The end of sustainability? Errr….nope.

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The end of sustainability is nigh? Far from it…

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

Summary:

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

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

The report identifies four key takeaways:

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

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

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

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

See the full report here.

Hoteliers…win more MICE business

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How Hotel Groups Convert MICE Business with Impact Reporting 

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

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

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

What if you could measure and benchmark MICE performance? 

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

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

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

The Data-Driven Advantage 

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

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

Shifting Buyer Expectations 

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

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

Reporting as a Conversion Tool 

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

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

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

Stand Out, Don’t Greenwash 

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

The Commercial Return on Responsibility 

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

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

What’s Next? 

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

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

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

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

World Sustainable Hospitality Alliance: The Business Case for Sustainable Hotels 

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

 

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

Benchmarking Events

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

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

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

Why Broader Benchmarking Matters

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

When you rely solely on global data, you risk:

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

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

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

event:decision’s Comprehensive Approach

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

✔By Region

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

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

✔ By Client Sector

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

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

✔ By Event Type

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

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

Tailored Insights for Meaningful Improvements

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

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

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

Empowering Responsible Event Delivery

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

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

Ready to See How Your Event Stacks Up?

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

STANDout from the crowd…how to exhibit responsibly.

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Why an exhibitor recognition scheme matters

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

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

Moving beyond traditional metrics

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

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

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

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

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

How the scheme works

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

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

Proven success at major events

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

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

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

Why exhibitors and organisers love it

For Exhibitors:

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

For Organisers:

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

Exhibitor recognition impact

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

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

Why now?

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

Offering exhibitors the chance to be recognised for responsible practices:

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

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

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

Go Sustainable: Big Impact, Small Footprint

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

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

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

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

Rethinking the Commute: Trains Over Planes

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

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

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

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

Sustainable Venues and Purposeful Choices

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

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

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

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

Workshops, Waste, and the 5 Rs

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

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

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

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

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

Culture, Connection, and Closing the Loop

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

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

Measuring What Matters

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

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

Final Thoughts

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

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

Want to Learn More?

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

Questions? Reach out via hello@eventdecision.com

View the event image gallery from Go Sustainable here!

Question Time continued… (EIN-style)

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Event Industry News Sustainable Events Guide Launch

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

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

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

5. Measuring impact and proving sustainability efforts

Tracking & Reporting Sustainability Metrics

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

6. Sustainable Venue & Supplier Selection

Choosing the Right Suppliers & Venues

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

7. Sustainable Event Execution: Practical Steps

Reducing Waste & Circular Economy

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

Food, Travel & Merchandise Impact

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

8. Policy, Regulation & Industry Accountability

Regulatory Challenges & Avoiding Greenwashing

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

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

Question Time… (EIN-style)

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Event Industry News Sustainable Events Guide Launch

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

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

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

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

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

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

1. Identifying & Prioritising Sustainability in Events

Assessing & Improving Sustainability

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

Biggest Sustainability Challenges in the Events Industry

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

2. Stakeholder Engagement & Changing Behaviours

Convincing Clients & Stakeholders

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

Industry-Wide Collaboration & Standardisation

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

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

Financial Considerations & Return on Investment

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

4. Innovation, Technology & Future Trends

New Solutions for Sustainable Events

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

Exciting Sustainability Innovations

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

Eleven predictions for event sustainability in 2025

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We look forward. Here are our CEO Matt Grey’s predictions for event sustainability in 2025

As the global focus on responsible and sustainable business continues to evolve, the event industry is adapting to new challenges, opportunities, and expectations. In 2025, sustainability will no longer only be something to shout about but a standard expectation in event planning and delivery. Below are my key predictions for event sustainability in the coming year ahead.

1. Responsible event delivery will match sustainability in importance to clients

While sustainability has been a dominant theme, responsible event delivery – a wider focus on ethical practices and social responsibility – will match it in significance from 2025. Clients are increasingly aware of the broader impacts of events, from social equity to community engagement. As a result, the definition of a successful event will shift to balance environmental sustainability with social responsibility. Expect clients to demand comprehensive approaches that measure not just carbon footprints but also the event’s contributions to the local community, jobs, and supply chain integrity.

2. New metrics will emerge to measure impacts

Traditional metrics like carbon footprints will be complemented by tools that measure social impacts. For instance, how does an event contribute to local economies, improve community wellbeing, or foster diversity and inclusion? As organisations seek to better understand the broader implications of their events, we’ll see new benchmarks and methodologies designed to track both quantitative and qualitative impacts. This evolution will be particularly valuable for companies looking to align with corporate social responsibility (CSR) goals and environmental, social, and governance (ESG) strategies.

3. Carbon tools and reporting will become more sophisticated

By 2025, carbon tracking and reporting technologies will offer a more integrated and accurate picture of event-related emissions. Tools, like our own Track –  which aggregate data from multiple sources, such as travel providers, venues, and F&B, will make it easier to generate comprehensive sustainability reports. Advancements in measuring travel emissions will provide detailed breakdowns of attendee travel footprints, while venue-based metrics will calculate emissions linked to energy use and waste disposal. Improved transparency will enable event planners to set realistic reduction goals and demonstrate progress to stakeholders.

4. Event sustainability will slip down the agenda

Sustainability will no longer dominate headlines in the industry – not because it’s less important, but because it is more mainstream. The hype about “being amazing at sustainability” will give way to a more grounded, practical approach. Sustainability will become a baseline expectation for clients, making it less of a unique selling point and more of a fundamental requirement. Less shouty headlines is a sign of maturity, reflecting our industry’s ability to integrate sustainable practices into everyday operations.

5. Collaboration across client teams will increase efficiency

The alignment of client event teams, procurement departments, and corporate ESG initiatives will lead to greater efficiency and fewer silos. In 2025 and onwards, we’ll see a more joined-up approach to planning, budgeting, and implementing sustainable practices. Cross-functional collaboration will ensure that everyone involved in the event lifecycle – from sourcing suppliers to designing experiences – works toward shared sustainability goals. This alignment will not only streamline operations but also reduce costs and improve outcomes for all stakeholders. But…

6. Greenwashing will persist

Despite progress, greenwashing will remain an issue. The gap between talking about sustainability and actually implementing effective practices will grow as more organisations feel under pressure to appear environmentally and socially aware. Everyone in the industry will need to be vigilant in distinguishing between genuine sustainability efforts and marketing ploys. Transparency, backed by measurable data, will become the gold standard for credibility in the industry.

7. A deeper understanding of the relative impacts of activities will emerge

As some companies complete five or more years of reporting on the environmental effects of their events, a clearer picture of what really drives impact will emerge. This deeper understanding will enable event planners to focus on the most significant areas of impact, such as attendee travel, community engagement, and local supply. By identifying and addressing the key drivers, the industry can implement targeted solutions that deliver meaningful reductions in carbon emissions, resource consumption and the social benefits of their events.

8. Venues will lead in innovation

Venues will continue to push the boundaries of sustainable practices, offering creative solutions to reduce their environmental impact – such as Iconic Luxury Hotels incentivising rail travel for group booking. Further initiatives like these will not only reduce travel emissions but also set a precedent for other venues to follow. Expect to see more innovations as venues strive to differentiate themselves in a competitive market.

9. Political and economic factors will challenge sustainability efforts

Despite fears, the 2024 US election result will have limited direct impact on event sustainability. While new political leadership may influence ESG policies, brands are increasingly aware that their audiences still expect responsible event practices, regardless of a change of government.

However, in the UK, ongoing challenges like the raise in employer National Insurance contributions, budget pressures, and staffing challenges will hit the industry hard, venues and hospitality providers especially. However, just as we have shown resilience through all recent crises, we will adapt once again – albeit with some bruises.

10. New materials and designs will shape expo sustainability

The demand for sustainable exhibition materials will drive innovation in the sector and modular expo frame manufacturers will develop more sophisticated and reusable designs. Materials innovation will not only reduce waste but also provide flexible, cost-effective solutions for exhibitors.

11. Consolidation and consultancy growth will reshape the sector

By 2025, the event sustainability sector will see increased consolidation, with agencies merging or forming strategic partnerships. Recent acquisitions, such as Trivandi’s purchase of The Bulb, signal a trend toward larger entities capable of driving innovation and offering comprehensive services. Simultaneously, smaller consultancies focused on sustainability will continue to emerge and grow, providing specialised expertise to meet the rising demand for guidance on sustainable practices.

As we approach 2025, it’s clear that sustainability in the event industry is evolving and while challenges remain – in greenwashing and external economic pressures – there is a sense of optimism for next year driven by innovation, collaboration, and a deeper understanding of impacts.

For eventprofs, the key to success in 2025 will be learning how to balance ambition with practicality. As I hope my predictions for event sustainability show, by embracing new tools and staying informed about emerging trends, event planners can deliver experiences that are not only memorable but also responsible and sustainable. Progress made so far by our industry offers a solid foundation for continued growth and improvement. By 2025, sustainability will be an integral part of the event industry’s DNA – an expectation, not an exception.

event sustainability

Top ten takeaways from three years in event sustainability

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After three years in event sustainability we’ve learned a few things.

1. It’s not just about carbon

When the events industry started its sustainability journey a few years ago, ‘sustainability’ quickly became all about reducing carbon footprints. Sustainability = about carbon  – and little else to anyone in the industry. However, corporations then began to broaden their focus to include “People, Planet, Profit,” aligning with the wider concept of ESG (Environmental, Social, and Governance). Global indices are now provided by organisations of MSCI, S&P Global and Bloomberg to scrutinise the performance of companies and sectors in these areas. And now, events themselves are being scrutinised for their ESG impact using tools like impact, which assess environmental, social, and governance performance on an event-by-event basis.

2. Hosting a zero-impact event isn’t really possible

The idea of an event with no environmental impact is mostly a myth. Virtual events have a low footprint, but we’ve seen how much the industry loves in-person gatherings since Covid. These physical events can have significant per-delegate emissions—sometimes equal to the average person’s carbon footprint for an entire year. While many organisations are working hard to reduce emissions, reaching true net zero often requires carbon offsets, which cost money without any immediate financial payoff. It’s a tough challenge that mirrors debates happening across many industries.

3. ESG isn’t without its critics

Think ESG is all sunshine and goodwill? Think again. From political divides to accusations of greenwashing, ESG is a topic full of debate. What does “good ESG” even mean? Despite the controversies, event planners already have the power to make thoughtful choices and steer their events in a more sustainable direction.

4. Event sustainability isn’t that well regulated

The EU’s Corporate Sustainability Reporting Directive (CSRD) came into effect in early 2023, but it applies only to the biggest players. Smaller event organisers remain outside its scope. However, larger clients increasingly expect organisers to report on carbon emissions as part of their supply chain, so indirect pressures are mounting.

5. The UK and Europe are (partially) leading the way

Europe may be ahead in regulation (like the CSRD), but the US is making bigger waves on the social side of ESG. Movements like Black Lives Matter and #MeToo, as well as initiatives to support minority- and women- owned businesses, all started in the US. Geography also plays a role, Americans often fly to events where Europeans might take the train. Different regions face different challenges, but both are making progress in their own ways.

6. Measuring social sustainability is possible, but tricky

Unlike carbon emissions, which have standardised metrics and frameworks (like the Greenhouse Gas Protocol), social sustainability is harder to quantify. Factors like legacy, local suppliers, and diversity (DEIA) vary widely, and there’s no universal system for measuring them. Some tools, like impact, are helping planners track social impacts, but it’s still a developing field.

7. On-site changes aren’t enough

Efforts like banning single-use plastics or serving vegan meals are great, but they barely scratch the surface. For larger events, the bulk of emissions comes from travel and accommodation. So, if these areas are outside a planner’s control, who’s responsible? Hosting a plastic-free, plant-based event won’t mean much if most attendees are flying in from far away.

8. Event sustainability is still in its infancy

The events industry has only been seriously discussing environmental sustainability for about five years, and social sustainability is an even newer focus. Large-scale corporate reporting only began in the EU last year. It’s a young and evolving field, and the road ahead won’t be easy. Progress also depends on related sectors, like hospitality and aviation, making strides alongside us.

9. A sustainability policy alone isn’t enough

Most organisations have public ESG values stated at board level, but turning those into action at events is still a work in progress. Real change requires behavioural shifts—starting with us. For example, site inspections in far-flung locations used to be considered part of the job, but are they still necessary now that we have advanced local resources and virtual tools? Time will tell if the industry is truly adapting or just keeping quiet about old habits. We’ll see what the event industry has been up to, from an agency perspective, with the publication of the Power 50 Most Sustainable Agencies 2024-5 in late January 2025 at micebook EXPO.

10. We keep hearing “We’re too busy to focus on sustainability.”

We hear this a lot from those delivering events. It’s essentially saying, “We’re too busy creating wasteful, damaging events to take the time to ensure our industry’s long-term survival.” Yes, we know event planners are under pressure – it’s a fast-paced world. That’s why sustainability tools need to be simple and quick to use. You don’t need to become a carbon expert overnight, but by spending a little time on event scope, destination, and format, you can make a big difference.

After three years in event sustainability one thing we can say for sure is that no two events are the same, yet many hols similar characteristics.

Each event has unique factors—size, location, format, and its own supply chain—that affect its ESG impact. But as event planners, you’re at the heart of this sustainability web. Tools like Track (for carbon reporting) and Impact give you the insight and influence to steer events towards more sustainable outcomes – so make use of them, they will save you time and shape your outcomes. Here’s to events showing other industries how it’s done over the next three years!

For more information about how event:decision can support you to develop more sustainable events, please get in touch.

Impact: Responsible Event Review, Event Industry Update

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Impact Review Q3 2024 event industry sustainability performance update

Oct 2024 in event:decision, Impact

 

The second of event:decision’s 2024 Impact updates on event industry sustainability performance brings you a summary of the state of sustainability.

Who are event:decision?

A team of EventProfs now providing data to over 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: Responsible Event Reviews provide ESG assessments, benchmarking and certification.
  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 and planners 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.

An audit on each submission is carried out to ensure that responses provided align with the nature of the event being delivered.

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

 

 

What does this mean?

Environmental factors actioned have fallen very slightly, from 61% actioned, on average, to 56% actioned. This is not a significant* reduction.

Social factors are consistently actioned at a lower level than environmental factors, but show a rise from 31% to 37% actioned, on average. No surprise given the relative youth of serious discussion regarding the social benefit of events in many areas of the event industry.

Governance (event organising processes) ranks the highest, as befits a professional industry at 66% at the end of Q3-2024.

 

Focus

We highlight some of the most noticeable factors, by virtue of being well-covered by planners, or the opposite of such, as defined by Impact: Responsible Event Reviews:

Environmental factors

  • Over 80% of planners state that they are reporting the carbon emissions related to their events. This appears high given data reported by major carbon calculators, potentially as users of Impact: Responsible Event Reviews demonstrate an appetite for sustainability inherent in their planning.
  • 3/4 planners consider F&B menus from an environmental perspective, demonstrating an awareness that menu-choices are a factor over which there is direct control.

Social factors

  • Diversity, Equity and Inclusion within an event is a factor considered by more planners than any other social factor.
  • Fewer than 1 in 4 planners are consciously measure the economic impact to the local area when planning an event.

Governance factors

  • Ensuring that event supply chain has relevant insurance cover is a top priority for planners in planning governance.
  • Being able to provide event-related emissions data to ESG analysts under environmental reporting regimes, both active and incoming, is a factor under consideration by only 4 in 10 planners.

 

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, simply by Creating A Profile on event:decision. 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 2024-5. 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.

*(Significance at the 95% level for given SD and n)