Answers to your own questions (yes, really…)

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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.

 

 

The Story of the Empty Table

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The fundamental misunderstanding at the heart of event sustainability

At an industry event in the US this week, the room was set with breakout session tables. Each had a small card on it naming the topic of conversation: AI, RFPs, talent, M&A, you know the drill. Every table had fifteen plus people crowded around it.

Except one.

The one marked “Sustainability” had a host, a coffee, and no one else. For the entire double session.

That image is the most honest summary of where event sustainability sits in 2026 that I have seen all year.

Not because the industry doesn’t care – plenty of people in that room genuinely do.

But because the industry has misunderstood what sustainability actually is, where it lives in the value chain, and why it matters commercially. And until that misunderstanding is corrected, the sustainability table will keep being the empty one.

So let me say the thing the industry keeps tiptoeing around.

An event is a product. And a well-delivered product is worth more than a poorly delivered one. An agency with data on a well-delivered portfolio is worth more than one without. Sustainability is not separate from product quality – it is part of it.

Every other misunderstanding flows from getting that wrong.

Misunderstanding 1: sustainability is a department

Walk into most agencies and “sustainability” sits in a slide deck, a policy document, or a single person’s job title. It is treated as a parallel workstream – something the operations team does alongside delivering the event, in the same way they might do GDPR compliance or insurance.

That framing is why the table was empty. If sustainability is a side dish, of course people would rather talk about the main course.

But events aren’t built that way. The carbon, the social value, the supplier choices, the venue, the catering, the travel pattern, the freight – these aren’t bolted on to the event after the fact. They are the event. The product and its responsibility are the same thing, made of the same decisions, signed off by the same producer.

Treating sustainability as a department is like treating “tasting good” as a department in a restaurant.

Misunderstanding two: that a badge is the same as an outcome

This is the trap we wrote about recently – and it is the single most expensive misunderstanding in the sector right now.

A buyer plans a Sustainability Summit. They shortlist three accredited venues at (maybe) two to three times the price of capable alternatives. They feel good about the credentials on the wall. And then they realise the cheapest “uncertified” option happens to sit directly on a tube/subway/rail line, while the gold-tier venue is a fifteen-minute cab ride from anywhere useful.

For a corporate audience, between 70 and 90% of the event’s footprint will come from how the attendees travel to it. The well-connected venue, with no badges over the door, will almost certainly produce the lower footprint. And the budget saved against the inflated “accredited” price can then be spent on catering, fair supplier pay, food redistribution and proper measurement – the things that actually move the dial.

Common sense beats badge-chasing. Every time. Not because accreditation is worthless – it is a useful starting point – but because outcomes are what the event is being judged on, not the décor of the procurement process.

If you find yourself paying a premium for a logo on a website while making your attendees’ lives harder, you are buying the wrong product.

Misunderstanding three: being responsible is a cost, not a value

This is the one that hurts agency owners most – because it is silently shaving multiples off their businesses.

We made the case here. The short version: responsibility data is no longer a reporting obligation. It is a valuation asset. Two or three years of structured, benchmarked, independently verified evidence of how an agency performs across its portfolio is now one of the most underleveraged levers an owner has before a sale, a raise, or a strategic conversation. PwC, EY, KPMG and Deloitte are all saying the same thing in different words: buyers price ESG evidence into multiples, and they discount the absence of it.

In other words, the agencies treating sustainability as a cost are funding the multiple expansion of the ones treating it as a product feature.

The product test

If you want to know whether your agency has understood this yet, try a simple test.

When you describe a recent event to a client, do you describe what you delivered – the experience, the engagement, the room, the moments – and stop there?

Or do you describe how well it was delivered, how the event delivered positive outcomes, not just in the quality of powerpoint and video and indoor fireworks (all very good, I’m sure), but also for the local area & team. How you brought the food growers into the room, allowed junior crew to gain experience and delivered hands-on workshops to local partners? That the event generated $435k in social value and was still described as ‘the best ever’, with the same confidence?

The latter is the product spec of a modern event. The former is an event from 2005 wearing a 2026 jacket.

A well-delivered event is one where the experience landed, the budget was respected, the supply chain was treated fairly, the footprint was measured, the social value was celebrated, and the outcomes were reported back. That is not six things. That is one thing: a great product.

A poorly delivered event is one that looked great on the night and left no evidence behind. There is a market for that product. It is a smaller market than it used to be, and it is shrinking.

So why was the table empty?

Because the industry has been told for a decade that sustainability is hard, clients don’t want to pay, it’s really technical, and ultimately just find an accredited supplier (read: someone else’s problem).

None of which is true. It is none of those things when you treat it as part of the product.

The agencies that have understood this aren’t sitting at the sustainability table at industry events. They are at every table – because they have stopped treating it as a topic and started treating it as a property of the work.

That is the shift.

Events are products. Responsibility is a product feature. Measurement is the receipt. And the agencies that get this first will be worth materially more than the ones still arguing about which logo to put on the website.

The badge on the door doesn’t deliver the event.

You do.

 

event:decision helps event agencies and corporate event teams measure, benchmark and improve the environmental and social outcomes of their events – building the evidence that turns good intentions into a better product, and a better product into a more valuable business.

Further reading:
– Badges or reality?
– Agency owners. Your worth could be more than you think.

Badges or reality?

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The badge trap: why “sustainable” badges can mislead event buyers – and what to look at instead

 

A venue or agency with the best certifications isn’t automatically the best choice. For most corporate events, the biggest sustainability decision you’ll make has nothing to do with badges on the wall.

Earlier today, we spoke with a Head of Events planning a Sustainability Summit in London. She was looking at venues with strong sustainability credentials and had hit a wall: the accredited options were coming in at two to three times the price of perfectly capable alternatives. She wanted to do the right thing. The budget didn’t.

The honest answer caught her off guard.

For a London audience, the single biggest sustainability decision she would make is whether the venue sits on a Tube line.

That may sound reductive, but it points to a bigger issue across the events industry:

Badges measure inputs. Buyers should be paying for outcomes.

Sustainability badges and accreditations have proliferated across the events sector, and many of them are genuinely useful. They signal that a venue has policies, systems and operational processes in place around energy, waste, water use or procurement. That tells you something important about how the building is run.

But it tells you remarkably little about the actual impact of your event.

For most events, between 70–90% of total carbon impact comes from attendee travel, accommodation and logistics – not the venue’s lighting system or recycling programme. A venue can hold every certification available and still host an event with a significantly higher footprint than a less “decorated” alternative.

We still smile wryly at the request on a well-known online forum for a “sustainable venue with 300+ car parking spaces”.

Back to today. This Sustainability Summit was a perfect example.

A ‘gold-tier’ accredited venue, a 2-3x the price – sat awkwardly for public transport. The alternative venue, with fewer visible sustainability credentials, is directly connected to a major public transport interchange.

If even a proportion of attendees end up taking taxis because a venue is difficult to reach, no amount of efficient HVAC systems or reusable signage will offset the emissions that follow. In practical terms, the more accessible venue was likely to produce the lower overall event footprint.

And it would free up budget for the interventions that genuinely move the dial:

  • Lower-impact catering choices
  • Fairly paid crew and suppliers
  • Local sourcing
  • Food redistribution and waste reduction
  • Better event measurement and reporting

Because responsibility is bigger than carbon alone.

A truly responsible event isn’t just one that emits less. It’s one whose supply chain treats people fairly, creates positive local impact, and leaves something behind in the community it visits.

That’s where many badge-led procurement processes fall short. They focus heavily on venue operations while ignoring the wider outcomes generated by the event ecosystem itself.

So instead of asking:

“Is this venue sustainable?”

Event organisers should start asking:

1. How will attendees actually get there?

What percentage can realistically travel by public transport? How much travel-related carbon will the location create or avoid?

2. What does the event supply chain look like?

Who is catering the event? Are suppliers local? Are staff paid fairly? Are there positive social outcomes attached to procurement decisions?

3. Will the outcomes of this specific event be measured?

Not the venue’s annual sustainability report – the actual environmental and social outcomes generated by your event.

This shift matters because buyers are increasingly being asked to report against real outcomes, not good intentions. Stakeholders, procurement teams and ESG reporting frameworks are all moving in the same direction: evidence over perception.

That doesn’t mean badges and accreditations are useless. Far from it. They remain valuable indicators that a venue takes sustainability seriously and can help buyers complete initial due diligence more quickly.

But they should be a starting point – not the decision itself.

Used incorrectly, certifications can distort purchasing decisions, pushing organisations to spend disproportionately on visible credentials while overlooking the factors that actually determine impact.

The events industry doesn’t need more logos on venue websites.

It needs better measurement. Better mirrors. Better decision-making. Better outcomes.

Choose the location that makes the responsible choice easiest. Invest in a budget that creates measurable environmental and social value. Then measure the results properly.

The shortest version: badges tell you what a company wants to be. Measured outcomes tell you what it actually delivers.

When you decide whether to buy a product from an online retailer, do you look at the vendor accreditations or the product reviews?

That’s what a responsible event buyer should look for – however many badges appear over the front door.

event:decision helps organisations measure, benchmark and improve the environmental and social outcomes of their events through independent responsibility measurement, verification and advisory services.

Are you measuring inputs or outcomes?

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Measuring outcomes provides a fundamentally different and arguably more valuable form of insight than measuring inputs such as accreditations, certifications, or policy documents.

Here’s why.

Inputs measure intent and infrastructure. An accreditation tells you that an organisation has met a defined standard at a point in time, has the right policies in writing, has trained staff, or has been audited against a framework. This is genuinely useful as a baseline of credibility and demonstrates commitment, but it tells you very little about what an organisation is actually delivering in practice. Two organisations with identical accreditations can produce wildly different real-world outputs depending on the events they choose to run, the clients they serve, and the operational decisions they make day to day.

Outcomes are reality.

When you measure the carbon footprint, social value, or overall impact of delivered events, you are capturing what genuinely happened in the world rather than what was supposed to happen on paper.

This shifts the conversation from compliance to consequence. An organisation may hold every accreditation available and still deliver less sustainable and responsible events. Conversely, an organisation without formal certification may consistently deliver great impact work because of the decisions they make.

Outcomes create accountability and learning loops. Once you have output data event by event, you can identify which decisions moved the needle, benchmark your performance over time, set evidence-based targets, and hold yourself and your supply chain to account against real numbers. Inputs cannot do this; an accreditation does not get better or worse based on the next event you deliver.

Outcomes are client-meaningful & event-specific.

Clients increasingly need to report their own Scope 3 emissions, social value contributions and ESG performance. They cannot put your accreditation into their carbon report, but they can put the measured tCO2e of the event you delivered for them. They can demonstrate that their event outperformed industry norms or generated $x in social value. Output measurement plugs directly into the client’s own disclosure obligations in a way inputs simply cannot.

Outcomes reveal the gap between policy and practice.

This is perhaps the most important point. Responsible business is ultimately judged by what is delivered, not by what is promised. Measuring outcomes surfaces the honest truth, drives continuous improvement, and protects organisations from accusations of greenwashing because the claims being made are evidence-based and specific to each event.

Inputs and outcomes are best understood as complementary rather than competing. Accreditations demonstrate that the foundations are in place; output measurement demonstrates that those foundations are translating into real-world impact. But if forced to choose, outcome measurement is the more powerful tool because it captures what is actually delivered: the events themselves, in both the footprint and value they leave behind.

The restaurant is certified. The burger is not.

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event:decision  ·  Blog  ·  April 2026

A burger company probably has everything. Supplier accreditation schemes, signed off by auditors. Staff training programmes. Management apprenticeships. Internal quality-assurance teams. A sustainability report with cover photography and a pull-quote from the CEO. Multi-million-pound sponsorship of youth sport, grassroots charities and environmental partnerships. A CSR page longer than most company websites have in total. Every box on every procurement questionnaire, ticked.

All of it is real. None of it is theatre. The company genuinely invests in those things and has the paperwork to prove it.

And yet the product – the thing the customer actually bought and ate – can often be bottom row.

That is the interesting point. It is not the cynical “advertising is misleading” one. It is a structural one: a business can have every credential at the organisational level and still deliver a weak product at the customer level. The two things are not the same question.

The events industry has the same problem – and hasn’t noticed yet

Walk the floor of any major event-industry expo and the credentials tell one story. ISO 20121. B Corp. EcoVadis. Living Wage Employer. Member of MPI, EIC, ICCA, ABPCO, Signatory to the Net Zero Carbon Events pledge. Science-Based Targets committed. Sustainability report, version three, on the stand. DE&I policy version four on the intranet. Unconscious-bias training for every account director. A booth dressed with real plants and a QR code to the supplier code of conduct.

All of it is real. None of it is theatre. The people on those stands genuinely care, and the investment is substantial.

Now sit in the room for one of the events those same organisations actually delivered last quarter. 70%+ of the footprint is attendee travel that nobody logged. A welcome dinner where the “locally-sourced” menu was signed off by an agency F&B manager in a different country. Crew on fourteen-hour shifts at less than a living wage. A diversity commitment on the brief that didn’t make it onto the stage. Branded lanyards heading unseen straight to landfill on load-out. Single-use stage scenery built, shipped, installed and binned inside seventy-two hours.

The event, in other words, is the bottom-row burger.

Why the gap exists

It exists because every one of those credentials measures the organisation, the policy, the system or the input. None of them measures the event as delivered.

ISO 20121 certifies that you run a management system for responsibility. It does not certify that last Tuesday’s conference in Cape Town was responsibly delivered.

B Corp certifies aggregate practice across a whole company. It does not certify the specific supply chain you assembled for one client’s Q4 summit.

A Science-Based Target is a commitment about 2030. It does not score the carbon profile of the event that took place last month.

A sustainability report describes the organisation, in aggregate, for last year. It does not describe the event that mattered to the client this year.

These frameworks are necessary. None of them is sufficient. They certify the restaurant.

They do not certify the burger.

What the event:decision Impact suite does differently

The event:decision Impact suite is the only measurement layer in the industry that operates at the product level rather than the organisational one. It scores the event as delivered, and the supply chain that delivered it.

Impact: Event Review is a thirty-question, EIC, UNSDG-aligned E/S/G scorecard for the event itself. Nine minutes to complete. One event, one score. Transport, energy, food and beverage, waste, supplier choices, inclusion, crew welfare, living wage on site, safety planning, legacy. At the end: an independent, auditable number that describes how this event – not last year’s report, not the corporate policy – was actually delivered.

Impact: AdVantage applies the same treatment to the technical production supplier – the AV and staging partner whose load-in, rigging, crew and kit account for more of the footprint than most planners realise. Because the weakness in the burger is rarely in the restaurant’s ownership structure; it is in the kitchen on the night. AdVantage scores the kitchen.

SaVY – Social Value Yield – turns the social pillar from a policy claim into a delivered result. What percentage of the budget could have generated social value if spent optimally? Local suppliers, food surplus routed to community partners, apprenticeship hours, legacy programmes. An organisational DE&I policy gets a supplier onto the shortlist. SaVY tells the buyer whether the delivered event could actually generate the social value that the policy implied.

The benchmark dataset sits underneath all of it. An event is strong or weak relative to the rest of the industry; absolute scores in a vacuum mean very little. Every Impact review contributes; every participant sees where they land against sector peers. No certification provides – because certifications are binary on the organisation, not continuous on the product.

Why buyers are about to start asking this question

Corporate procurement is already moving past the accreditation question. “Are you ISO 20121 certified?” is becoming a tick-box rather than a discriminator. The new question, increasingly asked under CSRD Scope 3 disclosure and in ESG-weighted RFPs, is different: how will the event actually delivered, and can you show me a benchmark?

An organisation with every certification on the wall cannot answer that using the wall. It needs a product-level measurement. The client is not asking about the restaurant. The client is asking about the burger.

The point

Responsibility at the corporate level and responsibility at the event level are two different things. The first is necessary. The second is the one the client actually needs.

A burger chain with fifty certifications and a weak burger is still a chain that served a weak burger. An event agency, venue or production partner with fifty certifications and a weak event is still delivering a weak event. The certifications are not wrong. They are simply measuring a different object to the one the client actually experiences.

Impact measures the product you actually deliver.

 

Impact: Event Review and Impact: AdVantage are event:decision’s independently administered, EIC & UNSDG-aligned responsibility scorecards for events and event production suppliers. They work alongside every organisational accreditation you already hold, and answer the question those accreditations were never designed to answer. Contact eventdecision  for a pilot on an upcoming event.

Enhance your RFP score by up to 20%

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Before becoming part of the event:decision team, I spent 20 years in event agency sales roles. Here are my thoughts on how to enhance your RFP submission.

For event buyers issuing an RFP, ESG/sustainability typically accounts for about 10–20% of the total evaluation score. That’s a pretty reliable benchmark, although it varies by sector and how mature the organisation is on sustainability.

A typical weighting breakdown looks something like this:

  • Cost / commercial terms: 25–35%
  • Creative proposal / concept: 20–30%
  • Credentials & experience: 20–25%
  • Operational delivery: 10–15%
  • ESG / Sustainability: 10–20%

So on paper, ESG is still a secondary factor. But that doesn’t tell the full story. What’s changing is less the headline percentage… and more how ESG shows up in the process.

In roughly 20–30% of large corporate RFPs now, you’ll see some form of pass/fail sustainability gate before scoring even begins. If you don’t meet a baseline – policy, measurement capability, minimum standards – you’re simply not considered.

And then within scoring, behaviour is shifting.

Historically, ESG questions were very easy to “game” – policy-led, narrative-heavy, and most agencies would cluster in a 6-8 out of 10 scoring band, so it didn’t really differentiate.

“Now you can add REAL DIFFERENCE to your submission, directly comparing your proposal to industry norms“, says Matt.

Now, more buyers are asking for specifics:

That shift means a 10% weighting scored properly can be more decisive than a nominal 20% scored loosely.

“Using a pre-event Review had a big impact on winning the pitch” Agency Head of Operations

Sector-wise, there are some clear patterns:

  • Regulated industries (pharma, finance, energy) and large multinationals with SBTi or CSRD exposure are pushing ESG toward 15–20%, often with go/no go gating built in
  • Public sector / UK & EU frameworks typically mandate ~10% minimum (e.g. social value requirements)
  • Progressive brands (tech, consumer) are going further – 20–25%, often combining environmental factors with the S&G in ESG.
  • At the other end, you can still see RFPs where ESG is <5% or absent entirely, particularly in smaller organisations or less mature markets

One important reality check:

Even at 15–20% weighting, sustainability rarely overturns a double-digit cost gap unless the client has made it a clear strategic priority.

So in practice, influence tends to fall into three modes:

  • 0% – tick-box, no real impact
  • 10–15% – a tie-breaker between broadly equal bids
  • 50%+ effective influence – when it’s a gating factor or a stated priority

“Doesn’t matter how well you’ve courted the event team. Any prior events you’ve delivered for them may determine your fate. So load the dice. Give the whole client organisation every reason to pick you. Show them they have a responsible, sustainable supply chain. It’ll reassure them, make them look good and excite them for your creativity. You can’t do more than that.”

 

 

 

Agency owners. Your worth could be more than you think.

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…but only if you can prove it.

Watching VC activity in the event agency sector from the outside is exciting. What must is be like when in room?

And what value can event:decision bring to you, as a humble supply-side partner?

Brand value…risk…data… benchmark – specifically, whether you have structured, verifiable evidence of how your business performs against the metrics that buyers, investors, and enterprise clients now treat as non-negotiable.

ESG data is no longer a reporting obligation to be managed. For the agency with ambition – whether that means growth, acquisition, or investment – it is becoming one of the most underleveraged valuation assets in the sector. Here is why.

  1. Product responsibility data is a valuation asset, not a compliance cost

Buyers and investors are running responsibility due diligence as standard. PwC’s ongoing M&A research series documents the extent to which responsible performance has moved from a screening question to a pricing factor – with MSCI’s foundational work on ESG investing demonstrating a consistent link between benchmarked ESG scores and valuation multiples.

EY’s research reinforces the same point: agencies that walk into a transaction with two or three years of auditable, benchmark-calibrated responsibility data have converted what most treat as a cost centre into a documented asset. event:decision’s Impact suite and Track carbon measurement tool exist precisely to build that asset base – systematically, across every event, every client, every market.

  1. Due diligence readiness is a negotiating position

M&A valuations may discount when ESG data is missing or assembled in a hurry. Deloitte’s guidance on ESG due diligence in transactions is unambiguous: gaps in environmental and social data create risk flags that buyers price into offers, and that retroactive data assembly – conducted under time pressure in a live process – rarely produces the quality of evidence that structured ongoing measurement does. KPMG’s research echoes this, noting that the cost of getting ESG data right after a process has started is substantially higher than the cost of building it before. Having portfolio-wide Impact and Track data already structured means you control the narrative in the data room rather than reacting to a buyer’s risk assessment.

  1. Consistent, responsible performance across your portfolio signals scalable process

One of the most common discounting factors in transactions is client concentration risk – the concern that the business’s value lives in one or two relationships rather than in repeatable, institutionalised capability. Investment banking sector reports from firms including Results International and Clarity Acquisitions consistently identify revenue concentration as a valuation discount, and ESG performance breadth is an increasingly recognised proxy for the same underlying concern. An agency with strong, consistent Impact scores across multiple clients, event types, and markets is demonstrating something that a buyer cannot easily fake: that its operational quality is embedded in process, not dependent on individuals. That is a different kind of story to tell.

  1. Verified ESG data opens transatlantic commercial doors

US corporates entering the UK market and UK agencies expanding into the US are encountering ESG procurement requirements that are no longer aspirational – they are regulatory. The SEC’s finalised climate disclosure rules, the UK’s FCA Sustainability Disclosure Requirements, the EU’s Corporate Sustainability Reporting Directive (in force from 2024–25), and California’s SB 253 – which requires Scope 3 reporting from companies with over $1 billion in revenue operating in the state – collectively mean that large corporate event clients on both sides of the Atlantic are under legal or regulatory pressure to account for their supply chain emissions and social value performance.

  1. ESG reporting delivered as a managed service creates a revenue line that buyers price differently

Project revenue and retained, recurring revenue are valued differently in agency transactions – typically by a multiple of one to two times EBITDA, according to Results International’s Agency M&A Barometer. Impact and Track reporting delivered to clients as a managed service – structured assessment, verified scores, benchmarked annual comparison, carbon reporting – creates a subscription-adjacent revenue stream: low churn, scalable delivery cost, and high perceived client value. Forrester’s coverage of sustainability-as-a-service as an emerging managed service category identifies exactly this dynamic. A buyer calculating EBITDA multiples sees recurring ESG reporting contracts as a fundamentally different asset from event project revenue. Building that line now is not just a commercial opportunity. It is a valuation strategy.

The compounding case

Beyond the first five, the argument compounds. Private equity buyers with their own LP-level ESG obligations will find a clean, data-generating agency substantially easier to acquire and integrate – and some funds with explicit ESG mandates will actively prefer it. Agencies that have embedded event:decision’s methodology for two years or more hold a benchmark position that a competitor cannot buy quickly; that accumulated head start is a competitive moat, and moats are priced into multiples. In a people business, a visible and evidenced ESG commitment attracts and retains the senior talent that buyers need to see in place post-transaction. As Scope 3 reporting obligations tighten, Impact data across a client portfolio turns the agency into a solution to the client’s own compliance problem – deepening dependency and increasing switching costs, both of which increase the value of the client book to any buyer.

And finally: owners approaching investment or sale needs a coherent, credible growth narrative. “We have measurable, benchmarked responsibility performance across X events, Y clients, and Z markets – with verified data and independent Impact scores” is a sentence that closes conversations in a room full of people who have never heard a competitor say it.

That sentence is worth more at the deal table than any single operational metric. event:decision helps you write it – and more importantly, prove it.

event:decision is the responsibility performance platform for the events industry. Impact and Track give event agencies the structured, independently verified data they need to demonstrate value, satisfy enterprise procurement requirements, and build the evidence base for growth. eventdecision.com  

 

Eventprofs Hackathon Results

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Eventprofs Hackathon Results

By event:decision | April 2026

View the white paper here

What happens when you put experienced event professionals under pressure? Not a panel discussion, but a realistic challenge with consequential decisions and trade-offs? That was the question event:decision set out to answer at the EIN Sustainability Lounge 2026, held at BMA House, London.

Eight teams of practising event professionals worked through a hackathon challenge. To plan the fictional ‘FinReach Global Launch’. A structured exercise requiring each team to design a major corporate event across six sequential decisions, each carrying cost and ESG consequences. The scenario: a values-led fintech brand, institutional investor scrutiny, and a global NGO threatening to publish a public review of delivery decisions. The results were striking.

Not a single team chose a traditional destination. The field is split between Nairobi and fully virtual, with teams prioritising either credible community proximity or carbon efficiency. On community representation, six of eight teams independently landed on the same split: 40% community delegates, 60% investors. On programme design, seven of eight rejected the traditional gala format entirely – choosing instead community co-design, impact ceremonies, and formats where the event’s narrative matched the brand’s mission.

The most significant finding came on social value verification. Every team, independently and without communication, chose the same approach: timely, light-touch independent verification published within 24 hours. Across six options, unanimous agreement by chance is statistically implausible. It reflects a latent professional consensus: that credibility requires independence, specificity, and timeliness.

The one notable blind spot was production. No team selected the most ESG-efficient option – cutting production to redirect savings – despite it also being the cheapest. Professional conditioning around production values appears to override both financial and environmental incentives simultaneously.

The conclusion is important: the events industry does not have a values problem. It has a framework problem. These professionals already understand what good looks like. They simply lack the tools to prove it.

The full white paper is available at eventdecision.com

We painted a changing room…

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Social value isn’t painting a school changing room.

And the sooner we stop pretending it is, the better for everyone.

There’s a particular kind of photograph that circulates after certain events. A group of delegates in branded lanyards, holding paintbrushes. A freshly decorated space. A smiling headteacher. The caption typically includes the words giving back, legacy, or making a difference.

It’s not that the school room doesn’t need painting. It probably does. And it’s not that the people holding those brushes don’t mean well. They absolutely do.

This isn’t the social value of the event. It is ‘corporate social responsibility’ (CSR) wearing social value’s clothes. And in an industry that is increasingly being asked to demonstrate, measure and report its genuine social impact, the distinction matters.

The misunderstanding

CSR activities attached to events share a common structural characteristic: they can be removed without changing the event.

Take away the school painting session, the beach clean, the charity auction, the volunteering session, and the event itself is entirely unchanged. The crew still get paid what they were always going to be paid. The same suppliers still win the same contracts. The same food goes to the same landfill. The same hotel charges the same room rate to the same out-of-town delegates.

CSR exists alongside the event. Not within it.

This matters because social value – real social value – is not a separate activity you attach to an event to offset its impact or improve its optics. It is the consequence of how an event is delivered. It lives in decisions that are made before a single delegate registers: who gets hired, who gets paid what, who gets the catering contract, how accessible the venue is, whether the crew finish their shift at a reasonable hour or at 2am, whether a junior technician gets mentored or just used.

Those decisions, multiplied across an event portfolio, generate social value at a scale that no number of painted changing rooms can approach.

What embedded social value actually looks like

Take, for example, a mid-size conference. 800 delegates, three days, a city-centre venue.

The organiser sources catering from a local enterprise rather than the venue’s default national contractor. Crew are paid at or above the living wage, as verified rather than assumed. The local AV supplier is asked – contractually – to bring at least one junior crew member or apprentice and provide structured on-site mentoring. Ground transport uses a fleet of accessible or electric vehicles as standard, not on request. Surplus food is donated to a local distribution network rather than disposed of. Local spend is tracked and reported.

No paintbrushes required.

The social value generated through those decisions – quantifiable through event:decision’s SaVY* tool – routinely runs into thousands of pounds on a single event. Across a portfolio of fifty events a year, the figure becomes material. It becomes something a chief procurement officer, a sustainability director, or a public sector client can actually use.

This is the difference between social value as theatre and social value as infrastructure

Why the confusion persists

Part of the problem is legacy. CSR has a twenty-year head start on ESG and social value measurement in the events industry. The vocabulary is embedded, the formats are familiar, and the photographs are easy to take.

Part of it is accountability. A bolt-on CSR activity is self-contained. It happened or it didn’t. There’s no methodology to apply, no baseline to set, no benchmark to report against. It is, in a practical sense, easier to execute and easier to claim.

And part of it is discomfort with the alternative. Embedded social value requires examining decisions that feel normal – the default supplier relationship, the crew rate that’s always been what it is, the food waste that’s always been someone else’s problem. It requires those decisions to be interrogated, documented, and reported. That is harder work than booking a morning of community volunteering.

But harder is not the same as unreasonable. And in a procurement environment where the Social Value Act* is reshaping public sector commissioning, where corporate clients are requiring Scope 3 supply chain reporting, and where ESG credentials are increasingly a factor in agency valuation and investment, harder work is becoming the baseline expectation.

The measurement shift

One of the most important changes in how social value is understood is the move from activity-based reporting to outcome-based reporting.

Activity-based reporting says: we painted a changing room, we donated £2,000 to a local charity, we ran a volunteering day for twenty delegates.

Outcome-based reporting says:

Across our event portfolio last year, 88% of contracted crew were paid at or above the living wage; 71% of catering spend went to suppliers within 50km of the event location; structured skills transfer was documented on 23 events; and the independently assessed social value of our portfolio delivery was £4.2m.

The first list is a press release. The second is evidence.

event:decision’s Impact framework is built around the second kind of reporting. Its Social pillar doesn’t ask whether you organised a team volunteering session. It asks whether the people who worked your event were paid fairly, treated well, given opportunities, and whether the communities around your events were genuinely better off for them having happened. Those are harder questions. They are also the right ones.

What this means in practice

The shift from bolt-on CSR to embedded social value isn’t about abandoning the impulse behind the school painting session. The impulse – to do something good, to connect the event to a community, to leave something behind – is entirely rational and sound. The problem is the structural placement of that impulse: after the event, outside the event, separate from the event.

Move it inside the event. Ask it at procurement stage. Write it into contracts. Measure it against a baseline. Report it in the same breath as attendance figures and Net Promoter Scores.

That shift changes everything – not just what you can claim, but what you can prove. And in a world where your clients, your investors, your talent, and your regulators are all beginning to ask for proof rather than photographs, the difference is no longer academic.

event:decision’s Impact portfolio of tools includes frameworks that measures the social value embedded in event delivery across ten structured indicators – covering living wage compliance, local economic contribution, inclusive staffing, workforce welfare, skills transfer, and more.

That box is now on fire…

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Responsible events aren’t a trend. They’re a necessity.

Wireless / Kanye. Recent, so very obvious & clear moral, commercial, trust and credibility issues.  Mentioning ‘Fyre’ in the event world still raises eyebrows. DaBaby at Rolling Loud. European soccer ‘Super-League’. These are all Google-able but have one common trait. Known risk. Responsibility. Decision-making.

The corporate world is not immune…brands such as SXSW speaker choices, Tesla ‘Autonomy Day’ credibility, BlizzCon 2019 political activism, COP overt fossil fuel sponsorship…

The Wireless case this week doesn’t just affect the brand owners. An entire supply chain has just seen a valuable gig evaporate.

That box is now on fire.

I’ve spent the last three decades helping to sell and produce events; summits, conferences, award ceremonies, incentive programmes, and brand experiences. Thousands of moving parts, hundreds of suppliers, hundreds of thousands of attendees. And for most of that time, sustainability sat in a box marked “nice to have.”

#Eventprofs  – your product is in the public eye. The shift in events is happening now. Sustainability & responsibility are not just about carbon emissions, important as these are. Pressure isn’t coming from regulators, though they’re catching up fast for that element. It’s coming from inside the room. From clients who arrive at briefings with ESG (there are three letters in there, not just E) clauses already drafted. From procurement teams who want to know your Scope 3 methodology before they’ve seen your creative. From crew who ask whether you pay the living wage before they confirm availability. The pressure isn’t external anymore. It’s cultural.

What’s interesting is that the events industry has always been exceptional at producing moments, real, memorable moments. The perfectly timed reveal. The room that seems to breathe in unison. We’ve always known how to make something complex appear effortless.

Responsible delivery is just the next version of that craft. Deliver exceptional activations and experiences, and deliver them well. ‘Well’ now means responsibly.

The organisations getting this right aren’t treating sustainability as a layer of compliance bolted onto the production. They’re integrating it into the design – into venue selection, supplier briefing, equipment specification, crew welfare, audience welfare, community engagement & legacy planning. A carbon footprint shouldn’t be a post-event audit. It should be a pre-production creative driver. And what I consistently see is that the tightest of constraints often produces the most considered work.

These organisations think wider than just ‘the day’. They think community, crew, legacy. They think reputation. They think risk.

The challenge isn’t knowledge. Most senior producers already know what good looks like. The challenge is measurement – being able to demonstrate responsibility, compare it, improve it, and tell a credible story to a client who increasingly needs to tell that story to their own board & to their own audience.

That’s the gap the industry is still navigating. And it’s where event:decision steps in.

#responsibleevents #sustainability #ESG #eventindustry #eventprofs