Sustainability
MAKE CHANGE HAPPEN
Sam Wilson , founder and managing director at Brighton-based specialist sustainability consultancy , Syntiro Associates , explains the importance of embedded sustainability as a strategic imperative for events
S ustainability in the events industry has long been misunderstood . It ’ s often seen as a box to tick , a compliance task ; something to address with a few environmental quick wins like recycling or reducing energy use . But sustainability is far more than the environment , isolated actions or compliance . It ’ s developing a business sustainability strategy across social , environmental and economic dimensions and getting clear on your company vision ( where you want to be ) and ambition ( how fast you want to get there ). There is a lot of talk about ‘ materiality ’ given the emerging sustainability regulations . This requires an assessment of what really matters to the business and its stakeholders – the most important Impacts , Risks and Opportunities ( IROs ). This has always been the cornerstone of international best practice and what we ’ ve been doing for over 20 years .
Why taking a strategic approach matters The challenge with embedding sustainability as a strategic imperative is that the events industry is populated by operationally focused professionals . Event organisers are the ‘ doers ’, the problem-solvers . Lifting them out of this practical mindset and into one more strategic can be difficult . Yet , this shift is critical to make meaningful progress and avoid greenwashing .
Moving from operational to strategic thinking involves an assessment of key themes and drivers , such as stakeholder expectations and the changing regulatory landscape , together with an analysis of activities and their associated impacts . These give rise to hotspots that can be prioritised for management through the development of Objectives , Targets , KPIs and Plans .
This shifts the focus from a reactive tactical approach , like reducing single-use plastics or carbon . It enables a fully integrated business-led approach that assures that all IROs have been considered and creates a process that
Above : Sam Wilson
will protect and promote your brand and your client ’ s .
Avoiding the tactical trap A common mistake is focusing on easy wins , or those that are in the press , such as carbon emissions . This approach is not only risky , as you may miss more significant issues , it also increases the risk of greenwashing as you are selecting what to focus on without any strategic context .
Thinking strategically when designing and planning an event provides the basis for targeted action . This is a core element of ISO 20121:2024 ( International Standard for Event Sustainability ). To meet this need , we developed The BOSS ; a strategic planning and performance tool which incorporates measurements at the levels of risk , impact and purpose-driven change . Time-poor event teams can focus on the areas that matter most , which increases efficiency , optimises value and provides a substantiated basis for associated communications .
Benefits When companies take this integrated approach to sustainability , the benefits are profound . A strategic focus drives meaningful change , avoids confusion and the waste of resources . It provides clarity over the part everyone needs to play . Companies that adopt sustainability as a core business strategy can better navigate risks , such as regulatory changes or shifting consumer preferences , and are more likely to create loyalty among employees , customers , and stakeholders .
Adopting a strategic approach to sustainability turns companies into leaders and change-makers . It empowers them to leave a lasting legacy , long after the event has closed .
Rather than being the industry that simply ‘ makes things happen ’, the events industry can be the one that makes change happen . n
ISSUE 133 / CONFERENCE & MEETINGS WORLD / 59