Eco-Conscious Experiential Marketing in the U.S. (2023–2025)

Introduction

Experiential marketing is evolving to meet growing consumer demand for sustainability. Brands and agencies are finding creative ways to reduce environmental footprints without sacrificing impact. Limelight's 2024 roundup of experiential stats reports that 78% of consumers are more likely to attend brand events that show a sustainability commitment, and 85% are more likely to support/buy from such brands. Event organizers agree that green practices improve attendee perception.

This report explores how leading U.S.-based experiential marketing initiatives from 2023–2025 are incorporating eco-friendly materials, technologies, and logistics. We examine concrete case studies—from pop-ups and tours to trade show exhibits—detailing sustainable tactics, impact metrics, consumer engagement, and strategies to maintain high-impact experiences with a lighter footprint. Two influential precedents from before 2023 or outside the U.S. are included for context.

Sources: This analysis draws from brand and agency case studies, primary organizational posts, and recognized industry bodies; metrics are noted where publicly reported.

Leading Agencies and Brands Pioneering Sustainable Activations

Several experiential agencies and forward-thinking brands have taken the lead in eco-conscious activations. Global agency Jack Morton Worldwide has integrated sustainability into major projects, including designing a 100% reusable modular exhibit for HERE Technologies at CES. Other top agencies like Agency EA, Momentum, and Freeman have published sustainability trend reports and adopted green production practices.

On the brand side, Patagonia is often cited as a trailblazer with its Worn Wear program—a mobile repair tour that directly embodies waste reduction and reuse. Large tech companies like Salesforce have made their flagship events showcases of sustainable event planning, from compostable materials to donation of event décor. Consumer product brands across categories—from apparel to spirits—are infusing sustainability into experiential campaigns.

Consumer expectations drive this trend. PCMA research shows that 60% of organizers now include sustainability requirements in RFPs, with a +5% year-over-year uptick in internal sustainability policies. Freeman's organizer trend work shows sustainability is a rising priority. Brands known for purpose and ESG leadership have an edge, but even mainstream brands are now greening their activations to meet consumer demand. These pioneers demonstrate that eco-friendly doesn't mean dull—their events remain engaging and impactful.

Sustainable Materials, Technologies, and Logistics

To reduce environmental impact, experiential marketers are rethinking the building blocks of events—from materials to energy sources.

Upcycled and Recycled Materials

Many activations now incorporate reclaimed or recycled materials in their physical design. Belvedere Vodka's NYC pop-up, the "Organic Infusions Greenhouse," featured artistic lemon tree sculptures made from recycled cotton fabric and other repurposed elements. Patagonia's Worn Wear tour is built around a one-of-a-kind truck camper shell made of redwood salvaged from old wine barrels and powered by solar panels, running on biodiesel fuel.

Modular and Reusable Structures

A major shift in experiential design is toward modularity—creating installations that can be reused, reconfigured, or recycled after events. Jack Morton's exhibit for HERE Technologies at CES 2023 was built as a LEGO-style modular system that can be redesigned and reused each year. Over three years, HERE treated its CES booth as a lab for sustainable design, optimizing for reuse while never compromising the design. Everything from structural frames to décor was designed for disassembly and reuse or recycling.

Jack Morton cites an oft-cited industry estimate that the events sector historically sends ~500M tons of waste to landfill or incineration each year. The HERE booth was designed for 100% reuse, with local storage to reduce shipping.

Outside the U.S., Samsung's 'Infinite Experience' roadshow pioneered a 100% reusable, configurable environment—and saw >2x quality engagements and >60s average dwell, illustrating how modularity can increase impact. This shape-shifting exhibit reduced fabrication waste while saving long-term costs.

At NHS 2024, Flexfit deployed a custom vending-machine activation that dispensed hats based on a quiz—an interaction that collected 81% more leads compared to the booth itself.

Energy-Efficient and Renewable Technology

Sustainable activations seek to cut energy use and emissions. The Patagonia Worn Wear truck runs on biodiesel and solar, demonstrating alternative fuel use. Some outdoor events and pop-ups deploy renewable energy—from solar-powered installations to pedal-powered activities where attendees generate power through bicycle-powered activations.

Kinetic flooring (e.g., Pavegen) has been used in brand activations and public installs to generate small amounts of electricity while educating attendees. Energy-harvesting floors with pressure tiles that generate electricity when stepped on have been tested in experiential events, merging engagement with sustainability messaging. While still niche, these technologies show promise in making events more self-sufficient and educational.

Waste Reduction and Eco-Friendly Logistics

Zero-waste and low-waste strategies are on the rise. Salesforce uses 100% compostable food and drink packaging at Dreamforce and provides clearly marked stations with staff to ensure proper composting and recycling. Brands are choosing biodegradable or recyclable materials for signage, swag, and exhibits—printing on recycled paper and using fabric backdrops instead of PVC.

HERE's CES team used a local storage facility in Las Vegas to store their exhibit components year-round, cutting transport emissions from shipping materials back and forth. Many brands now donate or repurpose leftover materials and products post-event. Salesforce avoids landfills by donating decor like live plants and by reusing custom-built structures at future events. Event organizers encourage public transit, biking with free bike-valet services, or hybrid vehicle use for attendees.

Measuring Environmental Impact: Metrics and Outcomes

Leading agencies and brands are not only implementing green practices but also measuring their environmental impact when possible.

Carbon Footprint and Emissions

Salesforce has committed to net-zero events, leveraging its Net Zero Cloud software to measure emissions from conferences like Dreamforce. While exact footprint data for individual activations isn't always public, broader studies provide insight. Research from WRAP indicates that keeping a garment in use for 9 extra months can reduce its carbon, waste, and water footprint by 20–30%. This logic applies to exhibits—reusing booth components for years means the embedded carbon is amortized over many events.

The Net Zero Carbon Events initiative has released an industry measurement methodology and workstream guidance (December 2023), accelerating standardization for emissions tracking at events. As carbon accounting tools become standard, expect more concrete data like tons of CO₂ saved for major brand experiences.

Waste Reduction and Diversion

Jack Morton's HERE CES exhibit achieved near-total material reutilization, with interactive display units later installed permanently at HERE's offices instead of being trashed. The agency reported that responsibly sourced decor and local storage helped cut down on venue waste significantly.

Patagonia's Worn Wear tour inherently reduces waste by repairing hundreds of garments that might have been thrown away. By mending thousands of items over multiple tours, they kept a huge volume of clothing out of landfills and in use.

Engagement and ROI Metrics

Sustainable activations often track engagement as closely as environmental metrics. Outside the U.S., Samsung's reusable "Infinite Experience" saw its immersive demonstrations more than double the rate of quality engagements, and dwell time exceeded 60 seconds on average—demonstrating how sustainability measures can enhance rather than compromise experience quality.

Campaign-level summaries for one U.S. tour (7 weeks, ~21 stops) of Patagonia's Worn Wear road show report 11,075 attendees and an 88% sell-through on used apparel, alongside strong web lift with approximately 685,000 page views. These numbers prove that purpose and profit can align. (Note: Patagonia's broader B-Corp reporting lists 49,578 total Worn Wear attendees across all regions and timeframes—a different scope than individual tour metrics.)

Industry surveys indicate that integrating sustainable practices improves attendee perception and trust, with some research tying sustainability to increased purchase intent and loyalty. Rather than hurting ROI, sustainability tends to enhance brand image and efficiency.

Consumer Reactions and Engagement

Making an experiential campaign eco-friendly does not alienate consumers—it often boosts engagement and goodwill.

Boosting Brand Perception

Consumer research shows brands who use events for social or environmental good build more trust and loyalty. Attendees at Patagonia's Worn Wear stops frequently express appreciation that the brand is "walking the talk" by helping repair any clothing, not just Patagonia's. This goodwill translates into stronger brand love, with many visitors sharing personal stories and leaving as advocates of the program.

Belvedere's greenhouse event positioned the brand as "a forward-thinking, eco-conscious brand," resulting in heightened brand loyalty and PR buzz.

Interactive Education and Empowerment

Sustainable activations often engage consumers by involving them in the cause. At Patagonia's college campus tour stops, students not only got free repairs but learned DIY repair tips, turning the activation into a skills workshop.

Social Media Amplification

Unique eco-minded installations provide fresh content for social media. Whether it's an eye-catching structure made of recycled goods or a feel-good story of a brand doing something unconventional, attendees are inclined to share. Media coverage often highlights green aspects, amplifying consumer awareness beyond the event itself.

No Sacrifice in Impact

Consumer reaction to sustainable brand activations has been overwhelmingly positive. One agency executive noted that hosting a fun experience and making a meaningful impact "don't have to—and shouldn't be—mutually exclusive". The key is authenticity—genuine efforts resonate with audiences, while greenwashing will be noticed by savvy consumers.

Case Studies: Sustainable Brand Activations in Action (2023–2025)

Patagonia's Worn Wear Tour

Outdoor apparel brand Patagonia's Worn Wear Mobile Tour features a biodiesel-fueled truck nicknamed "Delia" fitted as a repair workshop with solar power and a salvaged redwood camper shell made from reclaimed wine barrels. From 2015 onward and continuing through the 2020s, it tours the country offering free garment repairs to the public—fixing zippers, tears, and buttons on any clothing, not just Patagonia's. Used Patagonia gear is also sold from the pop-up shop onboard.

Impact: Campaign-level summaries for one U.S. tour (7 weeks, ~21 stops) report 11,075 attendees and an 88% sell-through on used apparel, alongside approximately 685,000 page views to the Worn Wear site during the campaign. Lines often formed at tour stops, and participants shared heartfelt stories about their gear, reinforcing Patagonia's brand community.

HERE Technologies at CES 2023

At CES 2023 in Las Vegas, mapping platform HERE Technologies and agency Jack Morton debuted a radically sustainable trade show booth, rejecting the usual "build-and-dispose" approach by creating a 100% reusable, modular exhibit system that could be reassembled in new configurations each year.

Dubbed a "LEGO-style" design, it was developed through a circular strategy of rethink, redesign, repeat. The structure used durable modular components, and even interactive demo stations were made of recyclable materials that could later be repurposed. After CES, HERE actually moved those demo units to its visitor centers for continued use.

Impact: By storing the booth locally and reusing decor, the team cut down transportation emissions and waste. Jack Morton reported that this approach significantly reduced waste and demonstrated HERE's commitment to sustainability in a highly visible way. The booth still attracted crowds with its immersive tech demos, and knowing it was eco-designed became a talking point with attendees.

Salesforce's Dreamforce Conference

By 2023–2024, Dreamforce incorporated a robust sustainability program: 100% compostable foodware, recycling stations with on-site education, and even badge/lanyard recycling at drop-off points. The event's aesthetic features live trees, plants, and natural materials in expo areas—all of which are kept and reused year after year, with trees returning to a nursery or the next Salesforce event.

Salesforce also ensures that many custom props and set pieces are stored for reuse or donated, avoiding landfill waste. They encourage attendees to lower their footprint by offering bike-valet services and highlighting local transit options.

Impact: Attendees have responded very well to these initiatives—the atmosphere created by abundant greenery and the ethic of composting and recycling resonates with the tech audience. Dreamforce features entire sessions on sustainability, which draw large crowds, indicating strong interest.

High Impact, Low Footprint: Key Takeaways

The examples above dispel the notion that sustainability requires a trade-off in experience quality. Sustainable experiential marketing can amplify impact in multiple ways:

Authenticity and Storytelling: A sustainable activation inherently has a story to tell about brand values, innovation, or community. This narrative layer makes the experience more compelling and shareable. Brands like Patagonia have shown that living your values through an activation wins deep respect from consumers, translating into loyalty and word-of-mouth.

Innovation Driving Engagement: Designing within environmental constraints often sparks creativity. Novel ideas like modular booths or kinetic energy-powered installations capture attention and introduce interactive elements that boost engagement time and memorability.

Operational Efficiency and ROI: Many sustainable practices reduce waste and cost. Reusing materials and sets across campaigns yields economies of scale. There's also reputational ROI—being seen as a leader in sustainable marketing can attract positive media coverage and partnership opportunities.

Metrics and Continuous Improvement: The growing emphasis on metrics means brands can iterate and improve each time. Data collected informs the next activation to be even greener, ensuring that both audience impact and footprint reductions keep improving together.

Conclusion

The period 2023–2025 has shown experiential marketing moving toward a more sustainable ethos—proving that unforgettable brand experiences can be delivered with far less environmental cost. From pioneering campaigns to industry-wide initiatives, sustainability in experiential marketing is not a fleeting trend but a fundamental shift. Brands and agencies leading the way have demonstrated creativity, measured outcomes, and inspired consumers and peers alike.

The path forward will involve even more innovation—biomaterials for event fabrication, carbon-tracking apps for attendees, or AR/VR reducing the need for physical builds. The progress to date is encouraging: high-impact, eco-conscious experiences are not only possible—they're becoming the new normal for experiential marketing.

Global or Pre-2023 Precedents Worth Knowing

While this report focuses on U.S. activations from 2023–2025, several influential precedents deserve mention:

Belvedere Vodka's Greenhouse Pop-Up (2021, NYC): In summer 2021, Belvedere Vodka launched its Organic Infusions line with an experiential greenhouse installation in New York City's Elizabeth Street Garden. Belvedere partnered with designer Maxwell Osborne of Public School to create interactive greenhouses reflecting the natural ingredients of the new vodka flavors. Osborne's greenhouse incorporated a canopy of bright yellow "lemons" sewn from recycled cotton—a creative reuse of textile waste. Belvedere's VP of Marketing noted they wanted to offer consumers "an incredible way to experience nature in NYC" and highlight the brand's "Made With Nature" platform. The event drew significant foot traffic and social media attention, effectively positioning Belvedere as a forward-thinking, eco-conscious brand.

Samsung's Infinite Experience (Global): Samsung's 'Infinite Experience' roadshow pioneered a 100% reusable, configurable environment that saw >2x quality engagements and >60s average dwell, illustrating how modularity can increase impact while reducing environmental footprint. This international example paved the way for similar approaches in U.S. markets.

Summary Table: Select U.S. Brand Activations (2023–2025) with Public Metrics

Sources:

Consumer demand & planner trends

1. Limelight Platform. “Experiential Marketing Statistics (2024).”
   https://www.limelightplatform.com/blog/experiential-marketing-statistics Invalid URL

2. PCMA. Casey Gale, “Business Events: We’re About Halfway There With Sustainability.” Nov 18, 2024.
   https://www.pcma.org/business-events-halfway-there-with-sustainability/ PCMA

Frameworks, standards & research

3. Net Zero Carbon Events. “Framework & Methodology.” Dec 2023.
   https://www.netzerocarbonevents.org/framework/

4. WRAP (Love Your Clothes). “Extending the life of clothes—environmental benefits (9-month +20–30% reduction).”
   https://wrap.org.uk/taking-action/textiles/initiatives/love-your-clothes wrap.ngo

Case studies — U.S. brand activations (2023–2025 focus)

5. Jack Morton Worldwide. “HERE Technologies — CES (modular, 100% reusable; industry waste stat).”
   https://jackmorton.com/work/here-technologies/ jackmorton.com

6. Salesforce. “How We Made Dreamforce More Sustainable (compostables, signage, reuse).”
   https://www.salesforce.com/blog/how-we-made-dreamforce-22-more-sustainable/ Salesforce

7. Salesforce. “Zero Waste Stations Help Dreamforce Attendees Recycle and Compost.”
   https://www.salesforce.com/news/stories/zero-waste-stations-help-dreamforce-attendees-recycle-and-compost-at-dreamforce/ Salesforce

8. Patagonia (Worn Wear program hub).
   https://wornwear.patagonia.com/ Patagonia Worn Wear®

9. Patagonia Works (press release). “Patagonia Mobile Worn Wear Tour: If It’s Broke, Fix It.” Mar 31, 2015. (Biodiesel + solar, redwood camper shell from wine barrels.)
   https://www.patagoniaworks.com/press/2015/3/31/patagonia-mobile-worn-wear-tour-if-its-broke-fix-it Patagonia Works

10. Hashtag Paid (Banknotes). “Patagonia’s approach to marketing: Then and now.” (Worn Wear tour metrics: 11,075 attendees; 88% sell-through; ~685k page views.)
    https://hashtagpaid.com/banknotes/patagonias-approach-to-marketing Hashtag Paid

Precedents & global examples (context)

11. Jack Morton Worldwide. “Samsung — Infinite Experience (100% reusable roadshow; >2x quality engagements; >60s dwell).”
    https://jackmorton.com/work/infinite-experience/ jackmorton.com

12. Cool Hunting. “Belvedere Vodka’s Greenhouse Pop-Up in NYC (recycled cotton ‘lemons’).”
    https://coolhunting.com/food-drink/belvedere-vodka-greenhouse-pop-up-nyc/ Freeman

Tactics & tech references

1. 13. Pavegen. “Applications (kinetic flooring in public/brand activations).”
       https://pavegen.com/applications/

   14. Flexfit. “NHS 2024: Flexfit & Yupoong Take the Stage.” (Smart vending activation; +81% leads vs. booth.)
       https://www.flexfit.com/news/nhs-2024-flexfit-and-yupoong-take-the-stage/ Flexfit