Category
Lifestyle
Assisted Choices
4.4
Trend score
Trend
What is the Neutral Event trend?
Neutral Event: Carbon neutral production–where the emissions produced by a company or activity are balanced out by an equal contribution to carbon-saving causes–is entering the event and travel space. The more casual environments where carbon-neutrality is being prioritized showcase a shift in the growth of these initiatives.
Insight
The consumer insight behind the Neutral Event trend
Consumers are becoming more mindful of their impact on the environment and both social and political discourse is dominated by the issue of climate change. As their knowledge of the issues grows, so does their understanding of practices that mitigate them. Though carbon-offsetting doesn't reduce personal impact, consumers are currently focusing more on how they can make overall changes to their routines and purchase decisions in a way that at the very least, doesn't intensify their contributions to climate change.
Trend themes
Themes within the Neutral Event trend
Three behaviours holding the trend together01
Carbon-Neutral Initiatives
As more consumers prioritize sustainability, businesses can capitalize on creating carbon-neutral initiatives such as carbon offsetting, sustainable architecture, and waste-free practices to appeal to eco-conscious customers.
02
Modular Construction
Modular construction is a trend in the hospitality industry that allows companies to build on-site, in remote locations, and adjust and arrange buildings based on developer desires.
03
Sustainable Event Planning
Sustainable event planning services, which eliminate single-use plastics, recycle and compost waste, and utilize sustainable energy providers, can attract eco-conscious customers for events such as weddings and conferences.
Industry implications
What the Neutral Event trend means for industry
Where the trend changes the playbookFor
Hospitality
The hospitality industry can disrupt the market by incorporating modular construction and incorporating carbon-neutral initiatives.
For
Event Planning
Sustainable event planning services are shaping up to be a rising trend in the event planning industry.
For
Fashion
Carbon-neutral runway shows can appeal to eco-conscious fashion consumers looking for sustainable brands and practices.
Workshop question
How could your brand introduce carbon-neutral initiatives into its production process?
Trend signals
Trend signals for Neutral Event
Trend score 4.4 out of 10, from popularity 60%, activity 64%, freshness 9%.
Popularity60%
Activity64%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Neutral Event trend
4 featured examples from May 3, 2018 to Feb 13, 2020CategoryEco
Eco-Conscious Modular Hotel Concepts
WSP's Building Design is Sleek and Can Be Built On-Site
The modular hotel trend presents an opportunity for the hospitality industry to create unique and eco-conscious accommodation options in remote locations.
CategoryEco
Carbon-Neutral Runway Shows
The Spring 2020 Gabriela Hearst NYFW Show Focused on Sustainability
Opportunities for fashion brands to incorporate sustainable practices in their production, supply chains, and events.
CategoryEco
Carbon-Neutral Cruise Destinations
Royal Caribbean's Perfect Day at Lelepa is Sustainably Built
Disruptive innovation opportunity: Leveraging sustainable practices and carbon-neutral destinations to attract environmentally conscious customers and differentiate in the cruise…
CategoryEco
Premium Eco-Friendly Wedding Services
The Walden Now Offers Sustainable Wedding Planning Services
As seen with The Walden, the wedding industry can capitalize on sustainable and all-in-one event planning services to meet client demands for eco-friendly and stress-free weddings.
