Andrew Brown, TRO Design Director and NOW & NXT member, shares his key creative takeaways from this year’s Anthropy.
As a creative working in experiential space, I know our industry can be a wasteful one. Whilst we always try to recycle, reuse, and repurpose – building big, for short term moments, is not always simple.
At Anthropy, I set out to learn more about sustainability and how we, in the events world, can take inspiration from those already leading the way.
They suggested that sustainability now means rethinking the full lifecycle of what we create. To make real progress, we need to focus on three key areas: technical, behavioural, and structural.
• Most people still choose price over planet – only 4% are willing to pay more to be green.
• Sustainable options must be simple, appealing, and accessible – and crucially, no harder to use.
• Education is key. From online guides to hands-on workshops, people need the knowledge and confidence to make better choices and extend the life of what they already own.
• Businesses can’t do it alone – governments must support and incentivise sustainable models.
• Cross-sector collaboration matters. Alignment across industries, supply chains, and regulators is essential.
• Profit and planet aren’t mutually exclusive. Forward-thinking businesses are already proving the two can go hand in hand.
The way forward is about embracing progress over perfection, starting small, testing, learning, and building on what works. Meaningful change comes through collaboration, when everyone is involved: clients, partners, suppliers, and teams. It also demands a mindset shift, measuring sustainability with the same importance as success. Because ultimately, the businesses that don’t adapt won’t last.
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