{"id":750,"date":"2025-08-13T17:29:00","date_gmt":"2025-08-13T17:29:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/green-means-grow-sustainability-2\/"},"modified":"2026-05-18T14:29:19","modified_gmt":"2026-05-18T14:29:19","slug":"green-means-grow-sustainability","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/green-means-grow-sustainability\/","title":{"rendered":"Green Means Grow: Sustainability as a Competitive Edge"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h3>Reduce, reuse, reimagine your sustainability strategy.<\/h3>\n<p dir=\"ltr\">As the world grows warmer each year, big-name brands and large industries have the opportunity to inspire and ignite change through their actions and the examples they set. <\/p>\n<p dir=\"ltr\">Trade show booths are a stellar opportunity for brands to be green. And as a new generation enters the expo floor, they step into the space equipped with urgency and an unwavering passion for environmental responsibility.<\/p>\n<p dir=\"ltr\">At Sparks and Freeman, we have ambitious goals and a strategic plan for a 50% reduction on GHG emissions by 2030. We also plan to achieve net zero carbon and zero waste by 2050. <\/p>\n<p dir=\"ltr\">If your thumb isn\u2019t green yet, it\u2019s about to be. Read on for practical, trade show sustainability solutions.<\/p>\n<h4>Next Gen Priorities<\/h4>\n<p dir=\"ltr\">Within the next decade or so, <a href=\"https:\/\/www.amcsgroup.com\/resources\/blogs\/millennials-and-the-future-of-our-environment\/\" target=\"_blank\" rel=\"noreferrer noopener\">Millennials<\/a> and <a href=\"https:\/\/www.autodesk.com\/design-make\/articles\/gen-z-and-sustainability\" target=\"_blank\" rel=\"noreferrer noopener\">Gen Z <\/a>will make up the majority of the workforce. As these generations work their way up, they bring a different lived experience and unique set of priorities. At the top of the list? Sustainability. <\/p>\n<p dir=\"ltr\">These profiles are not looking for the aesthetic of advocacy \u2014 they seek authentic action-taking and results-driven approaches. This can involve setting measurable goals, tracking environmental impact <a href=\"https:\/\/www.thedrum.com\/opinion\/2024\/11\/13\/with-cop29-underway-here-s-how-european-event-leaders-can-achieve-net-zero\" target=\"_blank\" rel=\"noreferrer noopener\">and more<\/a>, according to Sparks SVP International, <a href=\"https:\/\/www.linkedin.com\/in\/jasonmegson\/?originalSubdomain=uk\" target=\"_blank\" rel=\"noreferrer noopener\">Jason Megson<\/a>. <\/p>\n<p dir=\"ltr\">The generational shift in the workforce is already underway, and it\u2019ll take more than greenwashing to meet the values these emerging profiles seek in partnerships. <\/p>\n<p dir=\"ltr\">\u201cFor Gen Z, sustainability is no longer a request, it\u2019s an expectation as fundamental as electricity in a venue. We believe in designing with intent, which means first focusing on elements with the highest ROI, then choosing low-impact materials to maximize efficiencies and minimize waste,\u201d says Karen Young, Senior Manager of Sustainability at Freeman.<\/p>\n<p dir=\"ltr\">By addressing these core priorities, brands can gain a competitive edge. Event and trade show booth design offer strong opportunities for brands to turn promises into action.<br><\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-testimonial block-padding-x overflow-x-clip overflow-y-visible\"><figure class=\"bg-gray-1 text-sparks-black relative block-padding 4xl:p-[90px]\"><div class=\"overflow-hidden\"><figcaption class=\"mb-7 md:mb-10\" data-aos=\"fade-up\"><div class=\"a-section-label text-lg md:text-xl leading-none tracking-widest uppercase font-semibold text-[color:var(--was-accent-color)] text-gray-4\"><!--[-->Karen Young, Senior Manager of Sustainability, Freeman<!--]--><\/div><\/figcaption><blockquote class=\"s-wysiwyg font-semibold md:text-[max(2rem,3rem)] leading-[1.05]\" data-aos=\"fade-up\"><p>For Gen Z, sustainability is no longer a request, it\u2019s an expectation as fundamental as electricity in a venue.<\/p>\n<\/blockquote><\/div><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -left-[1rem] md:-left-[2rem] lg:-left-[3.5rem] top-[2rem] md:top-[4rem] lg:top-[5rem]\" data-aos=\"fade-in\" data-aos-delay=\"500\" data-aos-offset=\"0\">\u201c<\/span><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -right-[1rem] md:-right-[2rem] lg:-right-[3.5rem] -bottom-[2rem] md:-bottom-[4rem] lg:-bottom-[4.5rem]\" data-aos=\"fade-in\" data-aos-delay=\"200\" data-aos-offset=\"0\">\u201d<\/span><\/figure><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h4>Driving Industry Change<\/h4>\n<p dir=\"ltr\">From operations to event rollout and everything in between, create your own green initiatives in the <a href=\"https:\/\/www.thedrum.com\/opinion\/2023\/03\/02\/how-the-events-and-experiences-industry-becoming-more-sustainable\" target=\"_blank\" rel=\"noreferrer noopener\">experiential industry<\/a> with these insights.<\/p>\n<ol><li><strong>Minimize New Materials:<\/strong> The days of creating net-new booths are over. It\u2019s environmentally smarter to carefully consider which aspects of a booth can be made from reused or rented parts.<ol><li>At Sparks, we have a full inventory of rental items to create more sustainable, cost-efficient experiences for clients. By incorporating these practices, we reduce waste while harboring sustainable attitudes within our partners.<\/li><li>Signage and carpets are common booth components that offer many practical options for sustainability. Refraining from adding event-specific details in graphics, for example, allows signage to be reused in following years. Integrating digital signs is another option to include interactive elements or multiple messages in one place.<\/li><li>Ask your carpet provider if they have any rental options available. Depending on the provider, darker carpet colors are often easier to clean, encouraging a longer product lifespan.<\/li><li>If there is a need for a new item, using natural materials like wood or metal is better for the planet than plastic or vinyl. When necessary, printing event-specific signage is best done on recyclable material with eco-friendly ink.<br><br><\/li><\/ol><\/li><li><strong>Reface Waste: <\/strong>What to do with waste? If reducing and replacing materials for a product\u2019s full lifespan is step one, what happens next?<ol><li>As the saying goes, one experiential marketer\u2019s trash is another man\u2019s treasure. At Freeman, retired rental furniture is delivered to a partnering furniture outlet.<\/li><li>Then, by teaming up with local recyclers, donation programs or resellers, brands can responsibly recycle any other materials or equipment no longer up to industry standards.<br><br><\/li><\/ol><\/li><li><strong>Reduce Emissions: <\/strong>In the event industry, our work has a direct impact on the environment. Having a thoughtfully crafted plan \u2014 from transportation, to storage and repairs \u2014 saves money and prevents environmental impact. An airtight plan from step one prevents clumsy mistakes and unnecessary emissions.<ol><li>Transportation and electricity are key here. Optimizing trailer loads, locating facilities close to key venues and sourcing from environmentally-conscious partners reduces miles and emissions on the road.<br><br><\/li><\/ol><\/li><li><strong>Employee Engagement: <\/strong>Get educated and get involved! Creating an office Green Team, organizing volunteer opportunities or providing employee sustainability training are methods for fostering the make-change mindset in the workplace, project planning and design stages. By integrating this mindset into company culture, there is powerful potential to drive change outside of work, too.<\/li><\/ol><\/div><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h4>Everybody Wins<\/h4>\n<p dir=\"ltr\">From operations to event rollout and post-event analysis, implementing sustainable practices positively impacts<a href=\"https:\/\/obata.com\/how-sustainability-makes-brands-more-valuable\/#:~:text=1.,ethical%20and%20eco-friendly%20products.\" target=\"_blank\" rel=\"noreferrer noopener\"> brand perception<\/a>, increasing brand loyalty and improving company reputation. <\/p>\n<p dir=\"ltr\">The call for sustainable practices and products is no longer a trend, it\u2019s a demand from the newest generations entering the workforce. By absorbing these insights, working as one and taking action, we can make the world a healthier place for generations to come.<br><\/p><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>Reduce, reuse, reimagine your sustainability strategy. As the world grows warmer each year, big-name brands and large industries have the opportunity to inspire and ignite change through their actions and the examples they set. Trade show booths are a stellar opportunity for brands to be green. And as a new generation enters the expo floor, [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2189,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-750","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Green Means Grow: Sustainability as a Competitive Edge - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/green-means-grow-sustainability\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Green Means Grow: Sustainability as a Competitive Edge - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Reduce, reuse, reimagine your sustainability strategy. 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