There's so much discussion about sustainability- but has it plateaued?

Normally the preserve of year-end summaries, we’re seeing a number of requests mid-summer for trends and future sustainability content. Is this because the event industry has reached a plateau beyond which meaningful change is too difficult, or that we’re keen to take bolder, wider steps? The truth is somewhere in between. Low-hanging fruit in sustainability has been mostly harvested. Harder decisions lie ahead.Event sustainability is at an inflection point; there’s never been so much debate about what the future will look like or scrutiny over the role of sustainability in event planning, especially when it relates to travel.Ultimately, event sustainability is already, but will be driven ever more by, two factors: global corporate ESG regulation and brand optics. As Event Profs, we have to layer onto that our audiences’ expectations.Carbon reporting regulation (note, not regulation of consumption; companies can still act as they wish but must report accurately) in Europe and on the horizon in the US will undoubtedly put business travel and hence events in the spotlight. A recent survey of healthcare meeting delegates showed that whilst delegates are in favour of more sustainable meetings, a majority are not prepared to significantly change travel habits. The sustainability wants of planners are coming into conflict with typical delegate behaviours.Furthermore, Deloitte reports that “more than half of travel managers in both the United States and Europe expect industry events to spur travel growth this year (2023)”, but at the same time that “climate concerns will likely put a cap on corporate travel gains for several years to come”.Some procurement and travel managers are reshaping travel as an investment rather than a cost, so it’s important that event ROI reflects this trend. A transitory period in approach to travel overall.That’s why event:decision has just launched a proprietary offer in partnership with You.Smart.Thing – including a Sustainable Event Travel Solution within reporting on each event. This is to help planners understand and mitigate travel impacts and plan more effectively.If the benefits of an in-person event outweigh a purely virtual option and your audience is global in nature, what option do you have? Tactics demonstrated by planners include choosing destinations where the largest proportion of delegates can use public transport; minimising the number of long-haul flights; examining seat-classes where flights are required, and certified carbon offset programmes.Above all, at event:decision we urge planners not to focus solely on the factors within the room – materials, food & beverage, waste, power, and so on. The vast majority of emissions related to an event sit ‘outside the room’ in travel and accommodation.Planners do have influence in this area – specifically in destination and venue selection, event duration, and format.Within a few short years, industry talk has moved from sustainability being ‘all-about-carbon’ and is now starting to swing towards a wider view; mixing that of environmental and social factors. Maximise social benefit, minimise environmental impact. Can my event be a force for good, if you will?Forbes recently reported that 8 out of 10 employees in the U.S. and Canada believe it is important for company values to align with their own, and 75% expect their employer to be a force for good in society. Will this translate into delegates’ event behaviour?The fact that event clients are engaging with tools like event:decision’s Impact: Responsible Event Reviews demonstrates that there is significant demand developing in understanding industry and event performance in a wider view of sustainability.Companies are recognising the benefits that accreditations such as B Corp, EcoVadis, and ISO can bring to efficiencies, sustainability, and their brands. Event planners are being asked to submit both policies and data to support clients’ own sustainability initiatives and reporting.Proof points of sustainable delivery, both in terms of carbon and in social benefits, are likely to be requested, if not demanded, by clients as they seek to evidence their own positions in sustainability.Overall, the event industry is in the middle of the beginning of a transition. Other industries are in similar positions – aviation, automotive, and so on. We’re all aware of the desired end-point but we’re not quite sure how long it will take to get there.Find out more at: https://eventdecision.com

There's so much discussion about sustainability- but has it plateaued?

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