Sustainability is a word we have become well-accustomed to in the events industry. It is littered across company websites and social posts. Promised from exhibitors in trade shows up and down the country.

Is sustainability a buzzword? Merely used by companies to boost reputation or image? Or are stakeholders in the industry actually making a tangible, sustainable difference?

To find out, we spoke with professionals and companies committed to sustainability to understand what it truly means in the events sector.

Making a genuine impact

Some companies are leading the way with a broader, more meaningful approach. emc3, a certified B Corp event agency, believes sustainability must go beyond carbon tracking.

“We use the term holistic sustainability. That means everything from environmental impact, social impact and DEI. It is making sure your event is accessible to everyone and not making too much of a negative impact on the space you’re operating in. So holistic sustainability is looking at the whole story, not just tracking carbon.”

emc3 also insists sustainability in events is more than just a buzzword.

“It is definitely not a buzzword. We are seeing more and more events teams trying to integrate sustainability.”

This aligns with an event groove report which found 67% of event planners consider sustainability when organising and planning their event.

Event planners wanting to have a sustainable event look to suppliers such as KMP. KMP, a self-proclaimed sustainable printing company, is a supplier who pride itself on sustainability.

“We generate all our own energy” KMP tells us, “we have 600 solar panels on the roof, we are sustainably managed and all our paper has reputable sustainability accreditations.”

To KMP, sustainability is engrained in its culture: “people are more and more passionate about sustainability. Everything we produce and do, in some way, is sustainable”.

Rethinking awards

The conversation around sustainability isn’t limited to event planning. It extends to every detail, including the awards presented at these events. Aford Awards, a trophy and award manufacturer, is rethinking sustainability in a way that ensures its impact lasts beyond the event itself.

“At award events, the only tangible thing attendees take back is the trophy. That’s why we produce awards with no waste or plastic – the only such type currently on the market. This ensures that what we present is both sustainable and looks good.”

Aford Awards sees a genuine market shift towards sustainability: “We’ve been asked by our clients to source these trophies. Companies like Dell and HP have told us, ‘We can only buy your trophies if they are sustainable.’ So, in our case, the push for sustainability has been market-led.”

However, one could question the need for trophies at all. No doubt it is part of the glitz and glamour of award ceremonies. Yet, if a company truly champions sustainability can a certificate not suffice?

The harsh reality: waste, emissions, and the ongoing battle against greenwashing

According to MeetGreen, a typical conference attendee generates approximately 1.89 kilograms of waste daily, with 1.16 kilograms ending up in landfills. Additionally, each attendee is responsible for about 176.6 kilograms of CO₂ emissions per day. For larger events, such as those with 1,000 attendees, the carbon footprint can reach up to 530 metric tons of CO₂.

Mark Moloney, managing director at Professional Beauty, Salon International, HJi and Wellness, believes a lot more still needs to be done: “I don’t think sustainability is just marketing but a lot of companies do greenwash. I suspect stand builders don’t mind materials been unsustainable as it means it can be put up again. There is a long way to go for the events industry”.

Greenwashing is also prominent, not just in the events industry, but industry-wide. A report by RepRisk revealed that 1850 of companies where found to have misleading communications related to greenhouse gas emissions, global pollution and other climate change issues.

emc3 believe “there is still the question of greenwashing and even green hushing where people aren’t talking about it at all. However, this is only a small percentage of companies in the events industry”.

Challenges remain, but a sustainable future is within reach

Organisers, agencies and suppliers all have their own methods, ethos and opinions on sustainability. Offering a holistic approach when looking at sustainability in events is key. Each stakeholder plays a part.

Many companies are making a tangible difference but many are also falling behind. The events industry puts a huge strain on the environment with emissions still at high levels. However, despite greenwashing still being an issue, the overall intention within the events industry from all sectors is promising. Most companies genuinely want to be sustainable and make a tangible difference.

Issues remain and the events industry needs to work together to ensure a sustainable future but, overall, the attitude from event professionals towards sustainability is something to be optimistic about.