January 2024 - event:decision

2024 brings new challenges but also opportunity to the events sector.

We’re at a pivotal point, evolving rapidly in response to global changes. In 2024, my view is that the focus will increasingly be on sustainability, aligning with corporate responsibility, and harnessing technology for more effective planning. ESG (Environmental, Social, and Governance), ROI (Return on Investment), and AI (Artificial Intelligence) are the three areas that are key to this transformation. Here’s how I think they will transform the event landscape in 2024

ESG: Environmental, Social, and Governance

Environmental, Social, and Governance (ESG) criteria have become key factors in event planning, reflecting a shift towards more responsible and sustainable practices.

Environmental: This element emphasises reducing the carbon footprint of events. It involves choosing eco-friendly venues, minimising waste, and promoting recycling. Sustainable transportation options for attendees, like electric shuttle services, and using digital materials over printed ones are also under scrutiny, as is event format – linking to international travel.

Social: Here, the focus is on creating events as a force for good. From social enterprise suppliers to engaging local organisations. This includes ensuring diversity in speakers and attendees, and making events physically and virtually accessible to people with different abilities. Engaging with local communities and incorporating social elements, such as charity fundraisers or community service projects, will also enhance the social value of your event.

Governance: Strong governance involves transparent and ethical decision-making. For event planners, this means adhering to regulations, ensuring data protection, and maintaining high standards of integrity and accountability in all operations.

ROI: Return on Investment

For successful sustainable events in 2024, measuring the success of an event goes far beyond the number of attendees or the financial metrics. ROI now encompasses a broader spectrum of benefits, including long-term brand value, attendee satisfaction, and alignment with corporate values.

Financial ROI: The traditional aspect remains crucial. It involves careful budgeting, efficient resource allocation, and maximising financial return through strategic partnerships and sponsorships.

Brand and Reputation ROI: Events are an extension of a brand’s image. A successful event that aligns with a company’s ESG goals can significantly enhance its reputation and brand value, leading to long-term benefits. Note: this will extend to your sponsors & partners – do their values enhance or detract from yours?

Learning and Engagement ROI: The quality of content and engagement at an event is crucial. Interactive sessions, networking opportunities, and high-quality speakers contribute to the intellectual and professional value for attendees, impacting the overall ROI.

AI: Artificial Intelligence

Artificial Intelligence has become an indispensable tool in modern event planning. AI can streamline operations, offer personalised experiences, and provide valuable insights.

Personalisation: AI-driven algorithms can tailor recommendations for sessions, networking opportunities, and activities based on attendee profiles, enhancing the overall event experience.

Operational Efficiency: AI can automate operational elements of event management, from registration to feedback collection, making the planning process more efficient and reducing human error.

Data Analysis and Insight: AI tools can analyse vast amounts of data to provide insights on attendee behaviour, preferences, and feedback. This information is invaluable for improving future events and measuring success in real-time.

The event planning industry in 2024 will continue to be dynamic, driven by a commitment to sustainability, a focus on holistic returns, and the intelligent application of technology. By embracing ESG principles, evaluating ROI in a comprehensive manner, and utilising AI for efficiency and personalisation, event planners can create impactful, memorable, and sustainable events. The future of event planning will not just about logistics and entertainment; it’s about creating value-driven experiences that resonate with attendees and contribute positively to the broader community.

Get in touch if you want to hear more about sustainable events in 2024!

Introducing one of our favourite sustainability heroes

We’re starting 2024 with a fascinating chat with Megan Williams, Project Coordinator at Production Bureau, and one of our event sustainability heroes

Q: How did you first became interested in sustainability?

“My interest in sustainability started while I was studying International Events Management at university. One of our modules was focused on sustainability in events which showed just how wasteful the event industry can be and the impact that it is having on the environment. After starting work, I saw this first hand and this then spurred me on to see what I could do to help reduce the impact our events are having. The pandemic encouraged this further by showing the world the impact that we are having and that by making changes (big and small) we can make a difference.”

Q: What sustainable habits are important to you?

“Reducing the amount of waste is one of the biggest concerns of mine. I believe that if everyone put a bit more thought into what they are throwing away and how they are disposing of it, then the amount being sent to landfill would be reduced significantly. There are so many items that get thrown out without thought, when actually they could be used for something useful by someone else. Over 2023, we have seen a bigger interest in recycling and reuse and have worked with our clients to make sure this has happened which has been great to see. One man’s trash is another man’s treasure.”

Q: Have you any tips or tricks for living a more sustainable lifestyle that you’d recommend for others?

“Education and awareness. Just be more conscious of the impact you are having. The last three years have been a big eye opener for us all, but there are so many people that have gone back to old habits and not thinking about the impact that they are having. Sustainability as a whole is an area that I think more people need to learn more about. We all have a responsibility to do what we can and think differently about living differently.”

Q: Are there any new areas of focus you might have for your sustainable habits looking forward to 2024?

“Moving into 2024, I hope to continue to focus on reducing the impact of our events and in terms of new focus, I want to get more people involved in making a change. The main focus for us in 2024, is making sure our suppliers are operating in a similar way to us, and sharing in our thinking, so that will be a big focus for 2024. We have already made some great strides in the way we think and act in terms of our design and build processes, and I know my fantastic colleagues throughout Production bureau are as keen as me to make a real difference. 2024… bring it on !”

If any of you would like to find out more about how we could work with you to achieve all your event sustainability and ESG goals in 2024, get in touch.

Embracing the Future: Sustainable Events in 2024