Event Sustainability Heroes: Anna Peters at Evolve Events

Introducing one of our favourite event sustainability heroes

We’re continuing our series in 2024 with a chat with Anna Peters, Creative Director at Evolve Events, a Micebook Power 50 Green Champion and a passionate advocate of sustainable travel in events.

Q: How did you first became interested in sustainability?

“You know, events are all about bringing people together, but with climate change becoming increasingly visible, the pressure’s on for the event industry to step up its game. As sustainability transforms from a ‘nice-to-have’ to a ‘need-to-have’, clients are seeking deeper commitments from event planners, venues and destinations. It’s no longer sufficient to say, ‘We’re eliminating straws’ or ‘We only wash towels only upon request’.

Our clients are requesting eco-friendly event setups, looking to us to create events that are not only sustainable-focussed and align with their values but where the impact of hosting the event can be measured, and with the Corporate Sustainability Reporting Directive taking effect this is set to increase. Sure, we can we advise them on which venue prioritise sustainability or how to incorporate sustainable menu options, all of which are super important, but it was when I discovered that travel can rack up a whopping 78% of an event’s emissions, I realised that taking responsibility for the door-to-door aspect of an event is where we can really make a huge difference.

More and more, event attendees are starting to question if they can justify travel to events in a climate crisis. The simple answer? Yes, we can. The ascent of AI and the era of remote work exemplify why fostering real-life connections has never been more crucial. But to meet carbon targets, those frequent flyers among us must take to the skies a bit less.

Here’s a fact that really hit home for me: transporting delegates by plane on average pumps out 258grams of CO2 per passenger mile but this can be reduced to 14grams if you switch to rail. So, over the last couple of years, we’ve started recommending and adopting train travel for European events, and it’s been eye-opening. The eco-friendly benefits are undeniable, but what’s really caught us off guard are the additional benefits that come with train travel.

The journey is no longer just a means of transportation; it becomes an integral part of the event experience, adding a touch of adventure and sustainability to the mix.”

Q: What sustainable habits are important to you?

“At Evolve we’ve been partnering with Eurostar, taking groups to European events and we’ve seen just how trips-by-train enable deeper connections, fun adventures and more authentic experiences before even arriving onsite. It’s great to be able to bring teams together from the get-go; exclusive carriage hire in particular is a brilliant way to get everyone together over onboard activations.

We need to bring terms like ‘compassionate travel’ and ‘positive impact’ into our planning of events, choosing to host in destinations and venues where benefits and revenues trickle into local communities and economies, leaving behind a positive legacy.   

Beyond the environmental impact, train travel facilitates unique connections. The gentle sway of wheels on tracks encourages interactions that just don’t happen at 30,000 feet. Comfort also becomes a revelation – stretching out and relishing scenic beauty adds relaxation to the journey.”

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

“So when it comes to sustainable travel, my big tip is to change your mindset about the use of time. Flights may seem quicker, but when you factor in all the waiting at the airport, well they’re often not that much faster than hopping on a train. Plus train stations are usually smack bang in the city centre, cutting down on transfer time. Pro-tip: look for hotels and venues that are near the train station to aid a seamless transition for your delegates from travel to chill mode.

It’s also about how you spend your time. Waiting at an airport can be stressful and flying can be uncomfortable. On the train, you can get up and walk around whenever you want. There’s wifi enabling you to work but you can also relax and unwind. We all live in a busy world, so slow travel is an investment in wellbeing. Taking the train is a great way to ensure everyone arrives relaxed and recharged, ready for the event.

Slow travel isn’t just about getting from A to B, it’s about savouring the journey. Instead of rushing for that onward connection, why not seize the opportunity to pause and share a memorable moment in the country you’re travelling through? Imagine sipping Belgian Beers at the Grand Place in Brussels or indulging in classic Crepes Suzette at the iconic Le Train Bleu in Paris. These moments aren’t just about grabbing a bite to eat, they’re about creating shred experiences that deepen connections and leave lasting impressions.

At Evolve we’re often asked to talk about the importance of sustainable travel within the events industry. However, it’s equally important to consider how to facilitate any sustainable choices in our personal lives. That’s why at Evolve Events, we’re proud to be one of the first 100 companies to become a Climate Perks employer, empowering sustainable travel choices for our team by providing additional time off for holidaying via coach, train, or ferry instead of flying. It’s really easy to sign up and it would be great to see more event companies join us.”

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

“Looking ahead, we’re thrilled about the growing momentum behind sustainable travel practices, with corporate travel policies starting to promote shifts from air to rail and we’re seeing this reflected with the sizes of groups travelling to and from the UK to Europe for events increasing. It exciting to see the MICE industry starting to embrace tågskryt (the Swiss word for train-bragging).

But it’s not just about the environmental concerns anymore, clients are also prioritising the social aspects of sustainability. This year promises a shift towards more meaningful events, focusing on genuine connections and authentic encounters. It’s all about exploring ‘off-the-beaten-track’ destinations which not only reduces over tourism and ensures revenue goes into local communities, but also satisfying our craving for unique experiences.

At Evolve, we’re excited to be collaborating later this year with a number of European partners shining a light on sustainable destinations; expect insider tips on eco-conscious accommodation & venues, authentic local experiences, wellness retreats and of course sustainable travel adventures to help others crafting sustainable European events.”

With big thanks to Anna for talking to us about her passion for sustainable travel. If any of you would like to find out more about how we could work with you to achieve all your event sustainability and ESG goals in 2024, get in touch.