The experiential industry is at a breaking point and a breakthrough moment. 

After four decades in this industry, we’ve learnt that audience behaviour changes long before brands catch up. It happened with technology, with content formats, with personalisation, and it’s happening again with sustainability.

For too long, brands have measured the success of events through scale, spectacle, and footfall. But today’s audience has added a new KPI to the mix: planet impact. And they’re not subtle about it. The modern consumer, especially Gen Z and Millennials, is assessing whether a brand is doing right by the planet before deciding whether to engage, attend, or advocate.

This shift is already here. Recent data shows that three out of four Gen Z consumers will switch brands if they find a more sustainable alternative. And according to Bain & Company, nearly 60% of Indian consumers are willing to pay more for planet-friendly options. Sustainability has today become the baseline for brand relevance.

When sustainability meets experience, magic happens

When you work in events, you witness the shift happening in real time.

We’ve seen young audiences walk into an event and immediately notice the small things, what materials were used, how waste is handled, and whether the brand’s actions align with its messaging. These aren’t “nice-to-have” details anymore. They’ve become part of the experience itself.

This is why sustainability in events can no longer sit on the sidelines or show up as a good-looking post at the end. It has become a measure of credibility. Of seriousness. Of intent.

And yes, of trust.

The question we must now ask ourselves is simple: What qualifies as a truly sustainable experience?

Here’s the surprising thing: sustainability doesn’t kill creativity or scale. If anything, it sharpens them. It pushes us to rethink what 'impact' truly means. To design with intention. To reduce noise and amplify meaning. That discipline tends to produce experiences that are sharper, cleaner, and far more emotionally resonant.

This is how we build experiences that move people, without costing the planet.

India has an edge the world doesn’t talk about enough

There’s a misconception that sustainability is a Western concept. In India, sustainable living has been part of our DNA long before it became a global movement. 

Our culture has grown on mindful use, community sharing, clever repurposing, and what the world now calls a “circular mindset.” From the reusable steel thali to the cloth bag to the bamboo mandap, we’ve always done more with less. Today, that cultural wisdom is meeting modern innovation. From the way mega-gatherings are modernising infrastructure with solar power and digital systems, to cities experimenting with carbon-neutral festivals, we’re watching a very Indian version of sustainability take shape, not borrowed from the west, or following in their footsteps, but evolved from our own sensibilities.

Events like Bharat Tex 2025 are showcasing organic materials, recycled textiles, and energy-efficient production at a global scale. State-backed initiatives like Jal Utsav is India’s first carbon-neutral festival, powered by solar installations and biodegradable materials. It draws over 125,000 visitors each year and sets a benchmark for how eco-experiences can drive large-scale cultural impact. Similarly, the Kumbh Mela, one of the largest gatherings on the planet is one with the maximum use of reusable thalis, cloth bags, natural materials like bamboo for temporary structures, repurposed food, etc. These aren’t “initiative”. They’re ingrained behaviours.

What brands can take away right now

The next decade of events will belong to brands that treat sustainability as a foundation. For us, it’s about making those choices creative, exciting, and the norm. Event companies need to be committed to leading this shift.

The author is CEO, Shobiz.