How the Event Industry Drives the Sustainable Transformation

The event industry is a key driver for the economy, innovation and knowledge exchange. But how can it adapt to the challenges of time and make a positive contribution for people and the planet? This question was addressed by Ben Erwin from Encore, a global provider of event technology and production, and Matthias Schultze from the GCB German Convention Bureau, which represents the German meeting and congress industry nationally and internationally, in an exclusive conversation at IMEX Frankfurt 2024. 

The European Green Deal, a comprehensive plan by the European Union to achieve multiple ambitious environmental and economic goals, influences the event industry in Europe. The plan aims to make Europe the first climate-neutral continent by 2050, protect biodiversity, promote a circular economy and eliminate pollution. At the same time, it intends to strengthen the competitiveness of the European industry and to ensure a fair transition for the affected regions and workers. To realize these goals, the European Commission has committed to mobilize at least 1 trillion euros of sustainable investments in the next ten years.  

At the same time, Europe is globally the strongest destination for business and MICE trips. According to the IPK World Travel Monitor, Germany had a share of 12% of all international business trips worldwide (= 13.5 million trips) in 2023 and was by far the most important business travel destination.

To maintain and leverage this leading position, the GCB founded the Innovation Alliance Future Meeting Space almost ten years ago. It is a science-based think tank for the business events industry, which anticipates how the role of business events is changing. This think tank, in partnership with the Fraunhofer Institute for Industrial Engineering and Organization, explores how trends like sustainability, digitalization, and workspace transformation are influencing business events. The innovation alliance is supported by various global stakeholders, including hotel chains, convention bureaus, associations, corporations, and digital firms – and also by Encore. 

Ben Erwin shared his view on the global priority for a sustainable transformation, which is also reflected in the demands of his customers. He explained that Encore is proud to have been ranked in the top 11% of providers of trade shows and congresses by EcoVadis, the global standard for sustainability ratings of companies. Encore received a bronze medal, which is a sign of progress on the path to sustainability. 

The main focus should be on caring for people and social impact, Ben Erwin stressed. Encore takes a strategic approach to enhance social impact and sustainability. A 2023 Kantar study by Encore highlighted post-pandemic changes in the workforce and identified the need for flexibility, connection, and personalization in events. Key trends include prioritizing individuals and creating a sense of belonging, extending diversity, equity, and inclusion (DEI). Erwin encouraged the audience to discuss their DEI efforts and challenges, promoting shared learning. 

Here is a summary of the key insights and tips Ben Erwin and Matthias Schultze shared on how event planners can make their events more sustainable: 

• Act on the basis of data: Systematic data management is essential to set strategic goals and concrete actions. You need to know what you are talking about before you can act. Use available studies and research results to inform and justify your decisions. 

• Leverage the opportunities of digitalization: Open data and AI applications will help to drive the sustainability of events in the coming years, by making data available in completely new ways and enabling different interpretations. This can help to reduce consumption, optimize travel by choosing the ideal location, and much more. 

• Consider the different dimensions of sustainability: Do not only focus on the ecological aspects of sustainability, but also consider the economic and social dimensions. Think about how your event can make a positive contribution for the community, the region and the industry. 

• Understand the priorities of your stakeholders and audiences: Sustainability is not an end in itself, but a way to create and communicate value. Find out what your customers, partners and attendees expect from a sustainable event and how you can meet their needs. 

• Be innovative and creative: Sustainability often requires rethinking and adapting to new situations. Be open to new ideas and formats that can make your event more efficient, effective and attractive. Get inspired by best practices and success stories and share your own.