Billie Eilish's 'Hit Me Hard and Soft: The Tour' has set a new standard for sustainability in the music industry. The tour, which began in September 2024, has implemented several eco-friendly initiatives to reduce its environmental impact.
One of the most notable efforts took place at London's O2 Arena, where all six of Eilish's performances featured a fully vegan menu. This initiative was part of a broader commitment by the venue to promote sustainability, including the removal of single-use plastics and the introduction of plant-based food options. The O2 Arena collaborated with catering partner Levy UK + Ireland to offer a range of vegan dishes, marking a significant step towards reducing the carbon footprint associated with large-scale events.
In addition to the vegan offerings, the O2 Arena took further steps to minimize environmental impact. The venue installed water refill stations to encourage the use of reusable bottles, reducing the need for single-use plastic bottles. Fabric wristbands made from 100% recycled PET plastic were introduced for standing attendees, and all plastic bags were removed from merchandise units. These measures align with the venue's goal of achieving net-zero emissions by 2025.
Beyond the O2 Arena, Eilish's tour continued to prioritize sustainability. The artist partnered with environmental nonprofit REVERB to measure the carbon footprint of the tour and support projects aimed at reducing greenhouse gas emissions. Fans were encouraged to participate in eco-friendly practices, such as using public transportation to attend shows and bringing reusable water bottles to reduce plastic waste.
Through these initiatives, Billie Eilish's 'Hit Me Hard and Soft: The Tour' has demonstrated a strong commitment to environmental sustainability, setting a precedent for future tours and events in the music industry.