Groundbreaking partnership in event sustainability announced

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Groundbreaking partnership between event:decision and the travel demand management platform You.Smart.Thing.

The collaboration will provide event organisers with the tools to facilitate personalised low-carbon journeys for event delegates, nudging them towards net-zero travel, and integrating comprehensive planning, delivery, and tracking of event environmental impacts.

Addressing the sustainability challenge of event travel

One of the most challenging aspects of event sustainability has traditionally been the accurate reporting and mitigation of travel impacts associated with delegate and visitor journeys. The sustainable event travel partnership between event:decision and You.Smart.Thing specifically addresses this issue within the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. Our new solution allows both B2B and B2C event planners to seamlessly include their audience’s travel patterns and the corresponding environmental impact in their sustainability reports, achieving an unprecedented level of accuracy through event:decisions’s Track reporting tool.

Innovative integration for sustainable travel

The integration of You.Smart.Thing’s platform into Track represents a significant advancement in the measurement and management of event travel impacts. Every Track report can now incorporate sustainable door-to-door travel planning powered by You.Smart.Thing. This global system recommends personalised low-carbon journey options, records mode choices, accounts for multimodal routes, and curates a visitor experience that encourages sustainable travel behaviours. With over 200 event brands already utilising event:decision’s  Track reporting service, this enhancement will enable event organisers to better understand and mitigate their events’ travel impacts.

Our commitment to sustainable event planning

Both partners are dedicated to providing formalised processes for planning, delivering, and tracking the environmental impacts of events. Matt Grey, Director at event:decision said:

“Whilst we’re delighted to be recognised as market leaders in event impact measurement and mitigation, automatically adding the capabilities of ‘You.Smart.Thing.’ into Track reporting takes our service to a completely new level. Now organisers of events, conferences, congresses, and exhibitions can both measure visitor travel impact and start to nudge visitors onto more sustainable modes of transport.”

Chris Thompson, CEO at You.Smart.Thing, added

“Partnering with event:decision is an important way for us to extend our commitment and reach into the corporate and agency-led market. We know that our large event and public sector clients already benefit hugely from our sustainable travel planning platform. We’re delighted to be able to bring this unique new product to the MICE market alongside event:decision.”

Case Study: The Commonwealth Games in Birmingham

An excellent example of the effectiveness of You.Smart.Thing’s platform was seen in the Commonwealth Games held in Birmingham. The platform played a crucial role in managing the travel demand and ensuring that the event’s transportation logistics were as sustainable as possible.

During the Games, You.Smart.Thing provided tailored travel advice to attendees, offering multimodal journey options that prioritised low-carbon transport methods. This included public transport, walking, cycling, and shared mobility services. The platform’s ability to provide real-time updates and personalised recommendations helped reduce the overall carbon footprint of the event.

Moreover, the data collected during the event enabled organisers to gain deep insights into travel behaviours and the effectiveness of various interventions. This data was invaluable in planning for future events, ensuring that sustainable travel options could be optimised and more widely adopted.

Enhancing the MICE sector

We expect the integration of You.Smart.Thing’s platform into our services to have a substantial impact on the MICE sector. By automating the measurement of audience travel patterns and their environmental impacts, event organisers can make more informed decisions that align with sustainability goals. This integration not only simplifies the process of collecting and analysing travel data but also provides actionable insights that can lead to tangible reductions in carbon emissions.

This sustainable event travel partnership sets a new standard for sustainability in events. As more event organisers adopt these advanced tools, the collective impact on reducing carbon emissions could be significant. The collaboration highlights the importance of innovation and cooperation in addressing global sustainability challenges.

For more details on how event:decision can help meet your sustainability goals, get in touch.

the Power 50 Most Sustainable Agencies UK

Power 50 Most Sustainable Agencies UK Launches

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event:decision and micebook bring you the Power 50 Most Sustainable Agencies UK, the top 50 most sustainable event agencies in the UK market.

A new partnership between event:decision and micebook to create the Power 50 Most Sustainable Agencies, UK recognises the increasing importance of sustainability in the events industry. By highlighting agencies that excel, the Power 50 Most Sustainable Agencies, UK will not only reward those who are leading the way, but also set the benchmark for others to aspire to.

Clients are more than ever before seeking to collaborate with agencies and third-party suppliers that demonstrate strong sustainability credentials, given the intense pressure they are under to meet ambitious published carbon reduction targets. The events industry is a significant contributor to carbon emissions, given the travel, logistics, accommodation and waste often involved. So, ESG (Environmental, Social Governance) credentials and capabilities have become essential parts of the event buying decision-making process. As a result, our sector has seen a growing push towards more sustainable practices, including the use of renewable energy, waste reduction strategies, and sustainable travel initiatives.

Agencies that succeed in these areas not only help mitigate their own environmental impact but also meet the increasing demand from their clients for more responsible event solutions. But, sustainability in events goes beyond environmental considerations. It also encompasses social and economic dimensions, such as ensuring fair working practices, supporting local communities, and promoting inclusivity and diversity. Agencies that adopt a holistic approach to sustainability are likely to be more successful in the long term, as they address the full spectrum of ESG criteria.

The Power 50 Most Sustainable Agencies, UK will identify and celebrate UK event agencies that exemplify sustainability in their internal business practices as well as demonstrating an ability to deliver sustainable outcomes for events. Unlike subjective assessments, the ranking will be based on pre-published credentials, ensuring a qualified, scored, and benchmarked list of top performers in sustainability. It will highlight real capabilities and tangible proof points for responsible events.

“We anticipate great engagement from the agency community, many of whom are already working very hard to understand and deliver more sustainably across a wide range of events. Whether full-service agencies, event management, build & production, logistics, experiential, destination management companies, incentive houses, sporting agencies, venue-sourcing, exhibition design & build, or creative production, those who can provide proof points of sustainable event-business practice will now have the chance to demonstrate this publicly.”

Matt Grey, event:decision

The Power 50 Most Sustainable Agencies is open to all UK-based event agencies, with a small entry fee.  As the formal launch approaches in mid-Jul, agencies across the UK are encouraged to prepare applications and showcase their sustainability credentials. It’s an ideal opportunity for event agencies to gain recognition for their efforts and to inspire others within the industry to adopt more sustainable practices.

“Building on the already successful series of events with a sustainable focus, including micebook Ventures and Power 50 Green Champions in 2024, we are delighted to partner with event:decision for the Power 50 Most Sustainable Agencies UK. This list will feature the most sustainable event agencies in the UK, with plans to expand to a wider geography in 2025-6.”

Chetan Shah, CEO & Founder of micebook

Looking ahead, the expansion of the Power 50 Most Sustainable Agencies to a wider geography in 2026 reflects the global nature of the sustainability challenge. As the world continues to grapple with the impacts of climate change, initiatives such as the Power 50 Most Sustainable Agencies play a crucial role in driving change and encouraging the adoption of more sustainable practices.

As Matt Grey neatly put it, this is a chance for agencies to publicly demonstrate their commitment to sustainability and to contribute to a more sustainable future for the events industry.

Applications are set to open next month, so register your interest now.

And for more details on how event:decision can help meet your sustainability goals, get in touch.

Event Sustainability Heroes: Anna Peters at Evolve Events

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Introducing one of our favourite event sustainability heroes

We’re continuing our series in 2024 with a chat with Anna Peters, Creative Director at Evolve Events, a Micebook Power 50 Green Champion and a passionate advocate of sustainable travel in events.

Q: How did you first became interested in sustainability?

“You know, events are all about bringing people together, but with climate change becoming increasingly visible, the pressure’s on for the event industry to step up its game. As sustainability transforms from a ‘nice-to-have’ to a ‘need-to-have’, clients are seeking deeper commitments from event planners, venues and destinations. It’s no longer sufficient to say, ‘We’re eliminating straws’ or ‘We only wash towels only upon request’.

Our clients are requesting eco-friendly event setups, looking to us to create events that are not only sustainable-focussed and align with their values but where the impact of hosting the event can be measured, and with the Corporate Sustainability Reporting Directive taking effect this is set to increase. Sure, we can we advise them on which venue prioritise sustainability or how to incorporate sustainable menu options, all of which are super important, but it was when I discovered that travel can rack up a whopping 78% of an event’s emissions, I realised that taking responsibility for the door-to-door aspect of an event is where we can really make a huge difference.

More and more, event attendees are starting to question if they can justify travel to events in a climate crisis. The simple answer? Yes, we can. The ascent of AI and the era of remote work exemplify why fostering real-life connections has never been more crucial. But to meet carbon targets, those frequent flyers among us must take to the skies a bit less.

Here’s a fact that really hit home for me: transporting delegates by plane on average pumps out 258grams of CO2 per passenger mile but this can be reduced to 14grams if you switch to rail. So, over the last couple of years, we’ve started recommending and adopting train travel for European events, and it’s been eye-opening. The eco-friendly benefits are undeniable, but what’s really caught us off guard are the additional benefits that come with train travel.

The journey is no longer just a means of transportation; it becomes an integral part of the event experience, adding a touch of adventure and sustainability to the mix.”

Q: What sustainable habits are important to you?

“At Evolve we’ve been partnering with Eurostar, taking groups to European events and we’ve seen just how trips-by-train enable deeper connections, fun adventures and more authentic experiences before even arriving onsite. It’s great to be able to bring teams together from the get-go; exclusive carriage hire in particular is a brilliant way to get everyone together over onboard activations.

We need to bring terms like ‘compassionate travel’ and ‘positive impact’ into our planning of events, choosing to host in destinations and venues where benefits and revenues trickle into local communities and economies, leaving behind a positive legacy.   

Beyond the environmental impact, train travel facilitates unique connections. The gentle sway of wheels on tracks encourages interactions that just don’t happen at 30,000 feet. Comfort also becomes a revelation – stretching out and relishing scenic beauty adds relaxation to the journey.”

Q: Have you any tips or tricks for living a more sustainable lifestyle that you’d recommend for others?

“So when it comes to sustainable travel, my big tip is to change your mindset about the use of time. Flights may seem quicker, but when you factor in all the waiting at the airport, well they’re often not that much faster than hopping on a train. Plus train stations are usually smack bang in the city centre, cutting down on transfer time. Pro-tip: look for hotels and venues that are near the train station to aid a seamless transition for your delegates from travel to chill mode.

It’s also about how you spend your time. Waiting at an airport can be stressful and flying can be uncomfortable. On the train, you can get up and walk around whenever you want. There’s wifi enabling you to work but you can also relax and unwind. We all live in a busy world, so slow travel is an investment in wellbeing. Taking the train is a great way to ensure everyone arrives relaxed and recharged, ready for the event.

Slow travel isn’t just about getting from A to B, it’s about savouring the journey. Instead of rushing for that onward connection, why not seize the opportunity to pause and share a memorable moment in the country you’re travelling through? Imagine sipping Belgian Beers at the Grand Place in Brussels or indulging in classic Crepes Suzette at the iconic Le Train Bleu in Paris. These moments aren’t just about grabbing a bite to eat, they’re about creating shred experiences that deepen connections and leave lasting impressions.

At Evolve we’re often asked to talk about the importance of sustainable travel within the events industry. However, it’s equally important to consider how to facilitate any sustainable choices in our personal lives. That’s why at Evolve Events, we’re proud to be one of the first 100 companies to become a Climate Perks employer, empowering sustainable travel choices for our team by providing additional time off for holidaying via coach, train, or ferry instead of flying. It’s really easy to sign up and it would be great to see more event companies join us.”

Q: Are there any new areas of focus you might have for your sustainable habits looking forward to 2024?

“Looking ahead, we’re thrilled about the growing momentum behind sustainable travel practices, with corporate travel policies starting to promote shifts from air to rail and we’re seeing this reflected with the sizes of groups travelling to and from the UK to Europe for events increasing. It exciting to see the MICE industry starting to embrace tågskryt (the Swiss word for train-bragging).

But it’s not just about the environmental concerns anymore, clients are also prioritising the social aspects of sustainability. This year promises a shift towards more meaningful events, focusing on genuine connections and authentic encounters. It’s all about exploring ‘off-the-beaten-track’ destinations which not only reduces over tourism and ensures revenue goes into local communities, but also satisfying our craving for unique experiences.

At Evolve, we’re excited to be collaborating later this year with a number of European partners shining a light on sustainable destinations; expect insider tips on eco-conscious accommodation & venues, authentic local experiences, wellness retreats and of course sustainable travel adventures to help others crafting sustainable European events.”

With big thanks to Anna for talking to us about her passion for sustainable travel. If any of you would like to find out more about how we could work with you to achieve all your event sustainability and ESG goals in 2024, get in touch.

 

Train or Plane? Encouraging Sustainable Event Travel

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Encouraging sustainable event travel is a decision that will significantly impact the event’s overall environmental footprint.

For event planners and professionals, the choice between train and plane travel involves weighing up not only carbon emissions but also the broader implications of each travel choice on sustainability. With increasing attention on reducing greenhouse gas emissions, making informed and conscientious travel choices is more under the spotlight than ever before. Here’s our comparison of the sustainability of trains versus planes plus some advice on how event planners can encourage more eco-friendly travel decisions to events.

Comparing the carbon footprint: train vs. plane

Statistics from the International Transport Forum and other research groups highlight that trains emit significantly less CO2 per passenger kilometre compared to planes. In regions where the electricity grid is largely powered by renewables, such as in key parts of mainland Europe, train travel becomes even more environmentally friendly, with emissions dropping to under 10 grams per passenger kilometre. The stark contrast in emissions is primarily due to the high energy efficiency of rail transport and the intensive fuel use involved in aviation, especially during takeoff and landing. Considering the entire lifecycle emissions, including manufacturing and maintenance, trains still maintain a significant advantage over planes.

But few pressed-for-time delegates seem to actively choose to travel by train because they feel guilty about the environment or because they are browbeaten into it. So how can event professionals sell the wider benefits of sustainable event travel of taking the train over the plane?

Benefits of train travel beyond pure emissions

More relaxed travel

Train travel offers a scenic route option that planes seldom match plus the comfort of larger legroom. The ability to move around just in itself can transform travel from just a transfer to an enjoyable part of the event experience.

Connectivity and accessibility

Trains often connect directly to city centres, reducing the need for additional transfers and the associated costs and emissions. This connectivity can really enhance the accessibility of events, particularly in urban areas where train stations are hubs of local and regional transport networks.

Economic benefits

For local economies, trains can bring more consistent foot traffic than planes, which is particularly beneficial for events aiming to boost local tourism alongside their primary activities.

Addressing the ‘inconvenience and time’ push-back of train travel

While trains may take longer than planes over long distances, the time spent travelling can be turned into a productive or restful period, rather than just transit. Modern trains offer much more comfortable seating than planes, Wi-Fi, and dining options, allowing delegates to work, relax, or socialise. For event planners, positioning train travel as a time to unwind before the start of the event or a chance to catch up on work, even schedule informal meetings with fellow travellers, can reshape perceptions about lengthy travel time.

And, the hassle of early airport check-ins, security checks, and time spent commuting to and from airports often actually negates the perception of the time saved by flying when you compare hour-by-hour. Trains typically require less stringent security procedures, allowing passengers to arrive closer to departure without the stress associated with airports.

How venue & event planners can promote sustainable travel choices

Incentivising train travel

Event planners can negotiate discounts with railway companies or include train travel as part of the event registration packages. Offering exclusive benefits for train travellers, such as upgrades, vouchers, or exclusive event carriages to travel to the event with fellow delegates, can also incentivise attendees to choose the greener option.

Iconic Luxury Hotels in the UK offers event planners a percentage of the contracted value back a as hotel credit, if 50% of the delegates arrive via public transport (terms apply) Now there’s thinking out of the box!

Providing detailed information

Providing attendees with comprehensive information about their travel options, including comparative carbon footprints and time considerations, can help everyone make more informed choices. Interactive tools that allow attendees to calculate their own travel emissions can also help the decision-making process.

Encouraging slower travel

Promoting the ‘slow travel’ concept, where the journey is part of the experience, can also make train travel more appealing. Organising pre- or post-event activities that can be enjoyed along the train route, or suggesting stopovers at points of interest, can turn sustainable event travel into a whole experience in itself.

Making sustainability part of the event identity

Embedding sustainability into the event’s brand – from the choice of venue to the activities included – sets a precedent for making sustainable choices, including travel. Highlighting the environmental commitment of the event can also inspire attendees to align their travel choices with the event’s values.

For event professionals, advocating for train over plane travel is not just about promoting sustainability but also enhancing the overall event experience. By focusing on the benefits and addressing the potential drawbacks of train travel creatively, event planners can encourage attendees to make choices that align with global sustainability goals without feeling coerced. In doing so, everyone in the events industry can take a leading role in advocating for and achieving significant reductions in travel-related carbon emissions.

For more details about Track (carbon reporting for events) get in touch and see how we can help you meet your sustainability goals.

 

Learning from large-scale events on social value and purpose

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event:decision’s latest quarterly Impact report revealed that the UK event industry is lagging behind in increasing social value and purpose when considering the overall sustainability of events.

It’s an aspect that larger scale and global events have set benchmarks for in recent years, creating significant social impact through thoughtful event planning and execution. In looking at some of the ways they have approached the social value and purpose of these larger events – at every stage in the event production cycle – smaller event organisers can learn some useful lessons.

1. Event design – put social value and purpose on the agenda

Right at the very outset of planning their event these larger event organisers put increasing the social value and purpose of their event high up the agenda by:

  • Planning for social value.
  • Involving the stakeholders early on.
  • Capturing local needs and priorities.
  • Placing local basic needs at the core of the social value delivery.
  • Establishing a ‘social value’ strategy.

“For the Rio 2016 Olympic and Paralympic Games we had a series of dialogues with organisations of civil society, so we gathered with 50 NGOs from different themes, we presented to them a first draft based on a materiality analysis on what the needs of the local population were, and they gave us feedback on what were the priorities and needs.”

Tania Braga, Former Head of Sustainability, Accessibility and Legacy, Rio 2016

For Rio, the local organisations identified training and skills leading to better future employment opportunities as being  basic needs and a key social value for their communities. So; at-risk women in poor communities in Rio were trained in design, quality control and basic managerial skills and hired to make the 22,000 cushions that decorated the athlete’s apartments; young apprentices received training in sports and event management, and were given first job opportunities at the Games, and; some 1,450 young professionals were also offered training and skills in technology and subsequently jobs with Olympic Broadcasting services (OBS).

Lessons for smaller events

Deciding from the outset that social value will be part of the event’s core purpose will ensure it is front and centre in all your planning. Identifying what basic social needs there are in the local area of your event, and what the real local priorities are, will also help you consider aspects of the event that could be really useful (such as providing jobs and on-site training, as in the Rio 2016 example), rather than imposing your own ideas of what ‘social value’ looks like in that particular community.

2. Event planning  – engage the local community

Throughout the event planing process keep coming back to the core questions that will help you deliver event value and purpose for your event:

  • How will this benefit the community?
  • What is the likely social return on investment?
  • Does it meet the community’s needs?

“We worked with the host cities from the beginning of the project, we organised a meeting with the host cities to explain what we would like to do with our event and we explained to them that for the bid process, we will evaluate what kind of legacy they want for the host cities. We had them identify social environmental issues and explain how the event can help them to solve these issues.” Delphine Benoit-Mayoux,

Former Impact & Legacy Coordinator and Head of Sustainability, France 2019 FIFA Women’s World Cup

Lessons for smaller events

Establishing strong connections with the local community around your event and fostering a community spirit by involving local groups and charities in planning and execution  – as well as asking them to help you in identifying social needs and priorities – will ensure that the event reflects the diverse needs of the community and genuinely delivers social value. This will probably involve more listening on the event manager’s part than talking.

3. Implementation and post-event: plan for legacy and impact

Increasing social value and purpose in events by definition isn’t a one-off activity so you should be planning from the outset how to make sure there is a lasting impact from your event, not just on the day(s) that it takes place. This is easier of course if it’s an event that repeats, where you can build up some longer term community projects, but even one-off events can think about their social legacy. Steps to consider are

  • Launching legacy initiatives (such as a charity or Foundation) as part of the event to ensure lasting social impact.
  • Continued public engagement.
  • Re-visiting the social value strategy to ensure it stays relevant.
  • Applying lessons and sharing.
  • Ongoing measurement and assessment of impact.

Lessons for smaller events

For some larger events charitable foundations have been launched to set-up to manage community initiatives, which you could consider on a small scale. But even just thinking about raising money for charities that are important locally, and how to extend that further by involving those charities in your event, can be very worthwhile. You don’t have to build a community stadium or create a 1,000 jobs to have a meaningful impact locally.

“The company distributes large amounts of money to Greenpeace, Oxfam, Water Aid and other humanitarian causes which enhance the fabric of our society. In the running of the event the Festival deliberately employs the services of these organisations, increasing the amounts they can raise towards their objectives.”

Michael Eavis, Founder Glastonbury

By drawing inspiration from large-scale events, smaller event organisers can implement scalable strategies to enhance the social value and purpose of their events. These initiatives not only make the events more enjoyable and meaningful for participants but also positively impact the broader community and enhance the sustainability of the event. Starting by engaging the local community to identify their basic needs, then asking questions and listening, means even a small initiative can leave a lasting positive imprint on both event attendees and the local area.

For more details about Impact (ESG) Assessments and Track (carbon reporting for events) do get in touch.

 

Impact Q1 2024 event industry sustainability performance

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The very first of event:decision’s quarterly Impact updates on event industry sustainability performance brings you a summary of industry collective attainment in sustainability: 

Who are we?

event:decision® is a team of #EventProfs now providing data to almost 200 event and agency brands.We provide proof points for responsible planning, by measuring the sustainable performance of your event. Our proprietary tools and services with which we support the industry, are:

  1. Track, event carbon audit & advisory services.
  2. Impact, event ESG assessments & benchmarking.
  3. Evolve, association, congress and exhibition sustainability services.

All three widely used by event brands and driven by commercial factors, by legislative demand and, dare we say, a moral imperative to deliver events ‘better’.

Industry Performance

The event:decision Impact tool quantifies event sustainability performance by the number of factors within each of Environmental, Social and Governance (ESG) that individual events are actioning.

These statistics are the results of self-assessment by event owners, directors and producers, scoring if <30 factors across ESG are (1) being actioned (2) not being actioned or (3) not applicable to event type.

Here is where we stand across the event sector on ESG as a whole, from January to April 2024:

event industry sustainability

 

 

What does this mean?

Governance (event organising processes) ranks the highest, as befits a professional industry.

Environmental factors are ranking as more than 60% actioned, on average, likely the highest ever, given the surge in environmental consideration within the event sector since 2021.

Social factors are lagging. No surprise given the relative youth of serious discussion regarding the social benefit of events in many areas of our industry.

Focus

Each quarter we’ll highlight some of the most noticeable factors, by virtue of being well-covered by planners, or the opposite of such, as defined by Impact assessments.

Environmental factors

Social factors

  • 76% of planners state that their company has a Living Wage policy in place for event contractors and suppliers.
  • 20% of planners state they try to address at least one of the United Nations Sustainable Development Goals (SDGs) within their event scope.

Governance factors

  • 61% of planners state that their event client sits within scope of the EU’s CSRD carbon-reporting legislation.
  • 72% of planners state that their organisation already holds specific sustainability accreditation.

How do we improve both Environmental and Social metrics?

Take a look at the ESG metrics under assessment within the event:decision® Impact tool. You can do so with no commitment or financial charge, after all, our aim is to support the transition of the event industry toward a more sustainable future.

There are other resources available, both free and paid, including the UN SDGs and an updated ISO for event planners in 2024. To understand and benchmark your own events, event:decision provides proof points for responsible planning, by measuring your event sustainability performance.

For more details about both Track (carbon) reporting, Impact (ESG) Assessments and Evolve (Exhibition and Association events) get in touch.

 

better event measurement

The Future is Measured

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Why Better Event Measurement Means Better Event Planning

In the world of the event professional, the call for sustainability is no longer a whisper but a shout through the corridors of conference halls, the fields of festivals, and the digital spaces of virtual events.

Your attendees are not looking for you to solve the world’s problems via your event. But they are looking for you to publicly keep your promises to deliver sustainably.

Sustainability begins with an understanding of the impact of events – and to understand impact you need measurement. To plan sustainably, event planners must delve into the world of carbon footprints then extend their gaze beyond, and embrace an intricate web of analytics and data insights.

The crucial first step: carbon footprint calculation

Carbon footprint calculation is the cornerstone of sustainable event planning. It offers a quantifiable measure of the environmental impact that an event has through the emissions of greenhouse gases (GHG). By meticulously tracking everything from energy consumption of the venue to the transportation used by attendees, event planners can grasp the carbon costs of their events. Our own product Track is designed to make this simple for event planners with no need for data input or training on the part of the event planner.

But, calculating a carbon footprint isn’t just about tallying up numbers. It’s an exercise in environmental awareness, spotlighting the areas where an event’s environmental impact is most significant. Whether it’s through destination & venue selection, energy-efficient lighting, electronic ticketing, or sourcing local food to reduce transport emissions, each decision is a step towards a smaller carbon footprint.

Beyond carbon: the spectrum of sustainability metrics

Sustainability doesn’t begin and end with carbon. It covers a much broader spectrum that includes water usage, waste generation, and even the socioeconomic impacts on the local community. Effective sustainability measures requires a 360 degree view that captures not just the environmental, but also the social and economic aspects of an event.

For instance, water usage at events, often overlooked, can be substantial. Measuring this usage not only helps in reducing consumption but also in setting benchmarks for future events. Similarly, waste management – quantifying it, adopting ways to minimise it, and finding pathways for recycling and composting – plays a crucial role in sustainable event planning.

Complex decisions require in-depth measurement

Event planning is a series of complex decisions, each with its own sustainability implications. To make informed choices, event planners should use robust measurement tools that provide in-depth insights into every aspect of the event. event:decision has a suite of interlocking tools designed just for this purpose.

Insights call for detailed life cycle assessments of products and services used, evaluation of the supply chain for sustainability credentials, and analysis of attendee behaviour for insights into sustainable practices. The objective is to establish a holistic sustainability framework that can guide every decision, from the most mundane to the most significant.

The role of data insights and analysis

Don’t be frightened! Data insights and analysis are the compass by which event planners can navigate the rough seas of sustainability. Through careful data collection and analysis, planners can identify trends, predict outcomes, and assess the effectiveness of their sustainability initiatives. This can be a really simple process.

For example, by analysing the travel patterns of attendees, planners can offer more sustainable transport options or even adjust the event location. By gathering data on resource consumption, planners can identify opportunities for using renewable resources or cutting down on unnecessary usage.

Implementing sustainable event technology

Technology plays a crucial role in facilitating better measurement and analysis. Event technology can track real-time data on resource consumption, manage waste more efficiently, and even measure attendee engagement with sustainability initiatives.

From apps that help attendees travel more sustainably to platforms that facilitate virtual attendance – thus reducing the event’s carbon footprint – technology should be an enabler of sustainability, as well as the means to measure it. It also serves as a medium for transparency, allowing event planners to share sustainability metrics with stakeholders, thereby fostering an ethos of accountability.

This allows you to make your attendees feel good about attending, surely a must-have for all planners.

Challenges and opportunities

Measuring sustainability is not without its challenges. It requires a concerted effort from all stakeholders involved in an event, and it necessitates investment in the right tools and expertise. However, the opportunities it presents are significant. By adopting rigorous measurement practices, event planners can not only reduce the environmental impact of their events but also position themselves as leaders in the domain of sustainable event planning.

Will you get all the credit for delivering sustainably? Probably not.

But as someone once said:

It’s amazing what you can achieve when you don’t care who gets the credit.

To find out more about how we could work with you to achieve all your event sustainability and event measurement goals in 2024, get in touch.

 

the three 'why?'s of event sustainability

The Three ‘Why’s? in Event Sustainability

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Although sustainability in events encompasses many different motivating factors there are three ‘why?s’ most fall under: moral, legal and commercial.

Here’s event:decision’s summary of how to use these key drivers to get C-Suite attention and buy-in. And why you should.

The ‘Moral’ why: building trust, reputation, and ethical standards

The moral case for sustainability in the events industry is driven by a commitment to leave a positive impact on society and the environment. It stems from the belief that businesses hold a responsibility that extends beyond financial gains to include social and environmental stewardship.

Your audience doesn’t expect your business to solve all the planet’s problems. They do expect your event to deliver on the promises your business has committed to.

You can make money and do good; you can pursue something that has a purpose but also make it good for your brand.

Trust as a foundation for sustainable relationships

Trust is the cornerstone of any successful event. It encompasses the confidence that stakeholders, including attendees, sponsors, and the local community, place in an event organiser’s ability to deliver not only a remarkable experience but also to act responsibly towards people and the planet. Building trust requires transparency in operations, honest communication regarding sustainability efforts, and consistent delivery on sustainability promises.

Reputation: the intangible asset

An event’s reputation is a valuable but intangible asset. It is shaped over time through public perception and direct experience with the event’s brand. A visible commitment to sustainability will enhance your reputation, as it reflects a conscientious approach to business that resonates with public sentiment. Events that are perceived as ethical and responsible can often command a premium, attract better talent, and achieve higher levels of attendee satisfaction and loyalty.

Business ethics: the blueprint for behaviour

Business ethics are the principles that guide an event’s decisions and actions. They encompass a wide range of issues, from environmental stewardship and fair labour practices to anti-corruption measures and economic justice. By integrating these ethical considerations into the planning and execution of events, organisers can demonstrate moral leadership that not only sets industry standards but also contributes to a more equitable and sustainable future.

Operationalising moral values

Operationalising these moral values means embedding them into every facet of event planning and management. It entails conducting thorough ethical assessments of suppliers, choosing venues that are committed to sustainable practices, and designing events that minimise environmental impact while maximising social benefit.

By focusing on building trust, safeguarding reputation and adhering to rigorous business ethics, the moral driver of sustainability becomes a powerful force that not only shapes the operational approach of the events industry but also its broader impact on society and the environment.

This moral compass is crucial for guiding the industry towards a future where the success of an event is judged not only by its financial outcomes but by the positive legacy it leaves behind.

The ‘Legal’ why: navigating the framework of sustainability

The legal driver of sustainability in the events industry is becoming increasingly significant as both governments and NGOs worldwide introduce regulations aimed at reducing environmental impacts. In the UK, the legislative landscape is rapidly evolving, with a clear trajectory towards greater accountability and transparency in sustainability practices.

Climate Change Act: a benchmark for progress

The 2019 Amendment to the UK’s Climate Change Act has set an ambitious target for the country to achieve net-zero greenhouse gas (GHG) emissions by 2050, with an interim goal of a 50% reduction by 2030. This mandate acts as a benchmark for progress, compelling event organisers to rigorously assess and improve their carbon footprint.

For the events industry, this means rethinking every aspect of event planning and management, from your choice of venues and suppliers to transportation and waste management. Our sector must innovate to find new ways to reduce emissions, including consideration of digital solutions or hybrid events that can reduce the need for physical travel.

Streamlined energy and carbon reporting (SECR)

SECR is another critical piece of legislation that requires companies to report their energy use and carbon emissions. For event organisers, this means they must now have in place robust mechanisms for tracking and reporting energy consumption, whether it’s venue lighting, heating, or the power used by audio-visual equipment.

Corporate Sustainability Reporting Directive (CSRD)

The introduction of the Corporate Sustainability Reporting Directive (CSRD) in the European Union marks a significant step towards enhancing corporate transparency and accountability regarding environmental, social, and governance (ESG) matters.

As you would expect, it’s a complex piece, but essentially widens the reporting of carbon emissions from circa 9,000 to around 50,000 companies. Whilst few of these companies are event planners at heart, they are all event-industry customers.

The CSRD applies to three primary groups of companies: (1) all large companies in the EU, (2) small & medium enterprises listed on EU-regulated markets, and (3) non-EU companies with substantial business in the EU.

Will you be prepared when they ask you for data on the event you are planning for them?

Beyond compliance: leveraging legal drivers for innovation

While meeting legal requirements is a necessary aspect of sustainability, forward-thinking event organisers can leverage these drivers as opportunities for innovation.

By anticipating and exceeding legislative demands, events can achieve competitive advantage, build stronger stakeholder relationships, and enhance their reputation as industry leaders in sustainability.

Integrating legal drivers into strategic planning

Effective integration of legal drivers into event planning requires a proactive approach. Event organisers should stay abreast of legislative developments, engage with sustainability experts to understand the implications for their operations, and embed compliance into the core of their strategic planning processes.

The legal driver of sustainability is a dynamic and rapidly evolving force shaping the future of the events industry. By understanding and responding to the complexities of legislation such as the UK’s Climate Change Act, SECR, IFRS, and CSRD, event organisers can not only avoid the risks associated with non-compliance but also pave the way for a more sustainable and resilient industry. The need for compliance stimulates innovation, elevates ethical standards, and, ultimately, catalyses the transition towards a greener economy.

The ‘Commercial’ why: the economic incentive

Commercial drivers highlight the financial advantages of integrating sustainability into event planning and execution.

Contrary to outdated beliefs that sustainability comes at the expense of profitability, current evidence suggests that sustainable practices can enhance economic performance. Sustainability is now a core component of brand building in the events industry. Events with robust sustainability credentials can generate considerable goodwill and customer loyalty, as seen with brands like IKEA and Patagonia in consumer markets.

If you think that the event industry sits outside the models of our larger customers, think again. McKinsey have demonstrated the effectiveness of sustainability and profitability and also detail the (much more advanced than events) transition of another whole industry .

Innovating business models

The shift towards sustainability is leading to new business models. For instance, events focusing on sustainability will attract sponsors keen to associate with green initiatives, potentially creating new streams of revenue. event:decision is already seeing specific ESG-focussed sponsorship packages at major exhibitions.

Managing assets and costs

Events have to manage their physical and financial assets carefully. In a world where natural resources are becoming scarcer, and environmental risks are increasing, sustainable practices help manage costs and protect investments. For example, using renewable energy sources for events can buffer against the volatility in fossil fuel markets.

The value of efficiency and resilience

Sustainability can enhance operational efficiency and resilience. Events that minimise resource use or adopt circular economy principles can realise cost savings and avoid disruptions from supply chain issues. Moreover, sustainable practices can improve the reliability and predictability of event-related logistics.

Enhancing productivity and engagement

A sustainable event planning company is an appealing workplace. It will an attract employees who are motivated by environmental and social causes, which will lead to enhanced productivity and lower turnover rates. It can also foster greater engagement from all stakeholders, including suppliers, attendees, and the local community, leading to a more successful and impactful event.

Each of these three ‘why?s’ on their own make a compelling argument for a focus on sustainability in events, taken together they are impossible to ignore. If you would like to find out more about how we could work with you to achieve all your event sustainability and event measurement goals in 2024, get in touch.

 

Why is event greenwashing so easy?

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In events, the distinction between genuinely sustainable practices and greenwashing is critical.

Why is the events industry awash with dubious gestures which don’t achieve meaningful sustainability but make everyone feel better? Here are some of the examples of greenwashing we’ve spotted, and what to do instead.

Token gestures

Token gestures, such as planting a tree for every sale or small donations to local charities, can be thought of as easy ways to claim ‘sustainability’. However, they’re superficial. They may create a feel-good factor but they simply don’t address the deeper environmental impact of events. For example, while planting trees is undoubtedly a good thing for many reasons, it likely won’t compensate directly for the extensive carbon emissions or waste generated by many large events.

The offsetting con

Carbon offsetting is a strategy frequently employed by event organisers, investing in environmental projects to ‘balance out’ their carbon footprint. However, this can be misleading or even harmful. Continuation of harmful practices, like excessive energy use or extensive travel, followed by simply offsetting these emissions, just doesn’t equate to genuine sustainability. It’s akin to a diet where you eat junk food all week and eat a salad on Sunday, hoping it balances out. There’s also evidence of environmentally detrimental projects in the carbon offsetting industry, meaning you may not actually be achieving what you think you’re paying for.

Selective reporting and misleading metrics

Selective reporting, such as boasting about banning single-use plastics but remaining silent on other environmental impacts, is a red flag. An event claiming sustainability while facilitating a thousand business-class long-haul flights is an example of a very skewed portrayal. Selective disclosure creates a distorted image of an event’s true environmental impact.

Incongruous sponsorships

Partnering with sponsors whose values contradict the event’s sustainability goals is another form of greenwashing. On a larger scale, World Rugby’s partnership with Total Energy or British Cycling’s with Shell both raise questions. Alliances like these can undermine the host, and the event’s, credibility, suggesting financial goals have been prioritised over environmental values (but the two don’t have to be mutually exclusive, as we have argued before).

The transparency gap

A lack of transparency is a significant issue in the event industry. Organisers often fail to provide clear information about how they are mitigating environmental impacts or how participants can contribute to their efforts. This opacity hinders attendees’ ability to make informed decisions and participate in sustainability efforts.

How to move to true sustainability

To move beyond greenwashing, event organisers must embrace a holistic approach to sustainability. This starts with measurement. As an event organiser, if you don’t know where your starting point is, how can you move forward to a move sustainable event? Anything else is just guesswork.

A UK industry report by venue Manchester Central claims that “78% thought they had become more sustainable over the last 12 months”. Commendable in itself, but can you imagine any other industry where the metrics are not backed with any proof?

Genuine sustainability shouldn’t involve any of these superficial measures but rethinking the entire event lifecycle — from planning to execution and through to post-event activities. Genuine sustainability includes reducing travel emissions, minimising waste, using sustainable materials, and ensuring that every aspect of the event aligns with your environmental values. Transparency and honest communication with attendees is crucial in this process. By adopting these practices, events can become powerful platforms for promoting and achieving real sustainability, shunning greenwashing and creating a positive impact that extends far beyond the event itself.

If you would like to find out more about how we could work with you to achieve all your event measurement goals in 2024, get in touch.

 

event sustainability

Are Event Planners Overlooking a Crucial Element of Sustainability?

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There’s an elephant in the event sustainability room

In event planning, ‘sustainability’ is often a buzzword. But are we, as event planners, really embracing its full scope? A recent report, “Shaping a Sustainable Future – One Year On,” should prompt us to reconsider our approach, especially in areas we might be overlooking.

Delegate travel

One glaring omission in many sustainability discussions is delegate travel. Surprisingly, this aspect, which significantly impacts the overall carbon footprint of an event, often escapes the event planner’s sustainability checklist. The report suggests that while we focus on local elements like catering and venue operations, the journey of guests / attendees / delegates to and from the event can be the largest contributor to carbon emissions. This raises a critical question: Shouldn’t travel be a central focus for sustainable event design?

As event planners, we have the unique opportunity to influence and reduce the environmental impact of our events. The location and format of the event, which often fall completely under our remit, play a pivotal role in determining the travel requirements of delegates. By choosing locations that are easily accessible by sustainable transport options, or by organising events in regions with a high concentration of attendees, we can significantly reduce the carbon footprint.

It’s not just corporates that should be considering this – associations and sporting events need to understand the issue & mitigate as best we can. See this pieces on the impact of the recent Super Bowl, for example.

Engaging with delegates for sustainable choices

The report suggests a more proactive approach in integrating sustainability into event planning. This involves not just making greener choices in event execution but designing events with sustainability as a core consideration. This means thinking about sustainability from the inception of the event planning process, not as an afterthought.

A key strategy in enhancing the sustainability of events must be to engage with delegates. Understanding how attendees prefer to consume event content – whether live, hybrid, or virtual – can guide us in designing more sustainable events. For instance, a preference for hybrid or virtual formats could significantly reduce the need for travel, thereby lowering the event’s environmental impact. Hybrid and virtual events not only offer flexibility and inclusivity but also present a sustainable alternative by reducing the need for travel. These formats, when used effectively, can maintain, if not enhance, the engagement and value of the event while significantly reducing its environmental impact.

Incorporating measurement tools for event sustainability

Another key highlighted in the report is the lack of use of robust measurement tools, with 78% of event organisers saying they ‘thought‘ they had become more sustainable in the last twelve months. Without using accurate tools to measure the impact of various components of an event, including delegate travel, it becomes challenging to assess and improve sustainability practices. Adopting comprehensive measurement tools allows us to make data-driven decisions, ensuring that our sustainability efforts are not just symbolic but have a real impact. These tools exist now and it is perfectly possible to quantify sustainability, rather than just thinking or hoping that it is improving, with or without delegate travel

The insights from the report are a wake-up call for the event planning industry. It’s time to broaden our understanding and implementation of sustainability. This involves taking a holistic view, considering all aspects of an event, including delegate travel and the use of measurement tools, and actively engaging with attendees to understand their preferences. Our tool Impact, has been designed after requests from corporate event planners to be able to assess events across all the broader ESG (Environmental, Social and Governance) factors.

As event planners, we have a responsibility to lead the way in sustainability. By incorporating comprehensive sustainability measures, including a focus on delegate travel and measurement tools, and designing events with sustainability as a core principle, we can significantly reduce the environmental impact of our events. It’s time to embrace this challenge and set a new standard for the industry.

If you would like to find out more about how we could work with you to achieve all your event measurement goals in 2024, get in touch.