she said.
Finnegan notes that vendors can be found in a variety of ways. “I am part of MUSE — Members United for Sustainable Events — and this is a really great place to find sustainable vendors and companies innovating in the space,” she said. “Otherwise, it is essential to vet vendors/partners and materials during the RFP/procurement process and include contractual obligations to your sustainability policy wherever possible, to ensure sustainable outcomes.”
Sustainable Swag Ideas for Meetings
Finnegan offers several suggestions for planning giveaways that are popular with attendees as well as sustainable in nature. “If you must offer swag, I think drop-shipping high-quality, environmentally conscious swag on an as-desired basis is the absolute way to go, giving people what they want instead of what the brand or event hosts think they want,” she said. “Things like locally made art, unique upcycled clothing, high-quality material reusable water bottles, reusable coffee cups and elements that people are excited and proud to use should be prioritized over what would otherwise be considered disposable or low-value items.”
“If your budget for giveaways is low, do something environmentally or socially impactful with the funds, vs. giving people something they do not want,” Finnegan added. “Do something cumulatively high value with lower budgets, instead, with the local community in mind — and include them in the conversation about what would be most impactful to them.”
Regardless of the specific strategy, Zavada says that meeting planners play an important role in creating a more sustainable future for the MICE market, as they respond to increased demand on the part of stakeholders. “Attendees are very interested in the environment and are driving host organizations to be environmentally responsible on their behalf,” she said. “It’s important that attendees can see what is being done and are educated in environmental savings. Vendors are working diligently to improve their products using the earth’s resources responsibly.”
“Breakthroughs that make the products more cost efficient and healthy for the planet are happening frequently,” Zavada added. “The most important thing we can do as event planners is to keep asking and pushing the demand.”
Sponsored Content
Event sustainability can be achieved with thoughtful planning choices. Photo Credit: Madison Avenue Inc.Madison Avenue Inc. Offers an Array of Sustainable Options for the MICE Market
With its Eco Line of products, Madison Avenue Inc. is the premier choice for eco-friendly meeting and event graphics, as well as branded giveaways to help planners meet their sustainability goals. With over 30 years of industry expertise, they've developed eco-friendly graphic solutions, becoming a trusted partner renowned for excellence, reliability and sustainability within the meeting and events sector.
Madison Avenue understands that signage is often the first impression an event makes on attendees, and their Eco Line offers a diverse array of environmentally conscious options for any event or venue. From vibrant banners to captivating signage, their team seamlessly integrates creativity with sustainability, ensuring visually striking outcomes while lowering an event’s carbon footprint through sustainable materials.
Madison Avenue Inc. offers promotional items and branded giveaways crafted from eco-friendly materials like wheat straw, organic cotton, bamboo and biodegradable plastics. These sustainable options help to elevate events as well as sponsors’ images, while aligning with a planner’s commitment to environmental responsibility.
All the company’s products are proudly produced and assembled in the USA. Their headquarters in Columbia, Md., serves as the hub for production and operations, ensuring meticulous attention to detail and timely delivery of projects.
Madison Avenue Inc. understands the importance of aligning with a planner’s vision and goals. Their team values the vision of every planner, sharing a passion for excellence with a dedication to helping planners achieve success in events and sustainability goals. They believe that every visual element, every promotion and every event should leave a lasting impression and create memories, and they’re ready to help planners do that in an environmentally conscious way and as an informative source.
Trusted for their dedication to sustainability, excellence, and professionalism, Madison Avenue Inc. is the partner of choice for organizations seeking impactful and eco-conscious graphic solutions for their events. Clients confirm the effectiveness and value of the company’s offerings.
“We have been using Madison signs for our multiple conferences each year since I have been with my company, which is almost 12 years,” said Mary D. Jakubowski, manager, events management at the American Society of Mechanical Engineers. “We typically order the ECO signs as they are made on recycled paper and that is important to us as we go green. We also order the reusable signs as well for onsite pop up events/meetings or changes. The signs all arrive in perfect condition, on time and the quality and service are outstanding.”
Among the clients who’ve found value in the reusable EDGE sign is William Lawless, creative director at Networld Media Group. “We were buying multiple foam cores and trashing them after events,” he said. “We invested in these and use them for all of our events now — saving us money, and [it’s] less of a hassle. I 100 percent recommend these if you are looking for quality product.”
Anna Miller, a meeting specialist at the W.K. Kellogg Foundation, is another satisfied customer. “We have been successfully displaying the reusable Edge signs for the past 15 years at our meetings and events,” she said. “They are visually appealing, easy to use and very durable, which makes it sustainable to the environment. When ordering our custom signs, the team at Madison Avenue were professional and very easy to work with.”
Learn more Madison Avenue Inc.'s sustainable products and services here.