Shifting the narrative: Highlighting the positive impacts of event sustainability

The global discourse on sustainability has a twisted screenplay that’s desperately in need of revision. In my humble opinion, of course.

We're immersed in a narrative where we're hyper-aware of the eco-damage and carbon footprints generated by large-scale events and venues, a necessary scrutiny of the resources and waste generated by these juggernauts of social convergence.

Yet this storyline is often deprived of the multi-layered context that could captivate audiences with the full richness of the discourse.

Recognising the silent contributors to our environmental cause

For one of the sessions I was involved with at International Confex , I hosted a discussion on event sustainability with events industry experts sharing different perspectives and experiences, hosted in one of Evolution Dome 's inflatable structures.

The panel pondered over a question from the crowd. A voice asked about the comparative ecological costs between hosting numerous meetings in a single location versus the same meetings scattered across the footprint of individual trips all around the country or world.

While the discussion focused a lot on initiatives to make our events more sustainable (I'll dive into those conversations specifically in future blogs - subscribe here if you'd like to keep up to date), there's much more to explore.

From grassroots community efforts for better waste management to innovations in sustainable event technology, the landscape of sustainability is populated by passionate individuals and organisations driving change - which is fantastic to see and hear.

This question raised a good point though - it was a spotlight revelation that demanded we move past the carbon and look into the mirror that reflects our industry's purpose.

We've grown adept at scrutinising aspects of sustainability — the carbon footprint of our stand builds, the choice of sustainable materials for our event carpets, and the green initiatives at the catering stalls.

But isn't it also high time we turned the corner to acknowledge a different set of characters — those with the potential to drive a nuance-laden plot in our sustainability story?

The paradox in the carbon reports

Imagine this — a global company hosts 50 meetings under one expansive event dome over the course of two days. It’s a feat that cuts to the core of efficiency and sustainability, sidestepping the individual travel that would have occurred in the absence of such a gathering. The paradox is stark yet silent; collective emissions are masked by the absence of individual ones. Yet these positives seldom grace the pages of our corporate carbon reports and none in the room knew of anyone actively measuring this right now.

If you do - please reach out - I'd love to interview you!

When you multiply that one company hosting fifty meetings by even only another 50 exhibitors, we are sure you'll see the carbon expended per person has been greatly reduced.

But how much more could we do in terms of emissions if we truly worked together? It’s an exciting thought and one that companies should actively consider when planning their events.

When we pack the many into the same space, a positive blip should resonate on our environmental radar. Instead, we conflate size with guilt and neglect the intricate dance that allows these events to be not only part of our cultural vibrancy but also exemplars of sustainable cohesion.

A ripple in the right direction

The environmental impact of the events industry should be measured in terms of waste and travel footprint for example, but it should also be measured in terms of positive impact too.

If an event manages to house tens, hundreds, or even thousands of individuals in a shared space, it becomes far more than the sum of its potential travel miles. It becomes a ripple in the right direction — one that signifies a reduction in traffic, a minimisation in individual energy usage, and a resounding message of togetherness, potentially.

This ripple might not single-handedly cleanse the environmental waters, but it shifts the tides of perception towards a more appreciative look at the role of event sustainability. It challenges us to calibrate our lenses so that we don't just see the negative space that sustainability identifies but also the vibrant positives that events can catalyse.

Shaping a Proactive Eco-Culture

Far from a mere semantic shift, my opinion today champions the cause of a proactive eco-culture within the events industry.

It’s a nudge towards sculpting a narrative where sustainability isn’t solely the story of restraint and rejection but also one of collective progress and positive impact. It’s the difference between merely looking at the canvas of our ecosystem and realising that it’s up to us to paint it with the colours of collaboration.

Each event, a venue, every gathering — these are opportunities to rewrite our narrative for the better. By highlighting the unspoken heroes of sustainability — the shared spaces, minimised travel, and the jubilant convergence of minds over miles — we infuse our storyline with the optimism that’s often dismissed in the tenebrous context of climate change.

Let's not forget that sustainability is not just about reducing negative impacts, but also about sharing positive ones.

How does my rambley point conclude this morning? Let's keep connecting, collaborating, and inspiring each other on this journey towards a more sustainable future. Together, we can achieve great things - for our industry, for the environment, and for generations to come.

How do you tell your event sustainability story?

Are you ready to weave the threads of your company's sustainability efforts into a compelling narrative? I'm here to help untangle the complexities of eco-friendly practices and craft them into stories that resonate and inspire. Whether you're a pioneer in the green space or just starting to dip your toes into event sustainability, your story deserves to be heard. Get in touch, let me know if I can help you, say [email protected]