Try thinking about event sustainability as improving your overall event efficiency.
Everyone in the events world is looking for ways to make events more sustainable, and the list of everything to take into consideration can seem huge. But one way to think about event sustainability is to see it as simply about improving event efficiency. When an event is efficient, it automatically becomes more sustainable.
In most industries efficiency is defined by achieving more output from less input. While sustainability is “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. Remarkably similar, in fact.
Events boil down to creative communication; from a sales kick-off, to a product launch, a celebration, an exhibition, to medical education they’re all about communicating the host’s message in the most compelling way. If, as event organisers, we can deliver that message in an engaging way which delivers excellent return on investment (ROI), whilst also consuming fewer of the planet’s resources – that’s something we should do. As event:decisions’ Matt Grey says;
“We need to deliver more with less”
So, how can we measure the inputs and outputs to our event, so we can look at improving its efficiency? Here are some ‘input’ areas to think about;
Measuring event inputs
1. Travel
Travel is an integral part of any event. Need everyone travel to the event to start with? There are many excellent virtual or hybrid event hosting options available. How should those who need to attend in person travel? Easy access to the venue by sustainable travel options (public transport, carpooling etc) is a much better use of resources than single car journeys. Importantly, where should the event be located? Essential travel to the venue could be planned using fuel-efficient vehicles, such as hybrid or electric vans and buses for transporting people to and from transport hubs, and for transporting equipment around the venue. If flights are essential, closer location to a flight-hub also makes perfect sense.
2. Accommodation
Accommodation is often a significant aspect of an event. How can the event be formatted to minimise hotel accommodation consumption and transfers? Could the accommodation be made more sustainable by selecting hotels that have implemented sustainable practices, such as using renewable energy sources or reducing water usage? Could efficiency be improved by minimising the distance between the event venue and the accommodation? How about only selecting hotels that are within walking distance, or those that provide shuttle services that run on eco-friendly fuel?
3. Freight
The transportation of equipment and materials is another essential aspect of event planning. Event organisers can reduce the carbon footprint of freight by choosing eco-friendly modes of transportation, such as trains or ships, instead of air or road transport. Most effectively, you can reduce the event’s carbon footprint opting for local suppliers, buying and building locally, and sourcing both crew & materials that can be reused or recycled.
5. Waste
Event organisers can make waste management more efficient by reducing the amount of waste generated in the first place. For example, by opting for reusable or recyclable materials instead of single-use items. Additionally, you can design the venue for minimal waste, providing separate channels for visitors, exhibitors or guests, and providing separate bins for recyclable and non-recyclable waste – ensuring that waste is disposed of responsibly.
6. Energy
Event organisers can make energy usage more efficient by using renewable energy sources, such as solar or wind power, for lighting and other electrical needs. They can also reduce energy usage by turning off lights and electrical equipment automatically when not in use and using energy-efficient appliances. Clearly, this involves co-operation from your venue. Ask at enquiry stage. Ask at show-round; does the venue use renewable power? The more event organisers that ask, the greater the pressure on venues to provide this.
7. Food and beverage
Food and beverage (F&B) provision is an integral part of any event. Can menus and meals be formatted to minimise waste? Can certain food options be prioritised? Smaller portions, vegetarian or vegan options, or locally sourced food for example? Can compostable or reusable food containers be used, and water refill stations be available to discourage the use of single-use plastic bottles?
event:decision’s event sustainability tool, Track, looks at all these inputs at planning stage and calculates the projected carbon footprint of any event, meaning that at even before the event takes place, organisers can still make input decisions that improve sustainability.
Measuring event outputs
How do we calculate the true ROI of any event? It depends of course on the event. If it’s a sales conference, ROI could be measured in knowledge gains by the sales team, leading to more efficient sales processes and increased revenue. If it’s a press launch, the volume of positive coverage is measurable, increased interest and sales can also be tracked. How do you measure the ROI of something like a music event though? What’s the ROI for Glastonbury or Eurovision? If the output is ‘engagement’, ‘brand awareness’ or ‘visibility’ then agreeing how to define and measure that upfront will be crucial in deciding whether an event is a success
So, outputs minus inputs of any event are a marker of how efficient that event is, in meeting its objectives. Continual improvements in overall event efficiency is an incredibly effective way of improving event sustainability. By improving efficiency in the inputs from travel, accommodation, freight, waste, energy, and f&b, event organisers can significantly reduce carbon emissions, lower waste generation and promote sustainable practices.
While implementing these measures may require additional effort, the benefits to society and the environment are huge. By making your event more sustainable, you’re setting an example for others to follow and contributing to a more sustainable future.
To find out more about our carbon footprint and sustainability tool track, and how it can help plan and execute fully sustainable events, please get in touch.
But travel enables personal connection – and events need visitors, so what’s the answer?
We have a unique set of challenges in front of us, when it comes to planning and hosting truly sustainable events. Globalisation has made traveling and connecting with people from all over the world easier than ever before and with that the need for travel has increased, with conferences, trade shows, product launches and festivals are now being held on a global basis. However, while travel is necessary for events, it’s also one of the biggest barriers to producing more sustainable events.
As everyone becomes more conscious of the impact of our human activities on the planet, the need to solve the problem of achieving sustainable travel becomes more urgent. Events have a significant impact on the environment, and the event industry needs to explore every available option to make them more sustainable. At event:decision we’ve been deep-diving into the relationship between travel and sustainable events, and all the ways event organisers can encourage sustainable travel.
Travel is required for an event
Travel is an essential part of any event, whether it’s a conference, a trade show, or a festival – and events are an integral part of almost every brand’s engagement and partnership strategy. Attendees, exhibitors, and speakers travel from different parts of the world to attend the event. And the larger and more successful the event gets, the larger the travel footprint associated with it.
The Glastonbury festival, for example, has grown from just 1,500 revellers in 1970 to over 200,000 who travelled to Somerset in 2022. But only 40% of Glastonbury’s 2022 visitors travelled by public transport – leaving 120,000 people who chose less sustainable options. Glastonbury is making huge efforts to become a more sustainable event but the largest element of its carbon footprint remains its visitor travel and, as for many in the events industry, it’s a difficult problem to crack.
Is travel incompatible with sustainable events?
The impact of all this travel on the environment is immense. According to a study, air travel accounts for 2.5% of global carbon emissions. The same study also found that business travel accounts for 12% of all air travel emissions. As event:decision’s own Matt Grey says;
“Travel is the enemy of sustainability”
Air travel, in particular has a significant impact on the environment. The impact of air travel on the environment is so significant that it is estimated that a single round-trip flight from New York to Europe generates the same amount of carbon emissions as an average American household produces in an entire year. If we carry on as normal, the aviation industry will need to spend $1 trillion in carbon offsets by 2050 to achieve net-zero climate impacts – unless both the industry and frequent fliers abandon the business-as-usual approach.
To address the air travel problem, there are moves to create a sustainable aviation fuel (SAF). But at current rates of development, it seems unlikely to be our lifetime. Paul Stein, chief technology officer at Rolls-Royce PLC thinks it’s an effort that is going to require global cooperation on a scale similar to the Covid vaccine;
“Just have a look at the current vaccination crisis around the world and just how much the world has re-industrialised to produce billions of doses of vaccine. It’s that sort of spirit that’s going to be required to get the scale into sustainable aviation fuels, and I think it’s entirely possible.”
But even when developed a SAF will create exactly the same emissions in flights, it will simply cut out the oil extraction and transportation elements – so it’s hardly a fully sustainable solution even if it is achieved.
And, even if air travel isn’t involved, other forms of transportation to events also have a significant impact on the environment. Cars and buses emit greenhouse gases and contribute to air pollution. As more people attend events, the impact of transport on the environment only increases.
What about virtual events?
Virtual events may seem to be an easy alternative to the sustainable travel headache. If an event is virtual there’s zero travel. The pandemic certainly saw a huge boost for fully virtual events, with predictions that they could even completely remove the need for travel to physical events in the future.
Virtual events have definite advantages where sustainability is concerned. They provide a platform for people to connect and exchange ideas, without the need for physical presence. They eliminate the need for travel and they also reduce the amount of waste generated, with no need for physical printed materials, such as brochures and flyers and no need for food and drink. They can also be more accessible. Attendees can participate from anywhere in the world, as long as they have an internet connection. Meaning that people who may not have been able to attend a physical event in the past due to its location can now participate.
Travel enables personal connection
Despite this, it is difficult to imagine an event without travel. Events provide a platform for people to connect and exchange ideas, and this requires physical presence. If you want to launch a car to the media for example, the media has to be there to see and experience the car. If you want to build a global community, consider that Salesforce’s Dreamforce used to be attended by 40,000 from around the world.
Physical presence is essential to build trust and establish relationships. Remember British Airways’ famous 2002 campaign, ‘It’s better to be there?’ “If you won’t fly to your customers, someone else will.”
Physical events provide that opportunity for personal connection, essential in building trust and establishing relationships. Virtual events simply cannot replicate the experience of meeting someone in person, shaking their hand, and having a face-to-face conversation. In the sales industry, face-to-face meetings are 34 times more effective in closing deals than phone calls or emails. It’s difficult to argue in favour of fully virtual events in the face of evidence like that.
How to encourage sustainable travel
So, event organisers are left battling with travel as potentially the biggest barrier to creating sustainable events. What are some ways everyone in events can encourage sustainable travel?
Location, location, Location – choose sustainable event locations:The location of any event has one of the biggest impacts on its sustainability. Choose event locations that are easily accessible by public transportation and have a low carbon footprint. Events in hub cities like London, Brussels, New York, San Francisco, Paris and Madrid have a huge advantage as public transport options are plentiful. It’s far harder to host a sustainable event if you’re in a remote or rural location where public transport is more of a challenge. And yet, the remote or rural location may be an intrinsic part of the identity of the event. It’s a challenge to imagine Glastonbury having the same appeal if it was held at the O2. So, consider locations that have renewable energy sources, such as solar or wind power, and those that have a commitment to sustainability. This can help reduce the need for travel and lower the overall carbon footprint of the event.
Promote public transportation: Encourage attendees to use public transportation such as trains, buses, and subways to reach the event venue. Provide information on public transportation options and promote their use through event websites, emails, and social media. event:decision is partnered with You.Smart.Thing. a travel demand management platform which will help visitors generate personalised low-carbon travel plans to any event.
Incentivise sustainable travel choices: Offer incentives for attendees who use sustainable modes of transportation to reach the event venue. For example, offer discounted registration fees or VIP access to attendees who use public transportation or bike to the event.
Encourage carpooling: Encourage attendees to carpool to the event venue. Provide information on carpooling options and facilitate ride-sharing through various channels such as event websites, emails, and social media.
Offset carbon emissions: Consider offsetting the carbon emissions generated by attendees’ travel to the event venue. This can be done by supporting carbon offset projects such as reforestation or renewable energy projects. Provide information on the carbon offsetting process and encourage attendees to participate.
To find out more about our carbon footprint and sustainability tool track, and how it can help plan and execute fully sustainable events, please get in touch. And find out more about our partnership with ‘You. Smart. Thing.’ too.
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Event organisers should think creatively about encouraging sustainable behaviour at events.
One approach that might be useful to encourage sustainable behaviour in events is the concept of ‘nudging’. Nudging, or nudge theory, is a tried and tested psychological technique that uses subtle cues to influence behaviour without limiting choice or imposing penalties for non-compliance. The idea behind nudging is to make it easier for people to make the right decisions by providing them with information and guidance. Nudging has been successfully used in lots of different fields, including health, finance, and environmental sustainability, to encourage people to adopt healthier, greener, and more sustainable behaviours.
Where are the areas in which nudging could be usefully employed in the events industry to encourage more sustainable behaviour?
Promoting sustainable transportation: Encouraging attendees to use public transportation, carpooling, or cycling to get to the event can significantly reduce any event’s carbon footprint. This could be encouraged by providing attendees with information on the availability of public transportation options, as well as offering incentives for using sustainable transportation (see below). event:decision has recently partnered with travel demand management platform ‘You. Smart. Thing.’ to help organisers of events measure visitor travel impact and start to nudge visitors into more sustainable travel behaviours.
Reducing waste: The events industry generates a significant amount of waste, which has a negative impact on the environment. By implementing a clearly-explained waste reduction program, event organisers can encourage attendees to recycle, compost, and reduce the use of single-use plastics. For example, providing recycling bins, composting stations, and reusable water bottles for attendees to use.
Energy-efficiency: Energy consumption is one of the more significant contributors to the events industry’s carbon footprint. Event organisers could encourage attendees to be more energy-efficient by using low-energy lighting, air conditioning, and heating systems. Additionally, generic information could be provided on energy-efficient practices to encourage attendees to adopt behaviours.
Sustainable food options: Food and beverages are a significant element of any event. By offering attendees sustainable food options, such as locally sourced and organic food, event organisers can encourage sustainable behaviours and reduce the events industry’s carbon footprint. Organisers could also provide information on the environmental impact of different food choices, through signage and packaging, to encourage attendees to make more sustainable decisions.
Incentives for behaviour
Event owners and organisers should also think about how incentives for sustainable choices could be built into the design of nudges to change behaviour. Some ideas could be;
Sustainable transportation incentives: To encourage attendees to use sustainable transportation options, organisers could offer incentives such as discounted tickets for those carpooling, or discounts on event tickets for those on public transport. Organisers could also offer raffles or contests for attendees using sustainable transportation options, with prizes such as event merchandise, or tickets to future events.
Green energy incentives: Organisers could offer incentives such as discounts on food and beverages for attendees who turn off their lights and electronic devices when not in use. Organisers could then provide information on the energy savings from these behaviours throughout the event, highlighting the positive impact on the environment.
Sustainable food and beverage incentives: By offering more attractive prices for sustainable food and beverage choices, event organisers could encourage attendees to make more environmentally-friendly choices. Organisers can offer discounts on food and beverages for attendees who bring their own reusable containers for example, or for those who choose locally-sourced and/or organic options.
These are just a few examples of nudges that could be designed and implemented in the events industry to encourage sustainable behaviour. By making sustainable behaviour easier and more accessible, event organisers and attendees could significantly reduce the events industry’s carbon footprint and promote a more sustainable future.
To find out more about our carbon footprint and sustainability tool track, and how it can help plan and execute fully sustainable events, please get in touch. And find out more about our partnership with ‘You. Smart. Thing.’ too.
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Offsetting your carbon footprint may not be the best solution for achieving true sustainability.
Carbon offsetting, the practice of reducing the effects of your carbon footprint by funding projects that reduce or remove carbon emissions, is often seen as a way to mitigate the negative environmental impact of our daily lives. However, there are several reasons why offsetting may not be the best solution for achieving true sustainability, and that applies to planning sustainable events too.
How offsetting works
The carbon market was established in 2005 with the creation of the Kyoto Protocol, an international treaty that aimed to address global warming by reducing greenhouse gas emissions. Under the protocol, industrialised countries agreed to reduce their emissions of six greenhouse gases, including carbon dioxide. To achieve these reductions, the protocol established a system of carbon credits, known as Kyoto units, which countries could buy and sell in order to meet their emissions reduction targets.
The carbon market operates then through this system of carbon credits, also known as carbon offsetting. These credits represent the reduction or removal of carbon dioxide or other greenhouse gases from the atmosphere, and they are bought and sold on the open market. The most common type of carbon credit is the Certified Emission Reduction (CER), which is issued by the United Nations Framework Convention on Climate Change (UNFCCC) for emission-reduction projects in developing countries.
Companies and governments can purchase carbon credits to offset their own emissions, in order to meet emissions reduction targets. These carbon credits can be obtained from various sources, such as renewable energy projects, reforestation or afforestation projects. The carbon credits are then verified and certified by organisations such as The Gold Standard and the Verified Carbon Standard (VCS) (see table).
Rank
Carbon Offset Standard/Verification
Description
1
Verra (VCS)
Verra, based in Washington DC, the world’s leading certifier, operates the Verified Carbon Standard (VCS) and has issued more than 1bn carbon credits. Its projects have come under criticism of late.
2
Gold Standard (GS VER)
The Gold Standard for the Global Goals, is a standard and logo certification mark program for non-governmental emission reductions projects developed in 2003 by World Wide Fund for Nature (WWF).
4
Carbon Trust Standard
The Carbon Trust Standard was introduced by UK-based The Carbon Trust in 2008 to address business 'greenwash'. The Carbon Standard is only awarded to companies and organisations who measure and reduce their carbon emissions year on year.
5
Climate Action Reserve
Climate Action Reserve is a US-based organisation that provides certification for carbon offset projects, it may not have a such stringent requirement as Gold Standard or VCS. They focus on a range of project types, including renewable energy, reforestation, and capture and destruction of greenhouse gases.
Controversy has arisen about the validity of the certifications provided by some of these schemes. A recent Investigation into the Verra carbon standard found that more that more than 90% of their rainforest carbon offsets were worthless ‘phantom credits’, and even be may worsening global warming.
Many argue that that whole concept of carbon offsetting in the first place is a form of greenwashing and could be used to delay real emissions reductions, while advocates of the practice argue that it can be a cost-effective way to reduce emissions and promote sustainable development.
Buying carbon credits
A number of different organisations offer the opportunity to buy carbon credits. Some are;
Registry/Source of Credits
Description
Credible Carbon
Based in South Africa - sells credits from projects that are independently audited against carbon market standards that have been approved by the UNFCCC
Climate Partner
Founded in Germany and now in North America and EU. Offers carbon offset projects which comply to recognised standards, such as the Gold Standard or the Verified Carbon Standard (VCS).
Greenly
Selection criteria is based on decarbonisation potential and the environmental impact of projects.
Social Carbon
All projects are assessed against 6 aspects of project sustainability: carbon, biodiversity, social, financial, human and natural components.
The problems with offsetting
Growing criticism of the whole concept of ‘offsetting’ carbon footprints has led to some organisations starting to refer to the process as ‘carbon contribution’. This is designed to make the point that purchasing credits should not be viewed as entirely negating carbon footprint-creating activity. Nevertheless, the arguments remain against any version of a credits-based approach being the best solution for achieving sustainability;
1. It relies on a (possibly flawed) assumption that carbon emissions can be easily quantified and offset through the funding of projects such as reforestation or renewable energy. But, the carbon footprint of an individual or organisation is often difficult to accurately measure and can depend on a variety of factors, such as the location of the offsetting project and the method of carbon accounting used. This makes it difficult to determine the real impact of offsetting efforts.
2. It can create a false sense of security and allow individuals and organisations to continue with ‘business as usual’, rather than taking responsibility for planning to reduce carbon emissions. This can lead to a lack of meaningful action towards achieving true sustainability.
3. It can create negative side effects, such as the displacement of indigenous communities in the areas where offsetting projects are implemented. It can also be used as a form of greenwashing, where companies use the offsetting to make their operations appear more sustainable than they actually are.
4. It can be costly and can divert resources from other sustainability programs that can have more direct and long-lasting impact.
Sustainability expert Professor Mike Berners-Lee says;
“There is no such thing as an offset. It’s a bogus concept. If you do something that has a carbon footprint like getting on an aeroplane, there is nothing you can do to undo the fact you have had that impact. “
In some circumstances, offsetting can be a valuable tool for reducing carbon emissions, but it shouldn’t ever be a substitute for the necessary changes in daily behaviours and operations to achieve true sustainability. Instead of relying solely on offsetting, businesses and individuals should be focusing on reducing carbon emissions through changes in daily behaviours and operations. This can include switching to renewable energy sources, increasing energy efficiency, switching to fully recyclable materials, and implementing sustainable transportation options.
To find out more about our carbon footprint and sustainability tool track, and how it can help plan and execute fully sustainable events, please get in touch.
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