Ambition vs reality: Prioritizing sustainability at events

Increasing sustainability at events is an important target for event organizers – a trend which is set to continue.

But how much of a possibility it really is for the events industry is a topic of debate.

There is an expectation for businesses of all kinds to be making some progress in reducing their carbon footprint.

They all face pressure to reduce waste, embrace eco-friendly processes, conserve energy and water and more.

But becoming more sustainable is easier for some industries than others.

In this article we look at the following attributes:

• Why sustainability at events is easier said than done
• Where does sustainability really rank on eventprofs’ priority list?
• Initiatives we can implement now while committing to a greener future

Understanding current challenges, limitations, initiatives and ongoing research is key in building a more sustainable future for the events industry.

Take a look at this in-depth guide to sustainable events for a thorough overview on how to make your shows greener.

Why sustainability at events is easier said than done

By its very nature (no pun intended), the events industry is not set up with a green thumb.

Shows include large quantities of people travelling to a specific location using multiple forms of transport.

Visitors use trains, planes, cars and buses to get to the venue resulting in a lot of fuel consumption.

The venues require a massive amount of gas, water and electricity to accommodate all involved.

As well as lighting and heating the venue – some exhibitors use LED lighting, screens playing promotional materials and demonstrate electrically-powered products.

Food consumption is also challenging with so many people spend 8-10 hours in the venue for multiple days.

Venues supply multiple food options to accommodate various dietary needs and want to provide a good overall experience.

There is also plastic, cardboard and paper waste from bringing in various exhibition equipment, merch and utensils.

Between transport, energy and the natural waste of exhibitions – sustainability at events is no short order.

Where does sustainability rank on eventprofs’ priority lists?

Increasing sustainability at events is important for event professionals.

But to prioritize this over everything else could be detrimental to venues, organizers and exhibitors alike.

Each face increasing pressure to make events more interactive and unique.

For exhibitors this means making their booths more flashy and eye-catching or have something that sets them apart.

Some will use powerful lighting to enhance their branding or utilize big screens to showcase products or services.

Others may use technology sto entice attendees into trying something interactive and exciting.

Exhibitors also try to capture visitors through hospitable means – complementary snacks or drinks, coffee machines, ice cream makers, personalized printing machines and more.

All of the above require more energy and/or produce more waste than they would with a plain old stand.

Sacrificing these experience-enhancing elements could potentially cost connections and for organizers it can hinder the overall event experience.

The events industry has had to overcome challenges to stay competitive in the digital age.

It means organizers have leaned into the attributes of in-person events that online platforms can’t replicate.

This involves creating a unique experience that captivates the senses – sight, sound, smell, touch and taste to form deeper connections.

The industry must develop more practical strategies before it can make a real commitment to sustainability.

Initiatives we can implement now while committing to a greener future

The events industry is taking steps to enhance sustainability at events – despite the challenges.

There is an increasing use of materials that can be recycled, reused or composted – including re-usable signage, carpeting and paper-based materials to reduce single-use exhibits.

Eco-friendly transport is being encouraged where possible, such as supplying electric shuttle buses to travel between high-traffic areas (train stations, airports, hotels) and the venue.

But there is still a significant way to go to truly make events more sustainable and there are clear areas for improvement.

The events industry must deepen its partnerships with environmental charities that come into a venue after an event to repurpose the leftover materials.

Research is also being conducted into paper-based adhesive decals to ensure they are a viable alternative that will not damage venue walls and floors.

Event organizers such as IMEX are also researching more environmentally friendly materials for event use.

But the events industry must lean into the proven sustainable initiatives until more comprehensive strategies are developed from this research.

The original approach to making events more sustainable is to offset the negative environmental impacts with positive contributions.

Sustainability programs that result in more planting of trees for every meeting booked between attendees and exhibitors.

Carbon offsetting is currently the best way to ensure events maintain sustainability levels.

Stalemate in this area is a win until more comprehensive and practical strategies are developed as a permanent solution.

Check out our Meetings Make Trees program to increase sustainability at your events.