Sustainable events - what does it depend on?

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The word "sustainability" is also being used more and more frequently in relation to digital event formats. However, the demand for sustainable events is not necessarily increasing in line with this.

Reasons for this include rising costs and a lack of awareness about why such events make sense and what organizers should pay attention to.

There are already some approaches to making the sustainability of events measurable. Checklists such as those from the Federal Ministry for the Environment, Nature Conservation, Nuclear Safety and Consumer Protection or Co2 calculators help event managers to pay attention to important points during the planning stage in order to organize events that are as sustainable as possible. Most are based on the three pillars of sustainability (environmental, social and economic).

Some event agencies specialize in green events and can help organizers with the organization. One of them is Honest Events.

The full-service event management agency supports companies in the planning of socially and ecologically sustainable events. Inclusion and accessibility also play an important role.

We spoke to Ann-Kathrin Brauchle (Managing Director of Honest Events) about tips for event managers and her assessment of the current situation.  

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When is an event considered sustainable and which aspects do you think are particularly important?

To classify an event as sustainable, all areas of activity in the event's value chain should be aligned accordingly. From traveling by public transport, short distances to the location, regional/seasonal catering to plastic-free materials, just to mention a few individual measures.

It is not enough to integrate sustainable aspects in the planning phase; decisions for a sustainable event must already be made when setting the objectives:

• Which event format is chosen?
• ‍Where dothe participants come from?
• Does it make sense to implement a virtual format in terms of CO2 emissions from travel to and from the event?

Of course, the message of the event must not be lost in these decisions. Throughout the entire process, it is important to three key influencing factors - budget, sustainability and benefits flow together.

If only one area is highlighted, a holistic event management is no longer possible and the essential objectives of the event cannot be achieved.

Whether virtual, hybrid or live - Accessibility, CO2 reduction (arrival and departure of participants)CO2 compensation and social responsibility should always play a role in event planning.

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In the last two years, the majority of events have taken place online or hybrid. This is also accompanied by a considerable consumption of resources by digital solutions such as event platforms and marketing sites and tools. The Shift Project has calculated, for example, that the share of digital technologies in global energy consumption will almost double between 2017 and 2025.

According to a 2018 study , some solutions such as Microsoft Azure are almost 100% more energy and CO2 efficient than local solutions.

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What role does sustainability play in the selection of event technology?

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A live streaming platform and video conferencing systems have become indispensable at business events.

While most companies are not interested in financial aspects between live and virtual, very few consider sustainability as a selection criterion.

Before the coronavirus pandemic, almost all corporate events were implemented in presence.

Nobody has asked themselves whether a meeting in person is necessary. Today we have the opportunity to choose.

What content is communicated at the event and can it not be communicated just as successfully via a virtual platform?

Nevertheless, a comparison should also be made here as to which event format is more environmentally friendly, as streaming technology is not necessarily more climate-friendly either. A generally valid statement cannot be made.

When selecting the right technology, you should try to create synergies. This means not only purchasing IT solutions related to the event, but also checking whether interfaces or cross-divisional systems can be used to create a virtual event platform can be integrated.

The majority of companies still shy away from organizing sustainable events or do not see any relevant added value in them.

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What are the main advantages of sustainable events?

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The most important advantages of sustainable events, or rather sustainable corporate management and culture, are obvious.

A company symbolizes employee welfarecontributes an essential part to environmental protection and assumes responsibility in society. Its own advantages are agile, cost-efficient and resource-conserving action.

Live marketing now also has the opportunity to take a digital and sustainable approach. Where previously the saying "more is more" applied, now quality before quantity should stand.

A few events a year, but with a positive effect on people and the environment, targeted content and quality, lead to long-term prospects for a company.

Events have become significantly more expensive due to the current global challenges, inflation and the shortage of skilled workers. Depending on the event/trade fair format and size, almost twice as much budget will need to be made available in 2022 than in 2019.

This is what the Rifel Institute found out in a recent study on cost trends.

How can you organize sustainable events cost-effectively?

An early planning allows, for example, cheaper rates for train tickets. Framework agreements such as the event ticket can also be used and planned in good time.

Another option is to work together with small and regional providers and, if necessary, consider sponsorship opportunities.

Many local companies are interested in sustainable event concepts and corresponding sponsorship creates benefits on both sides.

A thoughtful use of resources automatically leads to savings. Dispensing with printed materials or expensive give-aways, as well as the use of reusable components for follow-up events are examples of this.

Sustainability and equality are already part of the UN Sustainable Development Goals, which are to be implemented by 2030.

What role will sustainability and inclusion play in the future and what will events look like in 5 years' time?

The crises of recent months and years have shown us that sustainable action is not an option, but an obligation.

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Events and, above all, corporate events should be made possible for all people without barriers. Protection against infection, safety at events, transparent and considered use of resources lead to lasting experiences for all participants.

In the future, the boundaries between live and virtual, as well as online and offline, will disappear more and more. An event will become more adaptable and be able to react more flexibly to changing circumstances in the various organizational phases - clear communication and transparency with all those involved in the event is important here.

About the expert:

Ann-Kathrin Brauchle studied tourism and transportation at Worms University of Applied Sciences and entered the travel and event industry after completing her studies. She has been managing partner of the event agency HONEST in Ulm since 2020.

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Other interesting articles:

Time zone settings for virtual events

How professional livestreaming works

The future of events: Hybrid Events

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