Entries OPEN for Power 50 Most Sustainable Agencies UK 2024-5: the benchmark for responsible UK event agencies

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Entries are now open for the event:decision and micebook Power 50 Most Sustainable Agencies, with support from Encore EMEA.

Power 50 Most Sustainable Agencies 2024-5 is now open for entries, marking a unique opportunity for UK-based event agencies to showcase their commitment to sustainability. This definitive list of sustainable UK event agencies will recognise and celebrate the top 50 event agencies that are leading the way in sustainability.

What is the Power 50 Most Sustainable Agencies?

The Power 50 Most Sustainable Agencies is more than just a list – it’s a rigorous, transparent evaluation designed to identify the most sustainable event agencies in the UK. The ranking is based on quantifiable criteria rather than subjectivity, ensuring that only the most qualified agencies make the cut. The list underscores the increasing importance of sustainability in the events industry, a sector that traditionally has faced challenges in reducing its environmental impact and quantifying social benefits. By focusing on measurable practices, the Power 50 seeks to set a benchmark for the industry, encouraging all agencies to step up their sustainability credentials.

What’s involved in the ranking process?

The application process for the Power 50 is comprehensive, ensuring that only the most committed agencies are recognised. Here’s a breakdown of what’s involved:

Company accreditations

Agencies are required to provide evidence of their sustainability credentials, such as ISO 20121 certification, BCorp, Future Fit Business, Planet Mark, Ethical Company Organisation or other relevant accreditations. This stage sets the background for assessing the agency’s overall commitment to sustainability. Accreditations are not just a checkbox; they demonstrate an agency’s adherence to international standards and best practices in business and in sustainable event management.

Event Delivery

This section delves into how agencies implement sustainability across their operations, with a focus on three key areas:

  • Environmental Impact: Agencies must showcase how they minimise their events’ environmental footprint, whether through reducing carbon emissions, managing waste effectively, or sourcing materials sustainably. This includes everything from transportation logistics to the selection of venues and suppliers.
  • Social Responsibility: Beyond environmental considerations, the Power 50 also evaluates an agency’s commitment to social responsibility. This could include fair workforce practices, community engagement, and ensuring diversity and inclusion within the agency and in its supply chain.
  • Governance: Good governance is essential for sustainability. Agencies are assessed on their adherence to best practice, regulations and relevant sector codes and policies.

Why enter the Power 50 Most Sustainable Agencies?

Being listed in the Power 50 is a statement about an agency’s values and its commitment to leading the industry toward a more sustainable future. For clients increasingly prioritising sustainability, being listed in the Power 50 will be a key differentiator. Most Sustainable Agencies also provides agencies with a framework to measure their sustainability practices against the best in the industry. It offers a chance for agencies to continuously improve their practices to meet the evolving standards of sustainability.

The impact of the Power 50

The introduction of the Power 50 Most Sustainable Agencies is a significant step for the UK events industry. It reflects a broader shift towards sustainability, not just as a trend but as a way of doing business. The campaign is expected to drive change across the industry, pushing agencies to innovate and adopt more sustainable practices. The Power 50 will serve as a valuable resource for clients who are seeking partners committed to sustainability. By providing a transparent and rigorous evaluation, the ranking ensures that clients can make informed decisions based on verified sustainability credentials.

How to enter

Entries for the Power 50 Most Sustainable Agencies are now open, with applications accepted from all UK-based event agencies. There is a small entry fee to cover the costs of the evaluation process. Agencies interested in applying should prepare to submit detailed documentation of their sustainability practices, including evidence of accreditations and examples of how they are reducing their environmental impact.

The Power 50 Most Sustainable Agencies 2024-5 is a true collaboration between event:decision and micebook, with support from Encore Global. The deadline for submissions is 8th November 2024, with an opportunity to optimise submissions face to face within the Sustainable Event Show 2024.

Successful agencies will notified and announcements made at micebook Expo in January 2025. For those who may not make the final list, the process will offer valuable insights into where they stand in terms of sustainability and where they can improve.

For more information and to submit your application, access the official Power 50 Most Sustainable Agencies submission area.

How sustainable is your SWAG?

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We’ve all been to exhibitions and events where the battle between branded bags, pens, sweets, USB sticks, and other promotional items is highly visible.

You probably think that much of this SWAG (Stuff We All Get) is just binned shortly after the show, but event SWAG undoubtedly works. Research from the British Promotional Merchandise Association (BPMA) reveals that 79% of people can recall a brand featured on a promotional item they received in the past two years, and 87% keep promotional items for more than a year.

Conversely, according to the 2019 Global Ad Impressions Study by the Advertising Specialty Institute and reported in Forbes, just 21% of branded and promotional items are kept for any length of time. More than half is given away, and 23% is thrown away. Think of that next time you order 1,000 of anything!

So many numbers.

There’s no doubt that much of the SWAG we all currently receive remains a sustainability nightmare due to its disposable nature and its environmental impact. Options around sustainable events SWAG have been around for a while however, meaning the choice around offering SWAG versus its environmental impact is no longer a binary one. 

What’s the case for SWAG?

Promotional merchandise has been a staple in the event industry for decades, serving as a reminder of a brand long after the event has ended. It wouldn’t have endured for so long if there hadn’t been some very good evidence that it works.

According to the BPMA promotional items can significantly boost brand recall. Items like pens, USB sticks, and bags are used repeatedly, reinforcing the brand message each time. SWAG can also be an effective tool for lead generation. Attendees are more likely to visit booths offering free items, providing exhibitors with an opportunity to engage with potential customers. Some studies indicate a direct correlation between promotional items and sales. By creating a positive brand association through useful or fun items, companies can drive purchasing decisions. And providing high-quality and useful SWAG, not cheap throwaways, can enhance client loyalty. When customers receive something of value, they feel appreciated and are more likely to remain loyal to the brand.

…And the case against ‘traditional’ SWAG?

Despite the benefits, there are significant concerns regarding the sustainability of traditional SWAG: Many existing promotional items are made from non-recyclable materials and are discarded shortly after the event. This contributes to landfill waste and environmental pollution. The production of SWAG typically involves several stages of manufacturing, often in countries with lax environmental regulations. The carbon footprint associated with these processes is substantial.  SWAG is often transported over long distances, involving multiple third parties. This not only increases the carbon footprint but also adds to the overall environmental impact. The end-of-life stage for SWAG is particularly problematic, as many items are not biodegradable or recyclable. This results in a significant amount of waste that takes years to decompose.

Sustainable events SWAG  

The BPMA Step Forward campaign, encourages members to investigate and implement more sustainable  practices. For event professionals looking to make more environmentally responsible choices, there are now several sustainable events SWAG options to consider. How about some of the following;

Seed paper products: Items like notebooks, business cards, or bookmarks made from seed paper are not only useful during the event but can also be planted afterwards. The paper is embedded with seeds that, when planted, will grow into flowers, herbs, or vegetables, leaving no waste behind.

Solar-powered chargers: Compact solar-powered chargers for mobile devices are both practical and sustainable. They harness renewable energy from the sun, reducing reliance on traditional electricity sources and encouraging sustainable energy use.

Digital gift cards or e-books: Instead of physical items, consider offering digital alternatives like e-gift cards or e-books. These eliminate the need for manufacturing and transportation, significantly reducing the carbon footprint associated with event giveaways. They provide attendees with value without generating physical waste.

Promises or pledges: For example, the event organiser pledges to buy a book for a children’s library (one book per delegate) and in each SWAG bag is a thank you card created by children that would benefit from the library. A hand written card to each delegate creates real impact.

For those who still want to provide physical SWAG, the eco-range at Team Togs offers a variety of environmentally friendly options. Their products are designed with sustainability in mind, using materials that are either recycled or biodegradable. 

If digital alternatives are better suited, Swagable Bag provides a range of digital SWAG options. Digital SWAG can include downloadable resources, e-gift cards, or virtual experiences, all of which have a significantly lower environmental impact. 

Making informed decisions 

At event:decision our stance on SWAG is merely that we aim to provide the data that helps event organisers make better decisions. Our Impact tool includes data on the environmental impact of every part of your event, including your SWAG, allowing you to make informed choices based on your sustainability goals.

While traditional SWAG offers significant benefits in terms of brand awareness, lead generation, and customer loyalty, the environmental impact can’t be ignored. By exploring sustainable alternatives and making data-driven decisions, event organisers can strike a balance between effective marketing and environmental responsibility, achieving both with just a tiny bit of creative thinking and planning.

Impact: Responsible Event Reviews from event:decision are a fast, simple way to benchmark the sustainable performance of your event, within E, S and G. For more details, get in touch.