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.

 

event sustainability

How is Event Sustainability Progressing?

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It’s been an busy month for the team at event:decision in the world of event sustainability. Here’s our round-up of just two of the events we’re taken part in, so far, in November. More to come!

Event Sustainability Live

The inaugural two day event at London Excel where we exhibited our Track and Impact solutions and also took part in no less than three panels:

Stakeholder engagement : why does it matter? – alongside Carina Jandt (Event Cycle), Jennie Mossman (Amplify) and Meg Strahle (The Bulb). We spoke about how to tailor your conversation with stakeholders, to emphasise that there is no excuse to ignore sustainability and to demonstrate how events people are leading this internally, not sustainability teams. Above all we agreed that the sustainable event community and environment is changing and is growing and highlighted that legislation is coming for larger organisations.

“Don’t just do the wrong thing a little bit better, do the right thing”.

Matt Grey, event:decision

The next frontier in event food sustainability – with Jenner Carter and Jo Austin (Lime Venues Portfolio), where we discussed how chefs’ roles have changed to include sustainability, not just producing delicious good looking food. Yes, we acknowledged, food makes up a small proportion of an event’s overall carbon footprint, but it is one of most commented on and visible elements. Huge advances have been made in identifying and working with local and seasonal products but more education is needed.

“If you want to work in sustainability, you can.

If you want to make the world and the society a better place, you can.

Where better to do this, than both at the same time. In events”.

Matt Grey, event:decision

 

Where to start in ESG – this was a session where we broke apart each element of the E, S and G illustrating the importance of each and showing how to measure it.

You can explore the deck here. The audience wanted to know “How do we engage senior stakeholders who may not be interested?” Thoughts: leaders should be aware of the changing role of business in relation to a. environment and b. society. This is a fundamental change in the role of business. Business is the key driver in transformation, all businesses have innovation, more resources and a LOT more to gain than individuals or government.

Reimagine ‘Events as a Force for Good’

Hosted by the forward-thinking team at emc3, this event was a real highlight for us. It brought together a community of change-makers to talk about how we can harness the power of events, experiences, and campaigns to create strategic, sustainable change. We were invited to join a panel with Josh King, Lisa Sweeting (Green Sense Events) and Danielle Ward (reWARD Events) to discuss using events to create a wider positive impact.

We looked at not just the carbon emissions associated with events, but the societal benefits you can bring to your event with your value chain. Everything we discussed aligned perfectly with evet:decision’s tool Impact  – the ONLY ESG tool for event planners.

 

“What you can’t measure tends to get overlooked.”

Matt Grey, event:decision

It was a brilliant day. The energy was tremendous, the varied and engaging panel sessions and breakouts were inspiring. The day even ended with a customised song.…

🎶 It’s about improvement, not perfection, embracing flaws and real connection, experiences we can enjoy together, and creating a sustainable future forever. 🎶

Sam McNeill, SongDivision

Thanks, as always, Sam!

If you’d like to find out more about how we could measure and advise on your event ESG goals, including its carbon footprint and its social impact get in touch.

 

Event Sustainability Heroes: Shawna McKinley from Clear Current

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Introducing Shawna McKinley

Our event sustainability heroes series is all about introducing you to the people behind the drive to transition the event sector to a more sustainable future. We’re chatting to them about their own sustainability habits to see what tips and tricks they can share. Next up our series we’re delighted to introduce Shawna McKinley from Clear Current Consulting.

Q: How did you first become interested in sustainability?

“I wasn’t exposed to the idea of sustainability until I went to university. But knowing what I know about the concept now, I can see growing up ‘out in the sticks’, as my Dad called it, is what awakened my consciousness about it. Being one of a family of six living on a seasonal well, I learned very young that you could run out of water for a few months of the year. And fuel for heating was something you had to stretch through the winter. So, in a way, I was learning about how to manage environmental resource budgets at, well, five!”

Q: What sustainable habits are important to you?

“Transportation is my bugbear. One of the reasons I love the city I live in is that I can get anywhere on public transit. It’s easy, fast, clean, safe, affordable and integrated. Plus who can argue with not having to fight traffic and find parking? That said, I live in a country that has really under-invested in long-distance rail travel in recent decades. I’m envious of those regions where travellers can choose the train. I want to train-brag!”

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

“I have a lot of hacks but honestly: learning to be content is the main thing I focus on. We get so many signals from so many channels that we need this, should buy that, have to go there. It’s constant! And while some things are worth doing and having, simply slowing down to ask if it is necessary or makes me happy helps me better spot hype, and take a pass on what I don’t need that doesn’t fulfil me.”

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

“I’ve been learning a lot recently about the Inner Development Goals. The IDG are the skills and qualities that help people lead purposeful, sustainable and productive lives. My learning is making me curious about how events can be harnessed to cultivate ideas that are central to the IDGs, like optimism, humility, trust and perseverance. It seems like a critical role we can play in the times we’re living in. Those are the kind of events and communities I am keen to engage in, and create.”

Thanks to Shawna for kindly chatting with us for our event sustainability heroes series. if any of you would like to find out more about how we could work with you to achieve all your event ESG goals, get in touch.

 

Event Sustainability Heroes: Jessica Badminton from Quilter

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Introducing some of our favourite sustainability champions

We’re constantly inspired by people we’re lucky enough to work with in the events industry and we’d like to introduce you to them too. In the first of an occasional series we’re chatting to our event sustainability heroes and finding out what motivates them to lead a more sustainable lifestyle. We’re kicking off with Jessica Badminton, Head of Events at Quilter.

Q: How did you first became interested in sustainability?

“The pandemic put a lot into perspective for me. I became acutely aware that even though we were in a rubbish situation, I’d never had to worry about having a roof over my head or food on the table. Going back to physical events I wanted to make sure that, whilst delivering incredible events, we were also putting a focus on those who needed help”.

Q: What sustainable habits are important to you?

“Reducing food waste is the biggest one for me. It’s such a simple concept and has such a direct and immediate impact on those less fortunate. There are so many layers to it from the sustainable angle and project drawdown showing reducing food waste as the number one way to reduce heat trapping gasses, to the societal angle with 14 million people in the UK struggling to feed themselves and their families”.

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

“I’d like to think we all already do our bits at home, recycling everything we can, reusing plastic bags, turning appliances off when not in use. The sad reality is that those things only scratch the surface. I implore anyone in events to start looking at food waste, and food donation. The events industry is truly remarkable and we all hold such power to make a real difference”.

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

“Continuing food donation and reducing food waste. Having experienced challenges implementing this, I’m working really hard to make this easier for the events industry than it currently is and I look forward to the day when this is the norm”.

Hear hear Jessica! We look forward to that too. Thanks to her for kindly chatting with us for our event sustainability heroes series. if any of you would like to find out more about how we could work with you to achieve all your event ESG goals, get in touch.

 

Adding Social Value and Impact to Events: A Guide for #Eventprofs

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How to make a positive social impact with your event?

Event planning isn’t just about logistics, delegates ROI and profit margins. Every event has the potential to make a meaningful contribution to the community in which it is hosted. But with so much focus on the E in ESG(carbon calculations and sustainability), social elements often get overlooked. Here are some ideas and suggestions on how you could think differently about social value and impact for events

Charity partnerships

Ticket donations: give attendees the option to purchase an extra ticket that will be donated to a local charity.

‘Auction for Good’: hold an auction with items or experiences donated by sponsors, with proceeds going to a local charitable cause such as a hospice or a home for the elderly.

Community engagement

Local artisan marketplaces: partner with local artisans and vendors to create a marketplace at your event. Not only supporting local businesses but also encouraging attendees to shop responsibly.

Civic talks and workshops: offer spaces for public panels or talks on topics of social importance (like mini TED talks) like climate change, mental health, or homelessness – and how delegate contributions can support good work.

Social enterprise collaboration

Fair trade catering: many social enterprises offer catering services with a social mission. Using one for your event amplifies your social impact so make sure you talk to your venue about any local organisations you can connect with.

Skill building: team up with any social enterprises that offer workshops aimed at skill development, like woodworking or cooking and offer to host some sessions at the event.

Some event:decision favourites

We’ve worked with many organisations that continue to have an incredible social impact at events over the years. Here are a few of our favourites:

Connection Crew : a social enterprise providing teams of people to solve production challenges across a range of sectors including events, TV and film, Connection Crew supports those who have experienced, or been at risk, of homelessness to access training, mentoring and jobs.

Event Cycle : can collect any unwanted or left over event materials from your site and arrange for them to be repurposed with charities, community groups, schools and social enterprises, in the UK and abroad. They will then tell you where they went, so you know who you have helped.

Page & Bloom : produce handmade paper flowers for venue and event decoration, supporting survivors of domestic abuse. Flowers and arrangements can be made from your own company’s literature.

Elevate Mentoring : a free mentoring programme and community for the events industry. Their NewGen project supports under-represented young people into the events industry.

Measurement

It’s important when you think about social value and impact for events to also consider about how you could track how your impact has developed and improved over time, luckily event:decision’s coming tool impact can help you do exactly that.

If you’d like to find out more about how we could measure and advise on your event ESG goals, including its social impact get in touch.

 

Redefining Event Sustainability, ESG for Events is here

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Redefining Event Sustainability, ESG for Events is here.

As sustainability principles proliferate through all industry sectors, the events industry is facing a paradigm shift. While everyone knows event sustainability is about more than calculating carbon, that’s the area that has received the most focus so far.

Until now, most ESG conversations — Environmental, Social, and Governance — have revolved around the ‘E’, overlooking the influence of the ‘S’ and ‘G’.

Still think ESG reporting is none of your business, only relevant to large corporations? The Event Industry Forecast 2022 reported that 97% of event planners believe that social responsibility will be an integral part of their future events.

event:decision’s pioneering new product ‘Impact’ is changing that by enabling event owners & managers to check each of E, S & G on an event-by-event basis. This marks a groundbreaking moment for sustainability in our industry.

Impact will enable event planners to;

  • Ensure that you are at least considering the full array of ESG factors for each event within your portfolio.
  • See how you compare in each area with other brands’ events, with direct benchmarking by factor.
  • Certify that an event is assessed by event:decision impact.
  • Download certificates and view your assessed events in dashboard format.

Impact -the ESG for events tool

Elevating Social Responsibility

The ‘S’ in ESG stands for Social Responsibility, an aspect often overshadowed by environmental concerns but critical in creating balanced, equitable events. Impact ensures you are evaluating the socially beneficial elements of your events.

Diversity, Equity, & Inclusion

Impact promotes a more inclusive product by ensuring you consider diversity, equity, and inclusion within event operations, ensuring that every individual working on the event feels valued, respected, and equally represented.

Staff Living Wages & Wellbeing

Event teams form the backbone of any event. Impact ensures that you consider their wellbeing,  the provision of living wages, decent working conditions and a supportive environment, reflecting an ethical approach to staff treatment.

Community Engagement

Events can be pivotal in driving social change. Impact ensures you consider the engagement and beneficial contributions to local communities, reinforcing the event’s potential as a catalyst for positive societal transformation.

Strengthening Governance

Impact facilitates and ensures you consider proficient insurance & risk assessment, ensuring events are well administered with relevant insurances,  RAMS and ESMP’s and reducing potential operational risks.

Regulatory Adherence

A cornerstone for any event’s success is adherence to sector regulation. Impact ensures you consider compliance with sector-specific regulations and optimal cancellation terms, instilling confidence in both organisers and participants.

Reducing Environmental Impact

While Impact emphasises the ‘S’ and ‘G’, it also addresses the ‘E’, providing comprehensive insights into an event’s carbon emissions, making use of the features of our carbon footprint measurement sister tool ‘Track‘.

Resource Utilisation

Impact scrutinises the re-purposing of both event materials and distribution of unwanted food, making events more sustainable and reducing wastage.

Carbon Calculation

By offering precise carbon footprint evaluations, Impact aids event managers in implementing effective strategies for carbon mitigation and environmental preservation.

Transformation through Impact

Impact isn’t merely a measurement tool; it’s a catalyst for sustainable transformation in the events industry. By ensuring event managers are comprehensively aware of all ESG elements and benchmarking your events against others in the industry, Impact will propel events towards sustainability, inclusivity, and ethical governance, setting a new industry standard.

Industry Evolution

Impact’s groundbreaking approach marks the onset of an evolved event industry, one where every event contributes to societal well-being, environmental conservation, and ethical conduct.

Impact’s introduction is a huge step towards a balanced approach to event sustainability, emphasising the equal importance of social and governance considerations in event planning, alongside often more visible environmental concerns.

If you’d like to find out more about how we could measure and advise on your event ESG goals, get in touch.