Answers to your own questions (yes, really…)

At the Event Industry News Sustainability Breakfast, in April 2026, as expected, the panel ran short of time answering audience questions.

As promised, we asked panel to come back with their thoughts to every question posed.

Here are the panel’s responses.

• Matt Grey Founder & Director at of event:decision
• Chrissie Beck, Founder & Sustainability Director at Worlds Better
• Aarron Mcgurk, Culture & Operations Lead at agency Chorus, now part of Brands At Work.

 

What if your client isn’t really interested in sustainability?

Matt:    If the commercial sense, optics and audience engagement metrics on a sustainable experience are not enough, it’s entirely your choice as to whether you want to work with that client?

Chrissie: Try to understand your client’s goals and objectives and then tweak your response to speak their language. Try to influence their decision by explaining the strategic importance of sustainability (whether that’s brand differentiation, reputation management, risk mitigation, ROI, cost efficiencies) – depending on their role and goals. Explain that there’s an expectation now that events are delivered sustainably. This isn’t a ‘nice to have’ anymore, it’s a strategic necessity.

Aarron: Sustainability doesn’t have to be an add on, you and your business can still operate sustainably. This would mean the operations in Scope 1 and 2 (which are controlled by you) can still be done sustainably with out needing client buy in.

 

What’s your take on “greenwashing”? Too many people act to look good in public, but have very little or no positive impact.

Matt:    I think this is a valid point, and applies to all channels, not just events. Legislation is coming on Green Claims, but I suspect despite a lot of noise, that few events will be impacted.

Chrissie: Like Matt has said there’s a new piece of legislation coming in September 2026 (Empowering Consumers for the Green Transition Directive/ECGTD) that has been developed to eliminate greenwashing. You won’t be able to claim you have ‘delivered a sustainable event’ or are a ‘sustainable supplier’ without having robust data or (audited) certifications to back it up.

Aarron: I don’t come across greenwashing that much to comment. Which could be positive?

 

For venues with low budgets where there isn’t resource for measurement, consultancy, certification, training & where management say no due to cost. What do you do?

Matt:    Measurement or certification by an external party will cost money, of course. But you could start by simply counting the number of meetings & events at which you deliver sustainability service a, b or c, and demonstrate this as a % of your portfolio?

Chrissie: There are a lot of (free) resources and tools available online that you can investigate (SDG’s, SME Climate Hub, event:decision, Greengage, isla, Sustainable Event Guide etc) – these might include industry white papers, toolkits, webinars – educate yourself to understand what makes sense for you to focus on first and start there. Also keep coming to events like the Sustainable Events Lounge to meet others in your position and hear what they’ve done! Worth noting to management that you’re likely losing business to other venues that have solid sustainability strategies/credentials.

Aarron: This sounds like there is not much wriggle room. It might be that your only choose is to make some positive steps independently which could be small for now. Things like a roster of equipment and energy ratings, how often appliances like dishwashers run and how much water is used and start to build these things as a business case to take to management eventually and try and get buy in then.

 

You asked before who was responsible for calling out supplier claims that may not be true. My question is how we can do that robust verification as an agency?

Chrissie: As part of your procurement process you should be conducting supplier assessments when you start working with them (check their documentation & commitments). When you work with them conduct regular reviews of their services and progress towards their targets – this may need to include on site audits of their facilities, or of them delivering services for you on site to check they are doing what they claim. The reality is; as an agency you are responsible for your supply chain. You should have processes in place to assure your suppliers are verified.

Aarron: Less about calling out and more about bringing in and alongside. Work closely with procurement and specifically obtain evidence of claims e.g. full policy or certificate. After review of these which can be a bi monthly cadence you can either rank suppliers and change approach or meet with them to see how things are developing.

Matt:    Some agencies we work with deliver just this. Gathering certifications and metrics on delivery at project-by-project level. If you’re a client or agency, using Impact: AdVantage and (shortly) Impact: VENUEmark will aid this process greatly.

 

What do you think is the best way to educate clients about sustainability before starting event planning?

Aarron: Use their orgs ESG statement and create approach to helping the marketing or other department align with the overarching goals, include in pitches etc. Explain how you are solving their problem with the event you are producing at the same time how the way you work aligns them with their own ESG. Sort of flipping it on the head a bit.

Matt:    Embed a measurement, benchmark or certification within your process. Likely you won’t have time to deliver education to clients on each & every project?

 

Would love to hear panel’s thoughts on getting the ‘badge’ and progress then slowing down. Is that true?

Matt:    I mentioned this in the keynote. There is evidence that the achievement of higher-level accreditations (gold, silver, bronze level etc.) is not increasing amongst the agency sector. See the Most Sustainable Agencies 2026 campaign. I would say there is evidence of increasing numbers of accreditation across the agency sector, yet less evidence of associated behavioural change in event outcomes.

 

What do you think is the biggest current challenge in the events industry regarding sustainability?

Matt:    Understanding that sustainability is a growth and resilience driver, not a cost-center

 

The problem is you all assume everyone thinks like you. Insulting everyone who doesn’t won’t help your cause.

Matt: I’m sorry if you feel insulted. If you would like to put forward an alternative view of sector behaviour in sustainability please get in touch separately & we’ll be glad to give you a platform?

Aarron: I hear you, the session was a little less 101 this time around – with some more advanced thinking. Our intention was to shake things up a little to make the sessions more engaging and offer more value, please do reach out to us for more help and resources that could match where you are on your journey.

 

What’s happening with recycling? It seems hotels and venues have regressed since Covid. Shouldn’t guests have multi-colored bins in their rooms.

Matt:    Not an area of expertise for me, but one hopes that bedroom waste is streamed at contractor level within the process & that separation of streams at a bedroom level is not cost effective.

Aarron: Recycling is a bite archaic now and invisible. As Matt said its happening at service level, e.g. first mile sorting center. Its quite hard to know exactly what makes it through the process especially when some types of packaging are not washed or bagged incorrectly.

 

If you had a magic wand, what is one thing you would like to see change, or be implemented in 2026/2027?

Matt:    Opening the eyes of event sales and account directors that they can use existing tools to drive new and retain business.

Aarron: Slow down! Making travel part of an experience.

 

Where does human sustainability stand in your business and for your clients?

Matt:    A vital part of the responsible event mix, I believe the S in ESG is hugely underplayed and under-reported.

Aarron: Front and centre. Its People, Planet, Partners & Profitability. People kind of top of the hierarchy but it is a blend. We can do anything if the people aren’t trained, rested or understood.

 

Is [the above] in conversations and being actioned for clients and your internal teams?

Matt:    Not as much as it should be, suspect it is an expected function of event supply. The tools are ready for you to start quantifying Social Value.

 

In a smaller company it can be harder to make sustainable choices when you’re working on tight financial boundaries, esp from Senior management.. any advice?

Matt:    There’s always an easier and cheaper way to do things. Ultimately it’s up to you to be accountable for the product you want to deliver. I would challenge whether margins are necessarily tighter in a smaller company than a larger one – overheads can be fewer in smaller entities.

 

Is it wise to assume everyone shares your perspective on sustainability or what it looks the same to them? If prescription doesn’t work, what would you suggest?

Matt:    Sustainability perspectives differ as much as views on any subject, but there does appear to be a direction of travel.  If prescription doesn’t work, probably best to engage in constructive dialogue. Not all suppliers and clients are meant for each other? That said, many of the decisions in event sustainability align strongly with commercial decisions, so you may be delivering some pretty good outcomes already?

 

Sustainability is a matter of culture. How can we influence decision makers to see sustainability as an added to our offer?

Matt:    I think sustainability and responsibility is more than culture, it’s a proposition and a function of the service or product you offer. It’s hard to argue against delivering a responsible product and demonstrating so, with tools such event:decision’s Impact.

 

You mentioned food leftovers during the events. Many clients don’t allow bringing food to anyone due to potential issues. Is there any way to work around this?

Matt:    Yes. Professional (whether charity or for profit) organisations that deliver food redistribution service should have indemnity policies, ask them, this hurdle has been overcome many times.

 

As a venue, especially without budget for formal tools or consultancy, how do you realistically measure sustainability and track progress?

Matt:    Measurement or certification by an nexternal party will cost money, of course. But you could start by simply counting the number of meetings & events at which you deliver sustainability service a or b and demonstrate this as a % of your portfolio?

 

The new 20211encourages us to align our goals with the UNSDG that we can support. Do you align your offerings accordingly? What has been the client response?

Matt:    Yes. event:decision’s Impact: Event directly references UNSDGs.

 

The menu thing is annoying. Loads of places have decided to impose vegan menus on clients who are paying. Have the option but don’t force it on people.

Matt: Exactly, forcing choices is not a choice at all.

 

Any ideas for sustainable event gifts/ swag?

Matt:    There are many options and suppliers who offer them – but a popular one is to give away digital memberships, publications or donations to a cause the user can choose, rather than physical items that may (or not) have a use and a lifecycle.