The end of sustainability? Errr….nope.

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The end of sustainability is nigh? Far from it…

PwC’s 2025 State of Decarbonization report reveals a landscape where corporate sustainability initiatives are not retreating but instead progressing quietly and becoming more rigorous. Despite public narratives suggesting a pullback, the report indicates that companies are steadfast in their commitments, driven by the recognition of sustainability as a source of business value.

Summary:

  • 9x as many companies with carbon targets as five years ago.
  • 2x as many companies are making their sustainability targets more stringent than are watering them down (37% vs. 15%).
  • 4 in 5 companies are launching low-carbon products and services, as it is recognised that these perform 5%-25% better in the market.

A significant finding is the surge in climate commitments: over 4,000 companies reported targets to the CDP in 2024, marking a nine-fold increase over five years. Notably, 37% of these companies are elevating their ambitions, while only 16% are scaling back. This trend is not confined to large corporations; smaller companies are increasingly making commitments, influenced by supplier engagement efforts. The median revenue of companies making commitments decreased from $3.6 billion in 2020 to $1.3 billion in 2024, indicating broader participation across company sizes.

The report identifies four key takeaways:

  1. Commitments and Ambitions Remain High: Contrary to headlines about companies retreating from sustainability, the data shows a strong and growing commitment to decarbonization.
  2. Setting the Table for Shared Value: Companies are learning valuable lessons as they address Scope 1, 2, and 3 emissions, recognising the potential for shared value creation.
  3. The Greatest Value Unlock is Yet to Come: Scope 3 decarbonization presents opportunities for revenue and margin growth, particularly as companies meet the demand for sustainable products and services.
  4. Quiet Momentum Turning Climate Commitments into Competitive Advantage: Companies are focusing on execution, integrating sustainability into decision-making, securing financing, engaging suppliers and customers, and innovating products to meet rising demand for sustainable solutions.

The report also highlights sector-specific insights, noting that decarbonisation pathways vary across industries due to structural, technological, and financial differences. For instance, the automotive sector faces challenges in Scope 3 emissions, with 85% occurring downstream after the vehicle leaves the factory. While 69% of automotive companies are on track for Scope 1 and 2 targets, only 28% are on pace with Scope 3 goals, underscoring the need for customer adoption of electric vehicles and investment in infrastructure.

PwC’s report underscores that despite external pressures and changing global leadership, companies are maintaining or even enhancing their climate commitments. The focus is shifting from public declarations to tangible actions, with a clear understanding that sustainability efforts are integral to long-term growth and resilience.

As a vital part of the corporate supply-chain, what do you think this will mean event clients will be asking of the event sector?

See the full report here.

Hoteliers…win more MICE business

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How Hotel Groups Convert MICE Business with Impact Reporting 

The global hospitality market grew from $3.5tr in 2023 to $4tr in 2024, marking a robust compound annual growth rate (CAGR) of 15.5%. GlobeNewswire . 

But how can hoteliers and meetings sales teams demonstrate a better MICE product? 

We’re all accustomed to benchmarking and placing MICE business into hotel groups and individual properties on the “star rating” or equivalent. There’s also a new breed of sustainability accreditations emerging, benchmarking on sustainable attributes & infrastructure. Green Key, Green Engage, B Corp and so on. 

What if you could measure and benchmark MICE performance? 

Hoteliers and business-event folk: Now you can determine, quantify & benchmark your MICE product. 

  • Quantify and benchmark your MICE product, for each and every event. By region, by client-sector and event-type. 
  • Drive business directly into your preferred, sustainable supply chain. 
  • Offer your prospects and clients the opportunity to review their event themselves. 

At event:decision, we work with the world’s leading venues and brands to unlock the power of responsible event delivery—and hotel groups that harness sustainability data strategically are not just ticking boxes, they are closing deals. 

The Data-Driven Advantage 

Today’s corporate planners are savvy. They’re not just scouting for location and logistics; they want venues that align with their brand’s purpose and ESG commitments. Enter Impact Reviews. 

Hoteliers or Destination specialists who can present real data on MICE outcomes become more than a provider of space. You become a strategic partner. Whether it’s predictive insights at bid stage or audited post-event proof points, Impact Reviews provide buyers with the confidence to choose you over the competition. 

Shifting Buyer Expectations 

Procurement criteria are changing. It’s no longer just about rate cards and room counts. MICE buyers are increasingly held accountable for delivering events that align with sustainability goals—environmentally, socially and in terms of governance. 

This is where hotel groups with embedded sustainability reporting capabilities win. Not by claiming to be “green” (don’t worry, we avoid that word too), but by presenting transparent, credible, and independently-audited reporting that meets the brief of responsible event delivery. 

Reporting as a Conversion Tool 

For sales and commercial teams, sustainability data is no longer back-of-house. It’s front-line material. Consider: 

  • Proposals that include historical MICE benchmarking. 
  • Pitches that show specific predictive Responsible Event data 
  • Post-event reports that demonstrate clear alignment with a client’s values. 

It’s all about giving MICE clients something tangible to take back to their stakeholders—quantifiable outcomes, not fluffy promises. 

Stand Out, Don’t Greenwash 

Let’s be candid: many venues still rely on vague “green” claims. But hotel groups that lean into structured, externally verified reporting create a powerful differentiator. It’s what separates genuine responsibility from performative sustainability. 

The Commercial Return on Responsibility 

Groups who embed responsibility & sustainability into your sales narrative report higher conversion rates with corporates, agencies and associations alike.* 

It’s not just ethical, it’s effective. We’ve seen this play out time and again with our global hotel partners who now position sustainability reporting as part of their commercial edge—not just their compliance checklist. 

What’s Next? 

As authentic, responsible business continues to climb the agenda, expect buyers to become even more rigorous.  

The hotel groups that respond with candour, insight and real data will be the ones who turn leads into long-term loyalty. 

Sustainability reporting isn’t a side-note. For MICE business, it’s now a sales asset. 

*Cvent Hotel Group Sales in 2025: 8 Strategies to Drive More High-Value Bookings 

World Sustainable Hospitality Alliance: The Business Case for Sustainable Hotels 

Hospitality Insights, May 2025: Sustainability Trends in Hospitality: Strategies and Examples 

 

Want to equip your sales team with data that converts? Let’s talk. Contact event:decision 

Benchmarking Events

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Benchmarking Events: Beyond Global Averages to Regional, Client Sector, and Event-Type Insights

In the dynamic world of event planning, understanding how your event measures up is more than a reporting requirement, it’s a crucial and strategic advantage. While global benchmarks can offer a broad sense of progress, they rarely provide the depth and relevance needed to drive meaningful improvements.

At event:decision, we believe the real value lies in going deeper. Benchmarking your events not just globally, but regionally, by client sector, and by event type. That’s where insight becomes action.

Why Broader Benchmarking Matters

Global averages can be useful as a directional indicator, but they often mask critical differences. For example, sustainability practices in the UK & European conference market differs markedly from those in the US, in travel behaviour alone. Similarly, a tech industry exhibition can have different social considerations compared, say, to a healthcare congress.

When you rely solely on global data, you risk:

  • Drawing the wrong conclusions from incomplete context
  • Misidentifying underperformance or overachievement
  • Missing sector-specific opportunities for improvement

That’s why we’ve built the Impact: Responsible Event Review tool to go far beyond one-size-fits-all.

Read more on the Impact Q1 2024 event industry sustainability performance update here.

event:decision’s Comprehensive Approach

event:decision’s Impact: Responsible Event Review tool empowers planners to assess their events across the full ESG spectrum – environmental, social, and governance – using a data-rich benchmarking model, beyond just providing global benchmark, the tool enables comparisons and is built for relevance.

✔By Region

Understand how events in your geographical market perform, accounting for factors like:

  • Local travel infrastructure and behaviours
  • Regional regulations and compliance norms
  • Cultural expectations around responsibility and engagement

✔ By Client Sector

Benchmark against peers within your industry. This helps event teams:

  • Stay aligned with industry norms and client expectations
  • Maintain competitiveness and authenticity
  • Respond to sector-specific ESG demands

✔ By Event Type

Not all events are created equal. Comparing a sustainability forum to a product launch, or a virtual leadership summit to an in-person expo, delivers little of practical value.

  • Our benchmarking framework provides context-specific insight that recognises the operational and strategic nuances of different event formats.

Tailored Insights for Meaningful Improvements

A more nuanced benchmarking approach ensures that event planners receive relevant data, leading to more effective strategies. For example, if social factors are lagging in your sector, targeted initiatives can be developed to address this gap.

Let’s say your event’s environmental performance is strong, but your social engagement metrics are lagging behind others in your sector. That’s a targeted improvement area you can address with focused strategy, not guesswork.

And if that’s not enough: As you complete your Impact Review, you’ll see real-time guidance on how many of your peers are already actioning each factor, and even discover curated sustainable suppliers directly linked to each improvement opportunity.

Empowering Responsible Event Delivery

Moving beyond global averages means moving towards better decisions. By framing your benchmarks in the right context; region, sector, and event type – you get more than numbers. You get clarity, direction, and credibility to plan and deliver more responsible and sustainable events.

event:decision’s Impact: Responsible Event Reviews not only help you understand where you are, but also guide where to go next – with transparency, meaning and insight at every step.

Ready to See How Your Event Stacks Up?

If you’re still benchmarking against global norms, you might be missing critical insights.
Explore how Impact can reveal specific, actionable insights and opportunities for your next event.

STANDout from the crowd…how to exhibit responsibly.

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Why an exhibitor recognition scheme matters

Exhibition season is here and there’s a renewed focus not just on building more visually attractive and impressive stands, but on building them responsibly. Increasingly, exhibitors and organisers alike are being asked: “How sustainable and responsible is your presence?”

Now you can benchmark, with STANDout, an Exhibitor Recognition Scheme successfully used by leading events such as Confex, Renewable UK, NHS Confederation, and The BIBA Conference, helps answer that question, showcasing exhibitors who take positive environmental and social action in how they design and deliver their stands.

Moving beyond traditional metrics

Where traditional exhibitor measures might focus on footfall, lead generation, or ROI, STANDout looks in a very different direction, impact.

We measure how responsibly and sustainably a booth is delivered, focusing on:

  • Environmental Responsibility (materials, waste reduction, transport emissions)
  • Social Responsibility (inclusivity, accessibility, local community impact)

It’s not about how many people visit your stand, it’s about how responsibly your stand has been created and delivered and aligns with your organisational values.

This is a fresh, future-facing way for exhibitions to demonstrate they are serious about responsibility and sustainability, and it gives exhibitors a valuable opportunity to showcase their leadership.

How the scheme works

The process is designed to be simple, positive, and empowering:

  • Exhibitors opt-in pre-event
  • Self-assessments are submitted, covering both environmental and social responsibility factors.
  • event:decision reviews each submission based on clear, fair criteria.
  • Recognition is awarded to exhibitors who out-perform their peers, with a certificate typically celebrated on-site and online.

Proven success at major events

Our Exhibitor Recognition Scheme has already been adopted by major industry names, including:

  • Confex: Helping exhibitors align with the growing sustainability demands of the events sector.
  • Renewable UK: promoting and improving the Renewable (UK) international leadership stance.
  • NHS Confederation: Supporting socially responsible exhibiting practices.
  • The BIBA Conference: alongside many programmes the BIBA team use to deliver more responsibly, recognising and celebrating exhibitors’ sustainability achievements.

At these events, we’ve seen real enthusiasm from exhibitors keen to demonstrate their commitment, and a noticeable improvement in how sustainably many stands were delivered year-on-year.

Why exhibitors and organisers love it

For Exhibitors:

  • Public recognition of sustainability efforts
  • Brand alignment with publicly stated values
  • Accountability to prospects and customers
  • Independent third-party verification of their responsibility efforts
  • Opportunity to engage customers with values-led messaging

For Organisers:

  • Evidence of tangible action on sustainability
  • Enhanced event reputation
  • Support for broader responsible event delivery goals
  • A visible sign to attendees and stakeholders that sustainability is taken seriously

Exhibitor recognition impact

Here’s a typical reflection from one of our participating exhibitors:

“A great way to recognise all the hard work our exhibitor partners put in to deliver as well as they do – and to help those for whom sustainability is a newer consideration!” – International Show Owner

Why now?

Sustainability isn’t just a buzzword, it’s becoming a core expectation at every level of event delivery.

Offering exhibitors the chance to be recognised for responsible practices:

  • Drives real behavioural change
  • Gives your event a stronger sustainability story
  • Adds genuine value for your exhibitor partners and stakeholders
  • Increases engagement with local partners

This season, why not make a bold statement about what your exhibition partners stand for?

Interested in recognising and rewarding your exhibitors for doing the right thing?  Talk to event:decision today about running the Exhibitor Recognition Scheme at your next event.  Find out more here.

Go Sustainable: Big Impact, Small Footprint

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event:decision reflects on a recent sustainability-focused trip through Switzerland

Earlier this month, our Head of Sustainable Event Operations, Laura Robinson, joined a group of industry leaders on a journey through Switzerland for Go Sustainable, this exclusive study trip offered the chance to get to know two of Switzerland’s premium MICE destinations; Lucerne & Zurich, in an inspiringly sustainable way. The focus was on first-class sustainability practices, circular economy at events and making valuable contacts. The event began with an early start on 3 April at London St. Pancras International.

Go Sustainable set an example, by taking all three dimensions of sustainability – ecological, social, and economic – when planning and realising the event. Participation, including round-trip travel between London and Switzerland, was generously covered by Eurostar and TGV Lyria, and various suppliers.

The experience brought together destinations, venues, suppliers, and buyers in a unique showcase of what happens when sustainability is embedded at every stage of an event, starting with the journey itself.  The four day trip ended back at St. Pancras in London in the evening of 6 April, and Laura shares her experience of the event below.

Rethinking the Commute: Trains Over Planes

From the outset, the trip demonstrated how travel can become part of the experience, not just a means to an end. Taking the train from London to Lucerne via Paris, the group avoided air travel complications, with no long queues, no liquid restrictions, and no tight baggage allowances, the group embraced a relaxed, comfortable, and lower-carbon alternative.

“The journey showcased just how effortless train travel can be,” Laura noted. “We were able to check in smoothly and begin networking with peers from the very start of the day.”

With breakfast onboard, a glass of champagne in hand, and glorious weather, whilst sitting back in pure comfort, soaking up the stunning European countryside, the group enjoyed a sustainability-themed quiz to break the ice. The journey doubled as a networking opportunity which was an ideal start to the days ahead.

A seamless connection through Paris included a coach transfer powered by sustainable rapeseed oil, hosted by a local DMC who added insight with a brief city tour between stations.

Sustainable Venues and Purposeful Choices

That evening’s dinner took place at Neubad Lucerne, a standout venue that beautifully embodies the harmony of environmental consciousness and social impact. A striking example of adaptive reuse and social enterprise. Formerly a public swimming pool, it has been reimagined into a creative venue that supports community-led initiatives and artistic programming which perfectly aligned with the Go Sustainable mission.

The following day continued with a guided walking tour of Lucerne’s historic centre, before boarding the MS Cirrus, an energy-efficient boat designed with reduced fuel consumption in mind. A delicious vegetarian lunch was served onboard, offering guests a taste of thoughtful, sustainable dining, with valuable networking time as the group travelled across Lake Lucerne taking in the breathtaking panoramic views.

The journey then climbed Mount Rigi, in Vitznau, via the iconic cogwheel train, Europe’s first mountain railway, adding a historic layer to the sustainable travel story.

Dinner was hosted at Restaurant Elmira, a Michelin-starred venue focused entirely on plant-based fine dining. “Vegetarian ingredients were transformed into an innovative, high-end culinary experience that artfully blended creativity with flavour,” said Laura. “Sustainability was present not just in the sourcing, but in the ethos behind each dish.”

Workshops, Waste, and the 5 Rs

Saturday introduced a series of hands-on, purpose-driven workshops. Though Laura was assisting in workshop planning and missed the morning run through Zurich, one of the standout sessions of the day was Taste the Waste. Here, participants created a full lunch using surplus ingredients that would otherwise have gone to waste, such a creative and delicious exercise in circular thinking. What began as a creative test turned into a fun and rewarding experience, embraced wholeheartedly by everyone involved.

event:decision then partnered with the Zurich Convention Bureau to deliver a workshop focused on sustainable event delivery. Grounded in our 5 Rs framework – Refuse, Reduce, Reuse, Repurpose, Recycle – we explored some of the common barriers event planners face today and dove into practical strategies for reducing impact and how partnering with social enterprises can help maintain quality without taking anything away from the guest experience.

A key theme was the use of our Impact tool which offers planners and suppliers a transparent, data-backed way to assess and improve the sustainability of their events.

“The Impact Certificate is proving especially popular with both planners and DMCs,” Laura shared. “It gives them a clear and credible way to demonstrate progress and value to their clients.”

The session also encouraged collaboration with social enterprises, showing how event delivery can support local communities, not just minimise harm.

Culture, Connection, and Closing the Loop

The day closed with a guided walk through Zurich’s charming old town before sitting down to a traditional Swiss dinner, accompanied by a live music performance from a local folk band. It made for a memorable, authentic evening with true cultural immersion.

The group returned home on Sunday by train, once again benefitting from the ease, comfort, and low-carbon efficiency of rail travel. “Zurich–Paris–London was just as seamless and relaxed as the outbound leg,” Laura reflected.

Measuring What Matters

Beyond inspiration, the trip delivered measurable outcomes. Our Impact Certificate provided a clear view of the event’s sustainability performance, capturing emissions savings and highlighting areas of excellence.

The forthcoming TRACK report (to be published soon) will take this a step further, offering deeper insights into the environmental and social metrics of the journey. From travel to venue use and food choices, each element was assessed with precision – translating sustainable intentions into actionable data.

Final Thoughts

A big thank you to the Swiss team, Tiffany, Melanie, Reto, Gregory, Anna & Inge and all the many partners involved. Go Sustainable wasn’t just a showcase of good ideas, it was a working example of what sustainability in events can look like when it’s built into the DNA of every decision. From carbon-efficient travel and ethical dining to authentic local engagement, the experience provided a model for how our industry can lead by example.

At event:decision, we believe in delivering more than just green checkboxes. We believe in evidence-based impact, smart partnerships, and intentional design – values clearly reflected throughout the Go Sustainablejourney.

Want to Learn More?

  • Explore our Impact Tool and how it can be applied to your events
  • Discover Track—our measurement system for emissions, engagement, and more
  • Read about our services or contact our team directly for a tailored sustainability plan

Questions? Reach out via hello@eventdecision.com

View the event image gallery from Go Sustainable here!

Question Time continued… (EIN-style)

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Event Industry News Sustainable Events Guide Launch

This week we are covering the last four of the eight topics from questions put to the panel at the Event Industry News annual Event Sustainability Breakfast Briefing.

  • Measuring impact and proving sustainability efforts
  • Selecting sustainable suppliers and venues
  • Executing sustainable events in practice
  • Addressing policy, regulation, and accountability

Here are the final selection of questions we didn’t manage to discuss – and event:decision’s (short!) associated thoughts:

5. Measuring impact and proving sustainability efforts

Tracking & Reporting Sustainability Metrics

  • How can we efficiently measure the impact of events?   The first is to look at the carbon footprint of your event (& you really should include delegate travel in this piece). Either subscribe to a platform and input the data or push the job to event:decision’s Track, the #1 service globally.  Second way is to undertake an Impact: Responsible Event Review – the ONLY tool that allows you a checklist across the whole of ESG, with embedded sustainable suppliers, event scorecards and event team performance.
  • What are the most effective and accessible methods for tracking and reporting sustainability?   See above for that…
  • What key metrics and reporting frameworks should event organisers prioritise to measure real impact?   In carbon terms, targets are longer-term than event-by-event & include various net-zero frameworks such as Science-based Target Initiatives (SBTi). In wider sustainability, Impact: Responsible Event Reviews benchmark your event and team performance against industry sector mean performance.
  • How can we improve carbon tracking and ensure accurate offsetting in the exhibition industry?   In short, measure. If you are a stand/booth owner it’s simple enough to report the carbon footprint yourself, with an online tool or a service such as event:decision’s Track Reporting.  If you’re a show or portfolio-owner, ask event:decision, we have tried & trusted methods to report the impact of your whole show, from space-only to visitor travel. Don’t forget the SOCIAL value of holding a show as well!

6. Sustainable Venue & Supplier Selection

Choosing the Right Suppliers & Venues

  • Are sustainability accreditations important to clients, and if so, which ones?   Take a look at the data in the event:decision & micebook’s Most Sustainable Agencies recognition programme. Plenty of data on accreditations.
  • What is your definition of green venues?   Venues can usually demonstrate environmental sustainability in a number of ways, accreditations such as Green Key & many others. Issue is, you can host a pretty low-carbon event at most venues and a pretty high-carbon event at the same venues, it all depends on the travel factor. Suggestion is that agencies – you concentrate on the elements you can control & try to select venues accessible to the audience – Venues, work hard on the factors you can control. Don’t forget, venues, you can make a REAL DIFFERENCE in social value with links to local sustainable supply and communities.
  • How can historic venues balance sustainability with the constraints of listed building status?   Pretty hard to get around listed status, just ask BMA House, but you can work on innovations in service, such as the weekly menus BMA House offer as part of the meeting proposition.
  • What key criteria should event planners look for when selecting a green venue?   Above all, search for and select a suitable venue that is accessible to your audience geographically. Then filter by proposition, see above for accreditations.

7. Sustainable Event Execution: Practical Steps

Reducing Waste & Circular Economy

  • How do you avoid unnecessary waste after an event such as an exhibition?   Three ways:
    1. Design out unnecessary waste in terms of re-usability, material and supply-chain. Ask your builder(s) how & what they will do with materials post event. We’re living in a dreamland if we think all materials can be infinitely re-used, brands require more flexibility in terms of visual approach and messaging.
    2. Put the end-of-life channel for the stand/booth/materials you commission into your contract. If you want to audit your supplier post-event, please do. Yes, this will take time, but if they’re a trusted and regular supplier you’ll have good reason to visit with them regardless.
    3. Measure both the carbon footprint of the stand & the social impact. You will see incremental improvements YOY if you action (1) & (2) above.
  • How can we promote a circular approach in events?   If you can’t reuse materials created for specific events, look to Event Cycle and Used Creative.
  • What are your top tips to enhance sustainability and circularity for a global exhibition client?   See above
  • What are some quick wins for a production company to maintain an eco-friendly service?   Think cleverly about materials. It is possible to reduce the carbon impact of the same programme by 50% between Yr 1 and Yr 2. We have clients who have demonstrated this. After that it can become harder.  Use local crew. The largest carbon factor in nearly ALL expo stands is the travel associated with both brand staff and build crew. At least you can try to source the general crew locally.

Food, Travel & Merchandise Impact

  • How do you support event clients in measuring travel and transport impacts?   With the #1 global event carbon footprint service, Track, which has an automated link within to the market-leading platform to capture and produce low carbon travel plans from You.Smart.Thing.
  • What is the best way to represent carbon savings per meal type at events?   We often advise clients to put plant-based options at the top of the menu – proven to increase uptake. We also encourage chefs to indicate low-carbon options in the same way as chilli-heat & or calories on many menus.
  • What are the best ways to promote sustainable travel to events?   Select a venue that is accessible via public transport. Consider subsidising or enhancing public travel options. Use a Travel Tool such as within Track.

8. Policy, Regulation & Industry Accountability

Regulatory Challenges & Avoiding Greenwashing

  • Will governments set targets for organisations to improve their sustainability impact?   Not in the short term, no. The EU is re-looking at company carbon emissions reporting as we speak in early 2025, update due May-25. In the US, it’s a different story, for now. Main pressure to deliver responsibly and sustainably comes from within companies, brand values and customer demand.
  • How do we ensure sustainability remains a priority despite regulatory rollbacks?   Keep pushing for sustainable events, if you’re a corporate, a brand, an agency or a venue. For now, it’s still a commercial advantage. The main driver for sustainable behaviour is customer demand. This really is up to us all as consumers, vote with your wallet.
  • How can we differentiate truly sustainable brands from greenwashing competitors?   In the event world there is little external comparison of clients’ events due to commercial sensitivities. There are many brands espousing sustainability accreditations at Board level, whilst delivering clearly unsustainable event programmes, all with agency and supplier support. If you’re brave, call them out. At present the best indicator is within ‘agency-land’ is this.  Check for accreditations, they hopefully have stringent compliance criteria.
  • How can businesses balance profitability with sustainable practices?  Without sustainability (Environmental, Social and Governance) there is little point in profit, an unsustainable business is by definition, a fairly short term endeavour. If one means purely environmental sustainability, this is a vital issue that the event sector needs to address. One cannot produce live events with no impact. The larger the event, the larger the impact.
  • Is sustainability a threat to the event sector?   Absolutely not. It’s the largest opportunity we’ve had in a generation.

Sustainability in the events industry isn’t just a challenge, it’s an opportunity. By prioritising impact measurement, responsible supplier choices, waste reduction, and proactive policy engagement, we can build a more sustainable future for events. The insights shared at the Event Industry News Breakfast Briefing highlight that while there’s still work to do, practical solutions are already within reach. The real question is: how will you take action?

Question Time… (EIN-style)

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Event Industry News Sustainable Events Guide Launch

Last week Event Industry News published their sixth Sustainable Events Guide, launched with the annual Event Sustainability Breakfast Briefing.

event:decision took to the stage alongside Chrissie Beck Worlds Better, Anna Abdelnoor Isla, Nick Grimaldi Shelton Fleming and Hannah Robinson from BMA House.

A record number of guests were invited to submit questions during registration – so many questions in fact, that as a panel we were unable to answer many due to time constraints.

So we thought we’d have a go. This week we’ll cover the first four of eight topics:

  • Identifying & Prioritising Sustainability in Events
  • Stakeholder Engagement & Changing Behaviours
  • Cost vs. Sustainability: Making It Affordable & Accessible
  • Innovation, Technology & Future Trends

Here is a selection of the questions we didn’t manage to discuss – and event:decision’s (short!) associated thoughts:

1. Identifying & Prioritising Sustainability in Events

Assessing & Improving Sustainability

  • How do you identify areas in need of improvement/stay updated with new developments to become more sustainable?   Undertake an Impact: Responsible Event Review which provides you with a checklist of possible sustainable actions, with actionable insights and a benchmark to show how you compare with other events.
  • What is one small change you could make in your event briefs to start delivering incremental change?   Ask your supply-chain to list or benchmark specific actions they are taking to align with your event sustainability goals.
  • What is the most effective way to influence sustainable travel to events?   Provide each & every delegate with a personalised low-carbon Travel Plan, accessible via Track

Biggest Sustainability Challenges in the Events Industry

  • What would you say is the most pressing sustainability issue in the events industry?   Be brave, you won’t be called out if you’re honest, open and transparent. If you’re still saying “we’re at the beginning of our journey” you are falling behind your peers.
  • Where is the revolution in sustainability happening in the events sector?   It’s happening right now. What we’re not seeing is wholesale changes in delegate behaviours. By delegate behaviours we mean, of course, you and us. This issue is larger than the events industry, but should not allow us to side-step it.
  • What are the biggest barriers to engagement that you face from clients?   Fear of getting it wrong. “We’re too busy to engage with sustainability” or “We’re not in the right place” are both comments ecent:decision has heard first hand. If you’re still saying this, your model not sustainable. The support and tools are there for you & they are simple to use.
  • One of our problems is breaking client habits—how can we move away from throwaway practices while maintaining good margins?   If you’re brave enough, remind your client of their own values. These will not be “use the cheapest and least sustainable method of delivery possible”. Suggest viable, more sustainable, alternatives. Agencies tell us they get good reactions to doing this.

2. Stakeholder Engagement & Changing Behaviours

Convincing Clients & Stakeholders

  • How do we convince a client that opting for sustainability is a better choice, even if the cost is higher?   Advise your client that they are not following best-practice and that the event model is considered unsustainable. Reference (1) above, be brave.
  • Are there any tips on gathering support and behaviour change from regular suppliers who may be slower in adopting sustainable practices?   First, speak frankly with your supply partner. If still no action, vote with your feet. Use a different supplier.
  • How do we ensure sustainability actions are put into place by the industry?   No one organisation is responsible or speaks for for the entire event industry. End-user client briefs are already almost all asking for sustainability credentials and competition between event delivery organisations & planners is driving sustainable practice.

Industry-Wide Collaboration & Standardisation

  • How can we come together as an industry to be more sustainable?   Show your peers what good looks like. Trade with sustainable supply-chain, those who demonstrate clear, unambiguous objectives in sustainability. Maybe don’t trade with those who do not.
  • How can event planners foster stronger collaborations with venues to improve sustainability?   Support, by booking, venues who demonstrate sustainable credentials (ISO, BCorp, EcoSmart and others)
  • What fundamental sustainability standards should suppliers, and planners follow?   The Power 30 Most Sustainable Agencies 2025 showed that there are a number of standards that agencies and venues can achieve. Each is nuanced, but make sure that you achieve and hold at least one accreditation.
  • How can event managers navigate the challenge of verifying sustainability claims in complex supply chains?   Audit your suppliers. Doesn’t need to be a time-consuming desk audit necessarily. On site, take a look – have they wrapped in plastic where they said they would not? Where have the crew travelled from? A London venue claiming to use only local labour and public transport employs an AV Tech who drives 50 miles across London every day, in direct contravention of policy. Why would we believe anything else they claim?

3. Cost vs. Sustainability: Making It Affordable & Accessible

Financial Considerations & Return on Investment

  • How can sustainability be accessible/affordable for all venues?   Venues can choose whether to accredit and which practices to put in place. The level of affordability will no doubt be a major factor in the decision, balanced against potential additional revenues associated with more sustainable practices.
  • What are the financial costs of implementing sustainability practices?   Sometimes very little, sometimes none. Depends on the nature of the event. Many materials associated with Paris 2024 are in storage for the next Winter Olympics, for example. Yes, there is a cost for this – but weighed against binning/burning them – seems like a good choice.  Can event profs do the same for smaller events?   We think so.
  • What financial incentives are available for businesses to improve their footprint?   It has been demonstrated by McKinsey, Bain, Harvard Business Review and almost every worthwhile media title & consultancy that by definition, sustainable businesses deliver better returns. In the short-termist event delivery business, competitive advantage is still an incentive as practices vary widely.
  • When cost realities hit, what are the most compelling justifications to keep pushing for sustainability?   If you’re brave enough, remind your client of their own values. These will not be “use the cheapest and least sustainable method of delivery possible”. Suggest viable, more sustainable, alternatives. Agencies tell us they get good reactions to this.

4. Innovation, Technology & Future Trends

New Solutions for Sustainable Events

  • What event technology is available to make events more sustainable?   Check out Impact: Responsible Event Reviews. A checklist, supplier partners, event scorecard and sustainability benchmark all rolled into one simple tool.
  • What is the best way to measure an events’s sustainability levels?   Carbon footprints like event:decision’s Track are great, in a way. But many struggle to understand what tons of carbon relate to. For a wider view on real sustainability, Check out Impact: Responsible Event Reviews.
  • AI tools can assist in event planning but come with a carbon impact—how should we address this?   Concentrate on what you can control – event planning factors such as travel, accommodation, F&B, materials and transport. The event sector won’t solve the global energy conundrum.
  • What role could AI play in sustainability?   Quite early to be clear on this. AI tools lack real-world event planning capability and (so far) the nuance of supply chain. Hopefully, this will evolve.
  • Are there best practices for reducing the environmental footprint associated with temporary staffing?   Source locally, encourage public transport use. Provide each staffer with a personalised low-carbon travel plan, such as one available via event:decision’s Track.

Exciting Sustainability Innovations

  • Is there any innovation or change in the industry in the last year that you’re particularly excited about?   Check out Impact: Responsible Event Reviews.
  • What has surprised you most about sustainability in the last six months?   The excitement with which event planners are engaging on the Social element of ESG. It’s not ALL about carbon – we are uniquely placed to push social values and benefits within the event sector. Get to it!
  • What role should governments and emerging technologies play in driving sustainability?   This is a very wide question & somewhat beyond the scope of event:decision – but leadership in sustainable practice and support for sustainable innovation would be good starting points. Sometimes, some of this is evident in events – sometimes not.

Why the Power 30 matters: creating a more sustainable event sector

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Another industry list, another round of awards – so what makes this different? The Most Sustainable Agencies 2024-25 recognition programme goes beyond accolades and provides an insight into sustainability within event agencies and their impact on co-creating a more sustainable event sector.

Sustainability has become a core focus across industry trend reports, innovation reviews, and strategic analyses over the past three years. Event agencies hold a pivotal role in shaping the sector, acting as hubs of expertise, planning, operations, and innovation. Understanding their progress in delivering responsible and sustainable events is now more crucial than ever.

At event:decision, we occupy a unique position within the industry, partnering with over 120 agency brands to provide data-driven insights and advisory services. Our initiatives include Track, the leading global event carbon measurement service, and Impact: Responsible Event Reviews, which help planners and producers assess the ESG (Environmental, Social, and Governance) impact of their events. Additionally, Evolve provides a structured sustainability framework for exhibitions, congresses, and associations.

Our collaboration with micebook – widely recognised as the go-to platform for event professionals seeking content, suppliers, and inspiration – further amplifies our reach and impact.

We extend our gratitude to the partners and supporters who have contributed to making the Most Sustainable Agencies 2024 a reality. Encore EMEA, our headline partner, is setting the standard with its Responsible Business programme. Wyboston Lakes Resort continues to demonstrate the hospitality sector’s potential for driving both environmental and social sustainability. Meanwhile, the Sustainable Event Show remains a key forum for progress. Looking ahead, we anticipate further developments in 2025 through continued industry collaboration.

To determine the Most Sustainable Agencies, participants completed a comprehensive questionnaire covering strategy, tactics, and accreditation. This was followed by an analysis of real-world case studies, ensuring an evidence-based approach. Rather than being judged, submissions were scored and benchmarked, providing the clearest possible picture of sustainability performance across the sector.

The Power 30 list recognises 30 event agencies that are making significant strides in sustainability. While each organisation is at a different stage of its journey, all have demonstrated a commitment to embedding sustainable practices within their internal operations and event delivery. Rather than publishing rankings, the programme provides an A-Z list, offering an individual spotlights on each agency based on their submitted data.

The inaugural Power 30 Most Sustainable Agencies are:

2Heads, Amex GBT M&E, Aspect, BCD Meetings & Events, BeaconHouse Events, Bray Leino Events, Brighter, Broadsword, Cheerful Twentyfirst, Chorus, DRPG, emc3, Goose Live Events, Identity, Lemon Lane, The Marble Group, Nteractive, Powwow Events, Production Bureau, PSP, Pure Communication Group, Sledge, Sleek, Stitch, Top Banana, Touch Associates, TRO, TTA, Verve The Live Agency, Zentive Agency.

To further highlight their achievements, in-depth interviews were conducted with some of the highest-scoring agencies, providing more insights into their sustainability achievements. Additionally, several standout events were recognised for their exceptional sustainability efforts. Our collaborative and transparent approach ensures the focus remains on shared progress and industry-wide improvements, rather than competition.

With sustainability becoming a growing priority for event clients, agencies that embrace benchmarking data gain a competitive edge, positioning themselves as industry leaders. Demonstrating a strong commitment to sustainable practices not only enhances credibility but also attracts clients who prioritise environmental and social responsibility.

Ultimately, sustainability benchmarking goes beyond individual agency performance – it supports the broader mission of building a more sustainable event sector. By fostering collaboration and knowledge-sharing, our initiative equips agencies with the tools to navigate the complexities of sustainability while keeping pace with the industry’s evolving landscape.

To those recognised, congratulations. To those aspiring to be – keep striving!

A digital magazine accompanies the initiative with compelling stories, infographics and a summary of all winners is here.

We hope you find the insights valuable.

event industry sustainability

What does an analysis of 75 industry reports tell us about event sustainability?

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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.

For specific event or programme responsible delivery and sustainability audit & advisory please contact us.

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

 

regeneration in events 2025

‘Regeneration’: the 2025 word of the year in event sustainability

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The word of the year for the events sector in 2025 – moving from ‘doing less harm’ to ‘doing more good’.

As we approach 2025, the events sector is embracing a transformative shift in sustainability with 2025 the year we predict ‘regeneration’ will emerge as a defining concept. Unlike traditional sustainability, which focuses on maintaining the status quo, regeneration aims to restore and enhance ecosystems, communities, and economies we affect. This proactive approach is reshaping how events are conceived, planned, and executed, making it our Word of the Year for 2025.

Understanding regeneration in events

Regeneration in the context of events involves creating experiences that not only minimise environmental harm but actively contribute to the restoration and improvement of the local environment and society. This encompasses a range of practices, from ecological restoration projects associated with event venues to initiatives that support local communities and economies. The goal is to leave a positive legacy that extends beyond the event itself, ensuring that the areas touched by these gatherings are better off as a result.

Key principles of regenerative event planning

Ecological enhancement: Implementing measures that restore natural habitats, increase biodiversity, and improve ecosystem services in and around event locations. This could involve planting native species, creating green spaces, or supporting local conservation efforts.

Community engagement: Collaborating with local communities to ensure events meet their needs and contribute to their well-being. This includes sourcing materials and services locally, providing employment opportunities, and respecting cultural heritage.

Circular economy practices: Designing events that minimise waste and promote the reuse and recycling of materials. This involves thoughtful planning to reduce single-use items, implementing comprehensive recycling programmes, and encouraging attendees to participate in waste reduction efforts.

Carbon positivity: Going beyond mere carbon neutrality by implementing strategies that result in a net reduction of atmospheric carbon dioxide. This can be achieved through initiatives such as reforestation projects, investing in renewable energy, and supporting carbon capture technologies.

Education and advocacy: Using events as platforms to raise awareness about regenerative practices and inspire attendees to adopt similar approaches in their personal and professional lives. This can be facilitated through workshops, informative displays, and engaging speakers who are experts in sustainability.

Case studies of regenerative events

Example 1 – large scale: The Paris 2024 Olympics

The organisers of the Paris 2024 Olympics set a new benchmark for low-carbon sporting events by adopting a pre-event carbon budget and aiming to reduce emissions by at least 50% compared to previous Games. Key strategies included utilising 95% existing or temporary stadiums, constructing new builds with less carbon-intensive materials, and adopting renewable energy sources. Transportation efforts featured electric and hydrogen-powered fleets and accessible public transport. Additionally, athletes were encouraged to consume more plant-based, locally sourced food, while medals were made from recycled materials. These initiatives demonstrate a commitment to not only minimising environmental impact but also contributing positively to the host city’s ecological and social landscape.

Example 2 – smaller scale: micebook Ventures 2022, Liverpool UK

micebook is the leading digital hub for #eventprofs worldwide to source destination content, suppliers and inspiration. Running a series of impactful and educational events, including the Ventures series, 2022 saw Liverpool in the UK take centre stage.

A sustainable summit for purpose-driven event industry leaders, themed around the concept of Rebuilding Better. Ventures22 was a platform for event buyers and suppliers to share knowledge and collaborate to make better choices and create more sustainable experiences that have a positive rather than negative impact on our planet. The whole city of Liverpool collaborated to offer event professionals a one-off experience that was not only inspirational  but also included city authorities, local higher-education organisations and students and apprenticeships, cutting-edge building design for better meetings, global authority on events and the environment, corporate social responsibility, event travel and event supply innovation. An event that continues to be discussed amongst a very experienced audience.

Implementing regenerative practices in your events

To embrace our 2025 word of the year, consider the following steps:

Conduct a regenerative impact assessment: Evaluate the potential positive contributions your event can make to the local environment and community. This assessment should identify opportunities for ecological restoration, community engagement, and economic support. event:decision’s Impact: Responsible Event Review is a good starting point.

Collaborate with local stakeholders: Engage with local governments, businesses, and community groups to align your event’s goals with regional sustainability objectives. This collaboration can lead to mutually beneficial outcomes and ensure that your event supports local needs and aspirations. Convention & Visitor Bureaux (CVBs) & Destination Management Companies (DMCs) can support this.

Design for minimal resource consumption: Plan your event to use resources efficiently, prioritising renewable materials and energy sources. This includes selecting venues with sustainable practices, choosing suppliers who share your commitment to regeneration, and implementing energy-saving measures throughout the event.

Promote sustainable transportation: Encourage attendees to use low-impact transportation options, such as public transit, cycling, or carpooling. Providing incentives for sustainable travel can significantly reduce the carbon footprint of your event.

Educate and inspire attendees: Incorporate educational elements that inform participants about regenerative practices and motivate them to adopt similar approaches. This can be achieved through informative sessions, interactive exhibits, and providing resources for further learning.

Measure and report outcomes: Track the regenerative impacts of your event and share the results with stakeholders to demonstrate your commitment and inspire others. Transparent reporting can also help identify areas for improvement in future events.

The future of regeneration in event sustainability

As the concept of regeneration gains traction, it is poised to become a cornerstone of event sustainability strategies worldwide. We see this already for larger global events such as Olympic and Commonwealth games. The jury’s out on some other sporting projects at present.

By adopting regenerative practices, event planners can create experiences that not only entertain and educate but also leave a lasting positive impact on the planet and its inhabitants. This shift represents a profound change in the industry’s approach to sustainability, moving from a mindset of ‘doing less harm’ to one of ‘doing more good’.  ‘Regeneration’ encapsulates the evolving aspirations of our industry as we enter 2025