Introducing some of our favourite sustainability champions

In the last (for 2023) of our occasional series on our event sustainability heroes, we’re ending the year in style with eventdecision’s own Track Team Leader, Emma Sharp!

Q: How did you first became interested in sustainability?

“The first time I really thought about and became interested in sustainability was during lockdown. I was an event manager for many years and always too busy to stop – but living in Wiltshire, surrounded by fields and green spaces, when I was on furlough, I finally had the time to stop ‘and smell the roses’ . Looking up at the clear skies with no plane fuel trails criss-crossing it – this was an amazing sight to behold and something I’d never seen before in my lifetime. And this really started me thinking about what we do and take for granted both in home and work life because it’s always been the ‘norm’  – and what impact this was having on the world around us!”

Q: What sustainable habits are important to you?

“There are many sustainable habits that are important, however, since taking up my role at event:decision the impact that has become most important to me is the most predominant ‘non-visible’ one that people don’t often think about especially in the world of events – travel! I was as guilty as anyone, of if I needed to get somewhere just jumping in my car and off I went – but having worked for event:decision over the last year, calculating and reporting the impact of a large number of events, it has made me realise how much of an impact the travel choices we make can have. And whilst travel is a necessity of life, I now think a lot more carefully – ‘Do I need to make this journey?’ and if I do, ‘what’s the most suitable route to the destination? ‘Can I walk, cycle or take public transport?’ ‘If I have to fly somewhere, what class should I fly in – definitely economy?”

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

“There are so many things that we try and do as part of our daily lives already, but I think my main tip would be to really ‘stop and think’ about what you’re doing both personally and in your work life, which is especially key in the world of events and event sustainability. Things like do I/my delegates really need that plastic toy/giveaway made ‘en mass’ in China and then shipped/flown over to the UK? Can this be replaced by something more natural, made locally, from a small supplier that would also benefit from the purchase and keep transport impacts to a minimum?  Have we picked a destination/venue that is easily accessibly to people with a good public transport infrastructure supporting it, and additional transport support where require such as electric car shuttles? Are we buying/supplying the food or catering with the least impact i.e. a vegetarian menu? And, if there are leftovers what’s going to happen to these, can they go to help someone less fortunate?”

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

“I think one area of focus is to expand the sustainability conversation across all areas of E, S and G, so we think about the wider impact rather than just ticking boxes regarding giveaways, vegetarian menus and so forth. However, I think the key is to continue to ‘shout about’ and encourage more people and businesses to do more and think about their wider picture! One person doing their bit diligently will not have a huge impact. However, the more people/companies who get on board, doing the right thing, will start to have an impact. I also think bringing attention to the areas with the most ‘impact’ is important to ensure that any changes they make have the most profound and significant impact. The only way to start having a significant impact is if we change the way we think and what we do ‘en mass’!”

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, get in touch.

What lesson does a tropical fruit hold for #EventProfs?

Consumer psychology plays an important role in influencing individual behaviour and decision-making. As #eventprofs look to promote sustainability among attendees, understanding how consumer psychology works can be a powerful tool. Two lessons from the retail industry — new approaches to selling pineapples and the success of ‘wonky veg’— offer useful lessons in what it takes to win over the consumer.

The Power of Perception: The Pineapple

In Costa Rica some pineapple growers found that cutting off the tops (‘crowns’) of pineapples allowed more fruit to fit in shipping crates, reducing their carbon footprint by more than 20%. Other growers and European supermarket chains all rejected the idea of adopting the approach as they felt consumers just wouldn’t buy the fruit without their distinctive tops. However, one retailer was persuaded to display the crown-free pineapples with signage explaining their sustainability benefits, and to their surprise – consumers bought as many crown-free pineapples as crowned ones.

The Lesson for #EventProfs:

If we want to encourage sustainable behaviour, we need to commit to education and use signage and visual cues to highlight the available sustainable choices at our events. We can’t assume that visitors will reject, or accept, sustainability efforts without telling them the why of the option we’re asking them to take. We may believe that human beings are inherently lazy and will prefer the familiar or the easy option – but if we take some time to explain the benefits, the pineapple story tells us we will indeed adopt alternatives. Don’t assume it always has to be done the way it’s always been done!

Social Norms: the ‘Wonky Veg’ Story

The ‘wonky veg’ phenomenon also demonstrates the power of social norms in consumer psychology. One supermarket started promoting misshapen vegetables, which would typically fail strict quality control, as a sustainable choice at a slightly lower price. By reframing the unusually-shaped vegetables as an ethical option, visually flagging that a deliberate choice had been made in the shoppers’ baskets and trolleys, they tapped into the desire for social acceptance, aligning sustainable behaviour with a positive image.

The Lesson for #EventProfs:

We can leverage the concept of social norms by highlighting and celebrating sustainable actions taken by others. For instance, recognising and rewarding attendees who actively engage in eco-friendly practices during the event, such as using reusable water bottles or participating in recycling initiatives, can create a positive social norm around sustainability. This approach taps into our inherent desire to belong and be accepted, increasing the likelihood of sustainable behaviour.

What it Takes to Encourage Sustainable Behaviour at Events:

Using crown-free pineapples and wonky veg as our inspiration how can we leverage consumer psychology in other ways to encourage sustainable behaviour at events? One example might be in the area of encouraging sustainable travel choices.

Encourage carpooling or public transport by incentivising more sustainable travel: additional digital swag, fast-track entry or free content for delegates or visitors travelling via public transport, or example, or offer subsidised tickets, WiFi or coffee vouchers for delegates adopting your sustainable credentials.

Using the same approach, also take the opportunity of highlighting to visitors what previous sustainability efforts have achieved by way of encouraging repeat behaviour. “At one event alone, we saved 33 meals which were shared with 7 local families. The environmental stats also add up, with 10,420 litres of water saved and 60kg of CO2 emissions avoided. Just think of the impact across our series of 10 events” is a genuine quote from a corporate planner in May 2023.

Understanding consumer psychology can be incredibly useful for event planners as we aim to promote sustainable behaviour. By applying lessons from other industries, event planners and owners can create environments that inspire and encourage sustainable choices. By choosing to educate everyone involved in the event on the benefits of sustainability, events can become powerful catalysts for positive change, promoting a more sustainable future.

If you’re interested in finding out more about sustainable event planning, why not use track  to calculate your own event’s projected carbon footprint? Do get in touch, we can give you a demo to illustrate just what it could do for you.