BAFTAs 'gift wallet' highlights trend for experiential giveaways

Company that provides BAFTA goodie bags calls for more sustainable and experiential gifts at events.

The BAFTAs took steps to make its 2020 awards more sustainable, recycling the red carpet, asking guests to borrow or re-wear outfits, banning single-use plastic and serving sustainably-sourced food. 

Organisers also got rid of the legendary ‘goodie bag’, replacing it with a 100% recycled wallet created by sustainable brand GroundTruth.

“Giving gifts to the nominees at award shows has been a long-standing tradition. Every year, onlookers are fascinated by the infamous ‘goodie bags’ packed with luxurious items, ranging from designer handbags to beauty products and luxury holidays,” said the company.

“But with the turn of the decade, the invigoration of climate activism and a clear need for change, a debate has developed around the landscape of gifting and many in the industry are torn about whether or not to provide branded freebies and goodie bags.”

GroundTruth told C&IT that every wallet gifted to nominees was made from recycled materials, removing eight plastic bottles from the environment each.Within the wallets were a variety of experiences from luxury brands, showing a shift in focus towards experiential gifting over material gifting. 

Experiences included five-star service on an American Airlines flight, a chance to enjoy a bottle of Taittinger Brut Réserve NV at BAFTA Piccadilly, a bespoke custom-made foundation experience at Lancôme in Harrods or Selfridges, an exclusive annual discount on all hair or beauty services at Paul Edmonds London salons and a three-course dining experience for two with sommelier's choice of wine at The Savoy.

“Rather than stopping all gifting and goodie bags, the BAFTAs used their freebies for good,” said GroundTruth. “Gifting experiences aimed not to increase an individual’s personal carbon emission, and most importantly, the BAFTAs were able to publicly promote issues surrounding sustainability in fashion, travel and food which are part of everyone’s day to day lives.

“BAFTA is creating change by promoting organisations with purpose, backing reliable and compassionate producers, and fostering emerging economies and communities.

“As BAFTA makes a move toward creating a carbon-neutral event, incorporating freebies that back this ethos provides a platform for ethical and sustainable brands. And who wouldn’t want to promote that?”

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