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.

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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)

 

 

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Rethinking event materials for a more sustainable future

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Being innovative in sustainable event materials means looking far beyond recycled cardboard.

Dezeen (the world leading architecture and design website) have just published the long list for their sustainability awards and there’s some interesting products in the material innovation shortlist that caught our eye. Some of these new materials are very different to the usual recycled wood frames and cardboard based solutions the events industry have been adopting in some areas. For anyone wanting to show innovation and lead the sustainability field they’re definitely worth checking out.

Here’s our top pick of the most exciting new materials we think show the most potential for events:

Slag

One of the most innovative materials on the Dezeen list to consider is About Slag. Slag is a by-product of industrial processes that is now being transformed into high-performance building materials. Traditionally considered waste, slag has evolved into a sustainable, robust, and aesthetically pleasing option. In Dezeen’s shortlist they are highlighting an experimental project integrating the material into various artisanal and industrial contexts through the use of slag-based glass.

Slag’s ability to be repurposed into a high-strength, fire-resistant material makes it particularly suitable for events requiring strong infrastructure, such as outdoor festivals or trade shows. Its sustainability credentials are further boosted by the fact that using slag reduces the need for newly mined raw materials, significantly lowering the environmental footprint of construction.

For event professionals seeking sustainable event materials that align with eco-conscious values but still offer impressive structural capabilities, slag-based materials could provide an unexpected but highly functional option. Its modern industrial aesthetic is also a perfect fit for events aiming to evoke an urban, cutting-edge vibe.

Other Matter Decals

Sustainability is not only about large-scale materials; even the small details like signage and branding can make a big impact. Other Matter Decals offer an eco-friendly alternative to traditional event graphics and decals, which are often made from petrochemicals.

Made using a patent-pending method from a renewable, non-petrochemical polymer, they are fully recyclable and designed to minimise environmental impact. This means that once the event is over, you can dispose of them without guilt, knowing they won’t contribute to landfill waste. Operating within a closed-loop zero-waste system, Other Matter Decals supports low-energy, decentralised recycling, promoting widespread adoption.

For event professionals, this material could offer an excellent way to make a statement about sustainability while enhancing visual appeal. Whether it’s logos, directional signage, or decorative motifs, decals can be integrated into various event formats – and beyond signage, the manufacturer says they also have potential applications in protective packaging, representing a groundbreaking advancement in renewable plastics.

Acoustic Byssus Core Tile

Good acoustics can be a game-changer in event production, especially in large venues or spaces where sound management is crucial. Acoustic Byssus, a sustainable material derived from mussel beards, is making waves in the world of soundproofing. Traditionally, soundproofing solutions have relied heavily on synthetic foams or fabrics, but Acoustic Byssus offers an eco-friendly alternative without compromising on performance.

The mussel byssus, often referred to as the ‘beard,’ is the inedible part of the mussel that is trimmed off and discarded and has been used in this product, making it 100% renewable, recyclable and biodegradable. This natural material has sound absorption properties, making it perfect for use in conference rooms, exhibition spaces, or any environment where controlling noise levels is critical. In addition to its functional benefits, Acoustic Byssus is also lightweight and visually appealing, offering designers a versatile material that can be integrated into walls, ceilings, or even bespoke installations.

For event professionals aiming to create an immersive experience while minimising environmental impact, Acoustic Byssus could present the perfect combination of sustainability and innovation. Its ability to enhance acoustics in a sustainable way is a strong selling point for eco-conscious planners.

Bio-Block Spiral

Although not ideal for short-term events, Bio Block is an innovative material worth considering for semi-permanent event installations. This building block, made from algae, offers an alternative to blocks made of concrete, a product which accounts for 8% of the world’s annual CO2 emissions, and offers strength and versatility while being entirely biodegradable. It could be ideal for installations that require stability, such as large stages, festival grounds, or even interactive displays that are intended to last weeks or months.

Corn Wall

Corn Wall is an innovative, biodegradable material sourced primarily from the cores of regional (Western Europe) corn cobs, designed to be used as a finishing product for walls, partitions, and other surfaces. For event professionals, Corn Wall offers an eco-friendly alternative for interior wall cladding and covering that may contain harmful chemicals or synthetic components.

One of Corn Wall’s most appealing qualities is its natural aesthetic. The material’s textured finish provides a warm, organic look, perfect for creating inviting spaces. From corporate events to more casual outdoor festivals, Corn Wall can add a touch of nature-inspired design while reinforcing an event’s sustainability message.

TômTex Mushroom Leather

Incorporating sustainability into event furniture and décor is just as important as using eco-friendly construction materials. TômTex Series M, a mushroom-based leather alternative, is a vegan, biodegradable option in sustainable event materials that could be used to create seating or decorative elements at an event. TômTex works with mushroom farmers that use sustainable practices to grow their mushroom and it’s crafted from mushroom chitosan. It’s 100% plant-based, devoid of tanning or coating processes and mimics the look and feel of leather without the need for animal products or synthetic chemicals. At the end of its lifecycle the biomaterial can be recycled or biodegraded naturally.

This innovative material looks to be versatile and durable enough to be used for soft furnishings, upholstery, or even event merchandise like branded bags or giveaways. It could be an excellent choice for event professionals looking to replace traditional leather with an innovative sustainable, cruelty-free option.

LiquidPlant

The aesthetics of an event are largely defined by its colour schemes and finishes, which often rely on paint. Traditional paints, however, are notorious for their high levels of toxic chemicals and volatile organic compounds (VOCs), which can be harmful to both the environment and human health. LiquidPlant, the ‘world’s first 100% plant-based, high-performance topcoat’, offers an environmentally friendly alternative that allows event professionals to achieve vibrant finishes without environmental impact.

Made entirely from renewable plant-based ingredients, LiquidPlant paint is biodegradable and free from harmful chemicals. It’s perfect for use in a wide variety of settings, from exhibition stands to large-scale event decor. Its performance is on par with traditional paints, making it a viable choice for event professionals who want to ensure both sustainability and visual impact.

As the events industry continues to evolve its sustainability initiatives, so too must the drive towards more creativity and innovation in the use of sustainable event materials. The new materials highlighted here offer exciting opportunities for event professionals to embrace sustainability in all aspects of event production and go far beyond some of the existing options currently relied on.

For more inspiration on re-thinking sustainability in events, please get in touch.

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Is collaboration the key to unlocking sustainability in events?

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The impact of collaboration in the events industry can be profound, shaping the way we approach sustainability.

As the Power 50 Most Sustainable Agencies 2024-5 launches, we’re unpacking the difference between mere sponsorships and genuine collaborations to uncover why the latter could be the answer for the future of event sustainability.

Collaboration vs. sponsorship: understanding the difference

Collaboration should not be confused with sponsorships, which are often commercially driven partnerships where the exchange of value is transparent and typically financial. Sponsorships, such as Shell’s involvement with British Cycling or Total Energy’s partnership with the Rugby World Cup, while beneficial for brand exposure, can sometimes lead to negative press, especially if there’s a perceived mismatch between the sponsor’s image and the values of the event. They can bring some benefits of course, but can also create risk.

In contrast, true collaborations are built on shared values and goals rather than just financial incentives. They involve a deeper level of commitment and engagement, where the parties involved – agencies, brand, client – work together to achieve a common purpose, often resulting in significant social and environmental benefits. On a macro-scale, a powerful example of this is Vodafone’s M-Pesa initiative, which, through collaboration with multiple partners, has transformed financial inclusion in developing regions.

Another great illustration of a non-financially driven collaboration was the Jubilee 2000 campaign, a global movement that successfully advocated for debt relief for developing countries. The campaign was not about financial gain but about achieving a significant social impact through a united effort of various stakeholders. It led ultimately, to the cancellation of more than $100 billion of debt owed by 35 of the poorest countries in the world.

Collaboration in the events industry

So, what does this mean for events and how can we harness some of the power of collaboration to work for us in our common sustainability goals? We passionately believe collaboration can be the key in driving sustainability forward for everyone.

Platforms and forums already exist that were established to support corporate and agency leaders in sharing best practices and encouraging more sustainable approaches to event management. Platforms like Event Leaders Exchange, Micebook Nineteen Group and ICE Hub for example, provide spaces for senior industry professionals to collaborate, exchange ideas, and develop strategies that promote sustainability within the sector. And Net Zero Carbon Events and the Power 50 Green Champions both exist to recognise and encourage individual and organisational contributions to further the environmental agenda.

Recognising collaborative efforts in sustainability: The Power 50 Most Sustainable Agencies

Agencies are in a unique position to influence event sustainability outcomes, working with a panel of clients across a range of events.

The Power 50 Most Sustainable Agencies UK 2024-5, launched by event:decision in collaboration with micebook and supported by Encore EMEA demonstrates power of collaboration in sustainability in events a step beyond current initiatives. The annual  campaign was not only conceived in the first place as a result of collaboration between micebook and event:decision, but are also designed to celebrate not just the individual achievements of agencies but also the collaborative efforts within them which drive the industry toward a more sustainable future.

The marking criteria encourage and recognise agencies working together with their partners to achieve their sustainability goals. Whether it’s collaborating with suppliers to reduce carbon footprints, working with venues to implement sustainable practices, or engaging with clients to promote greener events, the Power 50 Most Sustainable Agencies is designed to shine a light on how agencies demonstrate sustainable behaviour internally but also achieve sustainable outcomes for their clients.

There is also a significant activation planned at the upcoming Sustainable Event Show, which is again, a further collaboration. The event will provide a unique opportunity for agencies to meet face-to-face, seek advice on optimising their submissions for the Power 50, and learn from experts in the field. Power 50 entrants will have the chance to engage with partners, explore new supply chain options, and gain valuable knowledge at the Show that can help them improve their sustainability efforts (and entries).

The future of collaboration in event sustainability

As the events industry continues to evolve, the importance and power of collaboration in driving sustainability will only grow. The challenges we face – whether it’s reducing carbon footprints, managing waste, or promoting social responsibility – are too complex to be tackled by individual agencies alone. It’s only through collaboration that we will be able to pool resources, share knowledge, and develop innovative solutions that make a real difference.

The Power 50 Most Sustainable Agencies represents a significant step forward in recognising and promoting how collaboration can work within the industry. They highlight the fact that sustainability is not just about what an individual agency can achieve, but about how we can work together to create a more sustainable future for the entire industry.

How to enter the Power 50 Most Sustainable Agencies 2024-5

The Power 50 Most Sustainable Agencies 2024-5 is a collaboration between event:decision and micebook, with support from Encore Global. Entries are now open, with applications accepted from all UK-based event agencies.

Agencies interested in taking part should prepare to submit detailed documentation of their sustainability practices, including evidence of accreditations and examples of how they are reducing their environmental impact via event:decision.

The deadline for submissions is 8th November 2024, with an opportunity to optimise submissions face to face within the Sustainable Event Show 2024.

Successful agencies will notified and announcements made at micebook Expo in January 2025. For those who may not make the final list, the process will offer valuable insights into where they stand in terms of sustainability and where they can improve.

For more information and to submit your application, access the official Power 50 Most Sustainable Agencies submission area.

Entries OPEN for Power 50 Most Sustainable Agencies UK 2024-5: the benchmark for responsible UK event agencies

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Entries are now open for the event:decision and micebook Power 50 Most Sustainable Agencies, with support from Encore EMEA.

Power 50 Most Sustainable Agencies 2024-5 is now open for entries, marking a unique opportunity for UK-based event agencies to showcase their commitment to sustainability. This definitive list of sustainable UK event agencies will recognise and celebrate the top 50 event agencies that are leading the way in sustainability.

What is the Power 50 Most Sustainable Agencies?

The Power 50 Most Sustainable Agencies is more than just a list – it’s a rigorous, transparent evaluation designed to identify the most sustainable event agencies in the UK. The ranking is based on quantifiable criteria rather than subjectivity, ensuring that only the most qualified agencies make the cut. The list underscores the increasing importance of sustainability in the events industry, a sector that traditionally has faced challenges in reducing its environmental impact and quantifying social benefits. By focusing on measurable practices, the Power 50 seeks to set a benchmark for the industry, encouraging all agencies to step up their sustainability credentials.

What’s involved in the ranking process?

The application process for the Power 50 is comprehensive, ensuring that only the most committed agencies are recognised. Here’s a breakdown of what’s involved:

Company accreditations

Agencies are required to provide evidence of their sustainability credentials, such as ISO 20121 certification, BCorp, Future Fit Business, Planet Mark, Ethical Company Organisation or other relevant accreditations. This stage sets the background for assessing the agency’s overall commitment to sustainability. Accreditations are not just a checkbox; they demonstrate an agency’s adherence to international standards and best practices in business and in sustainable event management.

Event Delivery

This section delves into how agencies implement sustainability across their operations, with a focus on three key areas:

  • Environmental Impact: Agencies must showcase how they minimise their events’ environmental footprint, whether through reducing carbon emissions, managing waste effectively, or sourcing materials sustainably. This includes everything from transportation logistics to the selection of venues and suppliers.
  • Social Responsibility: Beyond environmental considerations, the Power 50 also evaluates an agency’s commitment to social responsibility. This could include fair workforce practices, community engagement, and ensuring diversity and inclusion within the agency and in its supply chain.
  • Governance: Good governance is essential for sustainability. Agencies are assessed on their adherence to best practice, regulations and relevant sector codes and policies.

Why enter the Power 50 Most Sustainable Agencies?

Being listed in the Power 50 is a statement about an agency’s values and its commitment to leading the industry toward a more sustainable future. For clients increasingly prioritising sustainability, being listed in the Power 50 will be a key differentiator. Most Sustainable Agencies also provides agencies with a framework to measure their sustainability practices against the best in the industry. It offers a chance for agencies to continuously improve their practices to meet the evolving standards of sustainability.

The impact of the Power 50

The introduction of the Power 50 Most Sustainable Agencies is a significant step for the UK events industry. It reflects a broader shift towards sustainability, not just as a trend but as a way of doing business. The campaign is expected to drive change across the industry, pushing agencies to innovate and adopt more sustainable practices. The Power 50 will serve as a valuable resource for clients who are seeking partners committed to sustainability. By providing a transparent and rigorous evaluation, the ranking ensures that clients can make informed decisions based on verified sustainability credentials.

How to enter

Entries for the Power 50 Most Sustainable Agencies are now open, with applications accepted from all UK-based event agencies. There is a small entry fee to cover the costs of the evaluation process. Agencies interested in applying should prepare to submit detailed documentation of their sustainability practices, including evidence of accreditations and examples of how they are reducing their environmental impact.

The Power 50 Most Sustainable Agencies 2024-5 is a true collaboration between event:decision and micebook, with support from Encore Global. The deadline for submissions is 8th November 2024, with an opportunity to optimise submissions face to face within the Sustainable Event Show 2024.

Successful agencies will notified and announcements made at micebook Expo in January 2025. For those who may not make the final list, the process will offer valuable insights into where they stand in terms of sustainability and where they can improve.

For more information and to submit your application, access the official Power 50 Most Sustainable Agencies submission area.

How sustainable is your SWAG?

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We’ve all been to exhibitions and events where the battle between branded bags, pens, sweets, USB sticks, and other promotional items is highly visible.

You probably think that much of this SWAG (Stuff We All Get) is just binned shortly after the show, but event SWAG undoubtedly works. Research from the British Promotional Merchandise Association (BPMA) reveals that 79% of people can recall a brand featured on a promotional item they received in the past two years, and 87% keep promotional items for more than a year.

Conversely, according to the 2019 Global Ad Impressions Study by the Advertising Specialty Institute and reported in Forbes, just 21% of branded and promotional items are kept for any length of time. More than half is given away, and 23% is thrown away. Think of that next time you order 1,000 of anything!

So many numbers.

There’s no doubt that much of the SWAG we all currently receive remains a sustainability nightmare due to its disposable nature and its environmental impact. Options around sustainable events SWAG have been around for a while however, meaning the choice around offering SWAG versus its environmental impact is no longer a binary one. 

What’s the case for SWAG?

Promotional merchandise has been a staple in the event industry for decades, serving as a reminder of a brand long after the event has ended. It wouldn’t have endured for so long if there hadn’t been some very good evidence that it works.

According to the BPMA promotional items can significantly boost brand recall. Items like pens, USB sticks, and bags are used repeatedly, reinforcing the brand message each time. SWAG can also be an effective tool for lead generation. Attendees are more likely to visit booths offering free items, providing exhibitors with an opportunity to engage with potential customers. Some studies indicate a direct correlation between promotional items and sales. By creating a positive brand association through useful or fun items, companies can drive purchasing decisions. And providing high-quality and useful SWAG, not cheap throwaways, can enhance client loyalty. When customers receive something of value, they feel appreciated and are more likely to remain loyal to the brand.

…And the case against ‘traditional’ SWAG?

Despite the benefits, there are significant concerns regarding the sustainability of traditional SWAG: Many existing promotional items are made from non-recyclable materials and are discarded shortly after the event. This contributes to landfill waste and environmental pollution. The production of SWAG typically involves several stages of manufacturing, often in countries with lax environmental regulations. The carbon footprint associated with these processes is substantial.  SWAG is often transported over long distances, involving multiple third parties. This not only increases the carbon footprint but also adds to the overall environmental impact. The end-of-life stage for SWAG is particularly problematic, as many items are not biodegradable or recyclable. This results in a significant amount of waste that takes years to decompose.

Sustainable events SWAG  

The BPMA Step Forward campaign, encourages members to investigate and implement more sustainable  practices. For event professionals looking to make more environmentally responsible choices, there are now several sustainable events SWAG options to consider. How about some of the following;

Seed paper products: Items like notebooks, business cards, or bookmarks made from seed paper are not only useful during the event but can also be planted afterwards. The paper is embedded with seeds that, when planted, will grow into flowers, herbs, or vegetables, leaving no waste behind.

Solar-powered chargers: Compact solar-powered chargers for mobile devices are both practical and sustainable. They harness renewable energy from the sun, reducing reliance on traditional electricity sources and encouraging sustainable energy use.

Digital gift cards or e-books: Instead of physical items, consider offering digital alternatives like e-gift cards or e-books. These eliminate the need for manufacturing and transportation, significantly reducing the carbon footprint associated with event giveaways. They provide attendees with value without generating physical waste.

Promises or pledges: For example, the event organiser pledges to buy a book for a children’s library (one book per delegate) and in each SWAG bag is a thank you card created by children that would benefit from the library. A hand written card to each delegate creates real impact.

For those who still want to provide physical SWAG, the eco-range at Team Togs offers a variety of environmentally friendly options. Their products are designed with sustainability in mind, using materials that are either recycled or biodegradable. 

If digital alternatives are better suited, Swagable Bag provides a range of digital SWAG options. Digital SWAG can include downloadable resources, e-gift cards, or virtual experiences, all of which have a significantly lower environmental impact. 

Making informed decisions 

At event:decision our stance on SWAG is merely that we aim to provide the data that helps event organisers make better decisions. Our Impact tool includes data on the environmental impact of every part of your event, including your SWAG, allowing you to make informed choices based on your sustainability goals.

While traditional SWAG offers significant benefits in terms of brand awareness, lead generation, and customer loyalty, the environmental impact can’t be ignored. By exploring sustainable alternatives and making data-driven decisions, event organisers can strike a balance between effective marketing and environmental responsibility, achieving both with just a tiny bit of creative thinking and planning.

Impact: Responsible Event Reviews from event:decision are a fast, simple way to benchmark the sustainable performance of your event, within E, S and G. For more details, get in touch.

Ten ways to build more social value into your events

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The ‘S’ in ESG often gets overlooked as event profs struggle to think of ways to build social value into events.

The environment and governance elements of ESG appear to attract more focus than the social in the world of event planning, but that middle letter is just as important as the other two. Impact: Responsible Event Reviews from event:decision are a fast, simple way to benchmark the sustainable performance of your event, within E, S and G. But, if you’re struggling specifically to think of ways to build social value, here are ten questions that will help you focus on the ‘S’ and build more social value in your events.

#1 Are you taking measures to minimise food waste and distribute unwanted event food?

Organisations can collect and re-distribute many types of event food that would otherwise be placed into waste channels. Food can be redistributed to homeless shelters and local families who are struggling in the area of the event. Please do seek these out or contact your venue or us for advice.

#2 Are you measuring the economic impact to the area local to your event?*

Events can be a great way to bring investment to a local area.  Employing local people to help create the event and spend generated by guests and delegates extending their stay locally all has a positive economic impact. You can quantify this investment, using an online tool if you wish. Contact us for more details.

#3 Are you planning a specific external legacy for your event?

Whilst the central ROI of an event is critical, what happens next is also important. What plans could you have to improve engagement and legacy of this specific event? How about donating items to the community or allowing relevant local organisations or educational establishments access your event? Or even setting up a charitable foundation to continue promoting the ethos and purpose of the event long after it has concluded. Consider getting in touch with Event Cycle who can help identify a local organisation who could be a partner or beneficiary of your legacy planning.

#4 Are you specifically considering Diversity, Equity, Inclusion and Accessibility (DEIA) in relation to your team, your audiences and within your event planning process?

DEIA is a crucial element of the design, delivery and legacy of all events. Contact Diversity Alliance for guidance on how to address this important element of your event from the initiation stage right through to final delivery.

#5 Are you considering including a project related to Corporate Social Responsibility (CSR) within your event live timeline?

Consider contacting the destination’s visitor bureau or your chosen venue for potential CSR projects with which you can build local social benefit associated with your event. Sponsors or Partners may also be keen to align with these initiatives which can add value to the event for them. Or consider Event Cycle which has a network of organisations to reach out to ensure CSR activities are local and relevant to your event and its values.

#6 Does your company have a ‘living wage’ policy for contractors and sub-contractors?

Events often use a series of sub-contractors to deliver. It’s important you ascertain that everyone working on your event is receiving a fair living wage to deliver the event to your satisfaction. Check relevant government or regional information to ensure you are paying a fair local living wage.

#7 Is there any specific provision for your delegates’ physical and mental wellbeing on site?

The mental and physical wellbeing of your guests while attending your event is crucial. For guidance on how to ensure this, contact Stress Matters.

#8 Is there any specific provision for your event delivery team’s physical and mental wellbeing on site?

The mental and physical wellbeing of your own delivery team is just as important as that of your guests and can be overlooked in the drive to put on an event with the highest standards. For guidance on how to ensure this, contact Stress Matters.

#9 Are you specifically incorporating any of the United Nations Sustainable Development Goals (UN SDGs) within your event planning process?

Some events link specifically to one of more of the United Nations Sustainable Development Goals so promote one of more Goals within your event programme. To remind yourself about these, see the UN SDGs

#10 Are you choosing to work with any Social Enterprises to deliver elements of your event?*

There are a good number of social enterprises offering event supply services at price parity. Consider, for example, Connection Crew, who support people who have been affected by homelessness into work by providing training, mentoring and employment opportunities, for any crewing or production needs you may have. (UK only). Or talk to Event Cycle to find organisations in the area around your event.

Impact: Responsible Event Reviews from event:decision are a fast, simple way to benchmark the sustainable performance of your event, within E, S and G. For more details, get in touch.

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.