Event Sustainability: Smoke And Mirrors?

Sometimes, word on the show-floor contradicts published policy.

The events industry has made some great strides in terms of sustainability over the last few years alone. But, we must keep working hard to transform our industry, alongside all those we work with. There’s no finish line in this journey, and the key lies in finding the best trade-offs to reduce our carbon footprint while delivering memorable experiences. How can we focus on really meaningful actions that go beyond superficial gestures, avoiding smoke and mirrors or so-called greenwashing in events?

1. Celebrate Progress and Keep Pushing Forward:

We need to start by recognising and celebrating the real progress the events industry has already made towards sustainability. The reduction of average hotel greenhouse gas emissions by 30.42% between 2019 and 2021, as reported in the 2023 Cornell Index, shows that collective efforts can yield positive results on the venue side. Nevertheless, we must continue pushing boundaries and striving for even greater achievements. As Martin Fuller says;

“There’s no finish line here”

Martin Fuller, Davis Tanner

2. Uncover the True Impact of Events:

We’ve said this many time before on this blog but it’s worth repeating that truly sustainable events require a holistic approach. While incorporating reusable cups or badges made from seeded-paper isn’t nothing, we can’t throw around the world ‘sustainable’ when that’s all that we’ve done, or forget the really significant hidden impacts behind the scenes. Delegate travel, accommodation, and waste management often remains unseen, yet they can contribute considerably to an event’s footprint. Travel and accommodation isn’t visible on the show floor, yet they’re almost always the largest factors (by up to four times) in an event’s carbon footprint. Similarly, you don’t always see the waste left behind in the show-floor skips once the visitors and brands have departed, despite assurances of a ‘sustainable supply chain’. Addressing all these factors is essential to achieving genuine sustainability.

3. Think Strategically and Act Tactically:

Event and agency savings can be substantial through strategic event design and more tactical measures. When selecting destinations and venues, prioritise locations that are accessible via public transport and then those that promote eco-friendly practices. Encourage local transport usage and sustainable menu choices for catering. Opt for build materials that are reusable, recyclable, or have low environmental impact. Additionally, consider digital alternatives to minimise printed materials – there’s no greenwashing in events about any of these choices.

4. Set Sustainable Standards with Expo Stand Design:

Expo stand designers and builders can play a vital role in promoting sustainability. Encourage the use of more reusable or recyclable materials, but also using local crew and management. Build firms have made massive steps in providing more re-usable or recyclable materials. Event:decision works with one build firm that consistently demonstrates 20-40% year-on-year reductions in materials, crew and transport-related emissions, with no impact, through careful thought and deliberate decision making.

5. Embrace Trade-Offs:

A wise man once said;

“There are no solutions, only trade-offs. Striving for complete sustainability may be unrealistic, but making the best trade-offs we can is achievable”.

Thomas Sowell

So, aim for continuous improvement, looking for ways to minimise environmental impact without compromising the event’s success.

6. Lead by Example and Hold Others Accountable:

As event planners, we must exemplify sustainable practices ourselves and hold our partners and suppliers to the same high standards. Collaboration is key – by working together, we can influence positive change across the industry. Praise and support firms that consistently prioritise sustainability while also raising concerns and encouraging improvements where necessary.

Sustainability in event planning is an ongoing journey with no definitive endpoint. It requires dedication, innovation, and collaboration to make meaningful strides. By looking beyond the surface and addressing the less visible aspects of events, we can create experiences that are both memorable and environmentally responsible and minimise greenwashing in events. Let’s maintain our commitment to sustainability, ensuring that the good work of the majority isn’t tarnished by the few who fail to do the right thing when no one is watching.