What does an analysis of 75 industry reports tell us about event sustainability?
We carried out an analysis of 75 event industry reports and white papers from the last 24 months to assess the state-of-play in sustainability
The sources reviewed (full list at the base) offered us a detailed insight into the evolving dynamics of sustainability within the events industry, highlighting some shared perspectives, emerging patterns, notable differences, and significant developments over the last few years. Below, we’ve pulled out the common themes and differenced, as well as trends we see emerging from the analysis.
Common themes
Growing emphasis on sustainability: every source underscores the increasing prominence of sustainability in the events sector, signalling its shift from a secondary concern to a primary focus. Some more recent sources suggest a cooling of priority when placed next to financial constraints.
Changing attendee expectations: there is a clear trend of event participants expecting organisers to adopt and showcase sustainable practices.
Focus on metrics and accountability: many reports stress the necessity of establishing reliable systems for measuring, reporting, and benchmarking sustainability efforts to track progress effectively.
Areas of divergence
Regional priorities: reports, including the International Planner Sentiment Studies for 2022, 2023, and 2024, consistently highlight regional differences in sustainability priorities. For instance, European stakeholders tend to prioritise sustainability more highly than their North American counterparts.
Expanding sustainability scope: earlier reports focused primarily on attendee travel, while newer ones have broadened to encompass Scope 3 emissions, integrating supply chain and partner considerations.
Trends and developments
Authenticity and tangible outcomes: the focus is moving away from superficial sustainability claims towards showcasing genuine, measurable and demonstrable outcomes through well-documented sustainable actions and reporting.
Collaboration as a cornerstone: sustainability achievements increasingly rely on collaborative efforts between event organisers, venues, suppliers, and attendees to create impactful results.
Embedding sustainability into strategy: sustainability is becoming an integral component of overall event strategies, influencing decisions on aspects like venue selection, catering, transportation, and waste management.
The role of innovation and technology: technological advancements are pivotal in driving sustainability forward, from carbon tracking and virtual event platforms to AI-driven solutions for environmental impact analysis.
Evolution over recent years (2022-2024)
Shifting perception from “value add” to essential utility: sustainability, once seen as an ‘extra’, is increasingly viewed as a basic expectation, particularly in venue selection.
Changing criteria for destination selection: the 2024 International Planner Sentiment Report reflects a shift in priorities, with a new emphasis on cultural identity and social impact replacing traditional metrics like sectoral strengths and venue quality.
Greater reliance on data and technological tools: a growing emphasis on data-driven decision-making is evident, with sustainability initiatives leveraging technology and data platforms. The 2021 ICE Research report highlights the growing adoption of virtual and hybrid event solutions, emphasising data’s role in fostering sustainability.
Taken together, the sources portray a profound transformation in the events sector, where sustainability has evolved from a peripheral issue to a core value. Despite the persistent challenges of budget constraints and a lack of standardised practices, the increasing awareness, commitment, and adoption of innovative approaches found in these reports indicate a promising trajectory towards a more sustainable future for the industry.
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Sources:
31st UFI Global Barometer July 2023, 33rd UFI Global Barometer Aug 2024, 2022 Global Report on International Planner Sentiment Final, 2023.24 – Sustainability Census Report, 2024 Event Industry Trends eBook, A Sustainability Pulse Check for Events, Achilles Advanced Carbon Management Planning eBook, Achilles Carbon 101 eBook, AGF Festival Carbon Footprint Report 2023, Australian climate active carbon neutral standard events, Better Stands, CEIR Global Virtual Event Trends Report, CIT ACC Liverpool Report, CIT SOTI (multiple), Cities Restart Report The Importance of Restarting International Conferences & Business Events to City Economies, CUSHMAN Global Sustainable Events Charter External Summary, emc3 ebook 2024, Eventsforce Research Report UK June 2021, Friday5 Reporting April 2023, Grip WhitePaper Competitive Advantages of Event Organisers 2023, IACC Internet Guide for Planners and Venues, IBTM Trends Report 2025, IBTM world 2024 trends report, , ICE21 Research, IMEX America IA21 Sustainability Report, International Planner Sentiment Report 2023, Knowland 2024 State of the Meetings Industry Planner Survey, London Excel Report event with intent, National Environmental Services Survey Insights 2023, Net Zero Carbon Events 20230726 Best Practices, NZCE SPWM Guidance Document 13-Dec-23, NZCE Trade Show Travel Balance Jan24, Power50 Workshop Report, Rapier Group How is the future of in-person events and exhibitions evolving, Reuters, Reuters Scope, Shaping a Sustainable Future – CN-MC Whitepaper, Shaping a sustainable future – One year on M&IT / Manchester Central, Skift Meetings Megatrends 2024, SOE Report FINAL, SOTI report 2021, SOTI 2023, Supplier Engagement Guidance, Sustainable Hospitality – The Priorities of Today’s Event Attendees, Sustainable Aviation Fuel Report, SWAP The Evolution of Events, SWAP The Future is Hybrid, TBOE 2022 global report on international planner sentiment, The Event Planners Guide to Good Data Management, The Evolution of Events – Swapcard, The state of in-person B2B conferences from Bizzabo, The Net Zero Transition ’25, The Power Guide Edition3, TPI Bulb UAE, UFI Waste-Management Sept 2020, UK Events Report 2020, UK EVENTS Report 2024, UN Global Compact Uniting Business Live 2020