Filip Hiltmann from Way Out West emphasizes the importance of maintaining sustainability at major festivals
Sweden’s Way Out West festival has established itself as a significant event, boasting headliners like Kendrick Lamar, Florence + The Machine, and Prince. However, the festival made a groundbreaking move in 2012 by implementing a meat-free initiative, becoming an early adopter in addressing climate change within the festival industry. This initiative paved the way for sustainability to become the new standard rather than just an optional feature to appeal to eco-conscious attendees.
With festivals like the UK’s Shambala emphasizing sustainability with vegetarian food options and renewable energy sources, the paradigm was shifting. By taking place in Stockholm from August 7-9, Way Out West not only showcased top artists but also prioritized sustainable practices. Filip Hiltmann, the festival’s Head of Marketing, delves into the festival’s dedication to sustainability and innovation.
When asked about this year’s festival, Hiltmann expressed the intensity and success of breaking attendance records for the fourth consecutive year, signaling a growing interest in sustainably-minded festivals. Regarding the challenge of maintaining sustainability for an event of such magnitude, he emphasized the significance of the festival’s central location, allowing easy access to necessary resources without the need for visitors to drive to the site.
Over the years, Way Out West has evolved its sustainability initiatives beyond the pioneering vegetarian-only approach in 2012. With the introduction of initiatives like banning single-use plastics and setting up alcohol-free bars, the festival continually strives to adapt to new challenges and technological advancements. Hiltmann highlights the importance of ecological and social sustainability going hand in hand, emphasizing the goal of empowering visitors to make sustainable choices.
Reflecting on the progress made since 2012, Hiltmann recognizes the influence festivals can have beyond inspiring other festivals. With a growing public understanding of sustainability, Way Out West aims to explore collaborations with sports events and stadiums to promote sustainability on a broader scale. The festival’s ethos of continuous improvement underscores the importance of feedback, collaboration, and shared learning in fostering sustainable practices in the event industry.
Considering the changing expectations of festival-goers, Hiltmann notes a shift where sustainability is no longer a preference but an essential expectation. Younger generations, especially Gen Z respondents, now view sustainability as a baseline requirement when attending events, a trend that places pressure on festivals to prioritize eco-friendly initiatives to attract attendees.
Looking ahead, Hiltmann advises aspiring festival organizers to prioritize sustainability from the start, acknowledging that there is always room for improvement and innovation in creating environmentally-conscious events. By fostering ongoing dialogues, sharing best practices, and embracing feedback from partners and stakeholders, festivals can collectively work towards a more sustainable future for the event industry.