Sustainability
The true cost of sustainability
s sustainability truly
I expensive? In this feature, we ' ll attempt to answer that question. We ' ve compiled data from event supplier rates and average industry costs to show what the real price tag of sustainability is. To add to that, we ' ve included responses from an UFI survey in 2021 – a detailed analysis of sustainability perceptions in the exhibition industry.
It’ s a huge document, so we’ ve condensed it into its key components.
Perception vs. reality: How sustainable is the exhibition industry? The report highlights a disconnect between expectations and implementation when it comes to
Fig. 1 What matters most to exhibitors?
Reducing costs 62 %
Improving visitor quality
Increasing visitor numbers
Providing financial guarantees for cancelled shows
50 %
39 %
30 %
Sustainability 12 %
Fig. 2 Sustainability was an even lower priority for exhibitors
Reducing attendance costs
38 %
In-person networking 27 %
Strict Covid-19 safety measures
26 %
Sustainability 6 % sustainability. Rating the industry’ s transition to sustainability: On a 1 to 5 scale, where 1 means " not at all effective " and 5 means " very effective," respondents globally rated the industry ' s progress at an average of 2.6 to 3.0, meaning it is perceived as " somewhat effective " at best. Regional differences: Europe and North America gave the highest ratings( around 3.0). The Middle East & Africa and Latin America rated the industry ' s sustainability efforts lower( 2.5 to 2.7). Actual sustainability efforts: 53 % of exhibitors claim they are actively taking steps to improve their sustainability, but only 9-14 % say sustainability is a major priority when choosing whether to exhibit at a trade show. What matters to exhibitors and visitors?
Fig. 3 The high price of sustainability: breaking down the costs
Category
Carpeting( standard)
Waste management
Shell scheme stand
Wooden booths
Conventional cost( per sqm)
Sustainable cost( per sqm)
Cost increase
£ 3-5 £ 6-10 100 %
£ 30-50 per tonne
£ 60-80 per tonne
60-100 %
£ 75-100 £ 100-150 30-50 %
£ 150-200 £ 250-350 40-60 %
n In Messe Frankfurt( 400,000 sqm), switching to sustainable carpeting would increase costs by at least £ 1.2m per show. n At Dubai World Trade Centre( 122,000 sqm), the extra cost would be £ 366,000 per show. n AsiaWorld-Expo( 70,000 sqm) would face an extra £ 210,000 per show for sustainable carpeting alone.
UFI’ s report made it clear that sustainability was far from a major priority. and in 2021, sustainability was a low priority for exhibitors( Fig 1) and visitors cared even less about sustainability( Fig 2)
The high price of sustainability: breaking down the costs One of the biggest challenges in making exhibitions sustainable is the financial impact of switching to eco-friendly options. The report compares standard vs. sustainable materials in key categories( Fig 3)
Who should pay for sustainability? The responsibility for funding sustainability improvements is heavily debated.( Fig 4)
The long-term payoff: Can sustainability save money? While upfront costs are high, sustainable practices may pay off over time:
• Recycling flooring materials reduces annual carpeting costs by up to 40 % over five years.
• Energy-efficient venues cut operational expenses by 10-20 % annually.
• Modular stand designs allow exhibitors to reuse materials across shows, cutting build costs by 30-50 % per year. EW
Fig. 4 Who should pay for sustainability?
Who respondents think should lead the way
Organisers 77 %
Exhibitors 53 %
Government and local authorities
Visitors should contribute
Percentage
47 %
33 %
www. exhibitionworld. co. uk Issue 2 2025 31