Learning from large-scale events on social value and purpose

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event:decision’s latest quarterly Impact report revealed that the UK event industry is lagging behind in increasing social value and purpose when considering the overall sustainability of events.

It’s an aspect that larger scale and global events have set benchmarks for in recent years, creating significant social impact through thoughtful event planning and execution. In looking at some of the ways they have approached the social value and purpose of these larger events – at every stage in the event production cycle – smaller event organisers can learn some useful lessons.

1. Event design – put social value and purpose on the agenda

Right at the very outset of planning their event these larger event organisers put increasing the social value and purpose of their event high up the agenda by:

  • Planning for social value.
  • Involving the stakeholders early on.
  • Capturing local needs and priorities.
  • Placing local basic needs at the core of the social value delivery.
  • Establishing a ‘social value’ strategy.

“For the Rio 2016 Olympic and Paralympic Games we had a series of dialogues with organisations of civil society, so we gathered with 50 NGOs from different themes, we presented to them a first draft based on a materiality analysis on what the needs of the local population were, and they gave us feedback on what were the priorities and needs.”

Tania Braga, Former Head of Sustainability, Accessibility and Legacy, Rio 2016

For Rio, the local organisations identified training and skills leading to better future employment opportunities as being  basic needs and a key social value for their communities. So; at-risk women in poor communities in Rio were trained in design, quality control and basic managerial skills and hired to make the 22,000 cushions that decorated the athlete’s apartments; young apprentices received training in sports and event management, and were given first job opportunities at the Games, and; some 1,450 young professionals were also offered training and skills in technology and subsequently jobs with Olympic Broadcasting services (OBS).

Lessons for smaller events

Deciding from the outset that social value will be part of the event’s core purpose will ensure it is front and centre in all your planning. Identifying what basic social needs there are in the local area of your event, and what the real local priorities are, will also help you consider aspects of the event that could be really useful (such as providing jobs and on-site training, as in the Rio 2016 example), rather than imposing your own ideas of what ‘social value’ looks like in that particular community.

2. Event planning  – engage the local community

Throughout the event planing process keep coming back to the core questions that will help you deliver event value and purpose for your event:

  • How will this benefit the community?
  • What is the likely social return on investment?
  • Does it meet the community’s needs?

“We worked with the host cities from the beginning of the project, we organised a meeting with the host cities to explain what we would like to do with our event and we explained to them that for the bid process, we will evaluate what kind of legacy they want for the host cities. We had them identify social environmental issues and explain how the event can help them to solve these issues.” Delphine Benoit-Mayoux,

Former Impact & Legacy Coordinator and Head of Sustainability, France 2019 FIFA Women’s World Cup

Lessons for smaller events

Establishing strong connections with the local community around your event and fostering a community spirit by involving local groups and charities in planning and execution  – as well as asking them to help you in identifying social needs and priorities – will ensure that the event reflects the diverse needs of the community and genuinely delivers social value. This will probably involve more listening on the event manager’s part than talking.

3. Implementation and post-event: plan for legacy and impact

Increasing social value and purpose in events by definition isn’t a one-off activity so you should be planning from the outset how to make sure there is a lasting impact from your event, not just on the day(s) that it takes place. This is easier of course if it’s an event that repeats, where you can build up some longer term community projects, but even one-off events can think about their social legacy. Steps to consider are

  • Launching legacy initiatives (such as a charity or Foundation) as part of the event to ensure lasting social impact.
  • Continued public engagement.
  • Re-visiting the social value strategy to ensure it stays relevant.
  • Applying lessons and sharing.
  • Ongoing measurement and assessment of impact.

Lessons for smaller events

For some larger events charitable foundations have been launched to set-up to manage community initiatives, which you could consider on a small scale. But even just thinking about raising money for charities that are important locally, and how to extend that further by involving those charities in your event, can be very worthwhile. You don’t have to build a community stadium or create a 1,000 jobs to have a meaningful impact locally.

“The company distributes large amounts of money to Greenpeace, Oxfam, Water Aid and other humanitarian causes which enhance the fabric of our society. In the running of the event the Festival deliberately employs the services of these organisations, increasing the amounts they can raise towards their objectives.”

Michael Eavis, Founder Glastonbury

By drawing inspiration from large-scale events, smaller event organisers can implement scalable strategies to enhance the social value and purpose of their events. These initiatives not only make the events more enjoyable and meaningful for participants but also positively impact the broader community and enhance the sustainability of the event. Starting by engaging the local community to identify their basic needs, then asking questions and listening, means even a small initiative can leave a lasting positive imprint on both event attendees and the local area.

For more details about Impact (ESG) Assessments and Track (carbon reporting for events) do get in touch.

 

Impact Q1 2024 event industry sustainability performance

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The very first of event:decision’s quarterly Impact updates on event industry sustainability performance brings you a summary of industry collective attainment in sustainability: 

Who are we?

event:decision® is a team of #EventProfs now providing data to almost 200 event and agency brands.We provide proof points for responsible planning, by measuring the sustainable performance of your event. Our proprietary tools and services with which we support the industry, are:

  1. Track, event carbon audit & advisory services.
  2. Impact, event ESG assessments & benchmarking.
  3. Evolve, association, congress and exhibition sustainability services.

All three widely used by event brands and driven by commercial factors, by legislative demand and, dare we say, a moral imperative to deliver events ‘better’.

Industry Performance

The event:decision Impact tool quantifies event sustainability performance by the number of factors within each of Environmental, Social and Governance (ESG) that individual events are actioning.

These statistics are the results of self-assessment by event owners, directors and producers, scoring if <30 factors across ESG are (1) being actioned (2) not being actioned or (3) not applicable to event type.

Here is where we stand across the event sector on ESG as a whole, from January to April 2024:

event industry sustainability

 

 

What does this mean?

Governance (event organising processes) ranks the highest, as befits a professional industry.

Environmental factors are ranking as more than 60% actioned, on average, likely the highest ever, given the surge in environmental consideration within the event sector since 2021.

Social factors are lagging. No surprise given the relative youth of serious discussion regarding the social benefit of events in many areas of our industry.

Focus

Each quarter we’ll highlight some of the most noticeable factors, by virtue of being well-covered by planners, or the opposite of such, as defined by Impact assessments.

Environmental factors

Social factors

  • 76% of planners state that their company has a Living Wage policy in place for event contractors and suppliers.
  • 20% of planners state they try to address at least one of the United Nations Sustainable Development Goals (SDGs) within their event scope.

Governance factors

  • 61% of planners state that their event client sits within scope of the EU’s CSRD carbon-reporting legislation.
  • 72% of planners state that their organisation already holds specific sustainability accreditation.

How do we improve both Environmental and Social metrics?

Take a look at the ESG metrics under assessment within the event:decision® Impact tool. You can do so with no commitment or financial charge, after all, our aim is to support the transition of the event industry toward a more sustainable future.

There are other resources available, both free and paid, including the UN SDGs and an updated ISO for event planners in 2024. To understand and benchmark your own events, event:decision provides proof points for responsible planning, by measuring your event sustainability performance.

For more details about both Track (carbon) reporting, Impact (ESG) Assessments and Evolve (Exhibition and Association events) get in touch.

 

better event measurement

The Future is Measured

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Why Better Event Measurement Means Better Event Planning

In the world of the event professional, the call for sustainability is no longer a whisper but a shout through the corridors of conference halls, the fields of festivals, and the digital spaces of virtual events.

Your attendees are not looking for you to solve the world’s problems via your event. But they are looking for you to publicly keep your promises to deliver sustainably.

Sustainability begins with an understanding of the impact of events – and to understand impact you need measurement. To plan sustainably, event planners must delve into the world of carbon footprints then extend their gaze beyond, and embrace an intricate web of analytics and data insights.

The crucial first step: carbon footprint calculation

Carbon footprint calculation is the cornerstone of sustainable event planning. It offers a quantifiable measure of the environmental impact that an event has through the emissions of greenhouse gases (GHG). By meticulously tracking everything from energy consumption of the venue to the transportation used by attendees, event planners can grasp the carbon costs of their events. Our own product Track is designed to make this simple for event planners with no need for data input or training on the part of the event planner.

But, calculating a carbon footprint isn’t just about tallying up numbers. It’s an exercise in environmental awareness, spotlighting the areas where an event’s environmental impact is most significant. Whether it’s through destination & venue selection, energy-efficient lighting, electronic ticketing, or sourcing local food to reduce transport emissions, each decision is a step towards a smaller carbon footprint.

Beyond carbon: the spectrum of sustainability metrics

Sustainability doesn’t begin and end with carbon. It covers a much broader spectrum that includes water usage, waste generation, and even the socioeconomic impacts on the local community. Effective sustainability measures requires a 360 degree view that captures not just the environmental, but also the social and economic aspects of an event.

For instance, water usage at events, often overlooked, can be substantial. Measuring this usage not only helps in reducing consumption but also in setting benchmarks for future events. Similarly, waste management – quantifying it, adopting ways to minimise it, and finding pathways for recycling and composting – plays a crucial role in sustainable event planning.

Complex decisions require in-depth measurement

Event planning is a series of complex decisions, each with its own sustainability implications. To make informed choices, event planners should use robust measurement tools that provide in-depth insights into every aspect of the event. event:decision has a suite of interlocking tools designed just for this purpose.

Insights call for detailed life cycle assessments of products and services used, evaluation of the supply chain for sustainability credentials, and analysis of attendee behaviour for insights into sustainable practices. The objective is to establish a holistic sustainability framework that can guide every decision, from the most mundane to the most significant.

The role of data insights and analysis

Don’t be frightened! Data insights and analysis are the compass by which event planners can navigate the rough seas of sustainability. Through careful data collection and analysis, planners can identify trends, predict outcomes, and assess the effectiveness of their sustainability initiatives. This can be a really simple process.

For example, by analysing the travel patterns of attendees, planners can offer more sustainable transport options or even adjust the event location. By gathering data on resource consumption, planners can identify opportunities for using renewable resources or cutting down on unnecessary usage.

Implementing sustainable event technology

Technology plays a crucial role in facilitating better measurement and analysis. Event technology can track real-time data on resource consumption, manage waste more efficiently, and even measure attendee engagement with sustainability initiatives.

From apps that help attendees travel more sustainably to platforms that facilitate virtual attendance – thus reducing the event’s carbon footprint – technology should be an enabler of sustainability, as well as the means to measure it. It also serves as a medium for transparency, allowing event planners to share sustainability metrics with stakeholders, thereby fostering an ethos of accountability.

This allows you to make your attendees feel good about attending, surely a must-have for all planners.

Challenges and opportunities

Measuring sustainability is not without its challenges. It requires a concerted effort from all stakeholders involved in an event, and it necessitates investment in the right tools and expertise. However, the opportunities it presents are significant. By adopting rigorous measurement practices, event planners can not only reduce the environmental impact of their events but also position themselves as leaders in the domain of sustainable event planning.

Will you get all the credit for delivering sustainably? Probably not.

But as someone once said:

It’s amazing what you can achieve when you don’t care who gets the credit.

To find out more about how we could work with you to achieve all your event sustainability and event measurement goals in 2024, get in touch.