Ignition Re-Designs for Sustainability
September 2, 2009 - The experiential marketing firm Ignition, Inc. announced a company-wide restructuring focused on sustainability and has hired a new Sustainability Director to facilitate the move.
To accomplish the organizational shift, Ignition is developing guidelines for all campaigns and events based on the BS 8901 standards which evaluate sustainability initiatives in three key areas: environmental, human, and capital sustainability.
The company plans to take the following steps in each area of the guidelines:
- Environmental sustainability: Maximizing energy efficiency of ignition vehicles and equipment, conserving water, working with environmentally friendly suppliers and vendors, reducing and reusing materials as much as possible, choosing alternative energy sources, educating staff on how to implement proper waste management and recycling programs, and purchasing carbon offsets.
- Human sustainability: Actively engaging full-time employees and hundreds of part-time event staff in continuous training and education about sustainable practices in experiential marketing, and giving them the freedom to express their ideas to drive innovation. Enabling employees to experience marketing throughout the world and offering employment opportunities to local people, as a result leaving a net positive impression on host communities during every client event.
- Capital sustainability: Collaborating with suppliers and clients to make intelligent choices for the environment, while keeping experiential projects cost-effective or cost-neutral compared to higher footprint alternatives.
The experiential marketing industry traditionally has a large environmental footprint; the nature of the business involves large amounts of travel, multi-city events and heavy materials usage. Ignition is one of the first in the industry to take an ambitious stance on sustainability.
Ignition is the agency behind campaigns such as Coca Cola's Olympic Torch Relays and the FIFA World Cup Trophy Tours.
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