Sustainable Event Solutions: Industry Leaders Share Insights and Progress
Back in 2021, I wrote an article reflecting on the impact of the pandemic on event planning practices, titled, Will the Pandemic Help End Build & Burn Event Planning. The average trade show attendee generates 4.5 pounds of waste per day, which is higher than the average American. An estimated 60% of the materials used in trade show displays end up in a landfill. Shipping and transporting exhibits to and from shows generates significant greenhouse gas emissions. Since then, I have had many opportunities to follow my passion for driving the exhibit industry and the live event sector towards proactive sustainability efforts. Now, I am pleased to share that significant progress has been made in the US and Europe, although Asia still has not addressed the “build and burn” issue. Together, we have taken crucial steps towards a more sustainable future, but there is still a considerable distance to cover.
Recently, I have asked several respected industry leaders for their comments on this subject. Mercedes Hunt PhD, Director of Energy and Sustainability Director of Energy and Sustainability at Marriott International, did not hold back and agreed that we are gaining traction but still need to do more. “I think we are making progress... but not enough. We know that more event planners care about sustainability. Waste is usually the #1 focus at the beginning of a sustainability journey. But education on reduce, reuse, and recycle has been minimal for event planners working in the exhibit space. For instance, many venues will require event planners to purchase roll off trash containers for the event they host. In cases when an event planner is responsible for acquiring bins, short-term pick-up options offered rarely include both recycling and landfill... especially in terms of "construction waste" which is really where exhibits lie.” Mercedes concludes, “At the end of the day, more work can be done. Exhibits can be redesigned with a reduced or reuse mindset. The industry needs to get more creative around reuse options. AND in cases where infrastructure exists, more should be donated or recycled. Landfill and incineration should be seen as the very last solution not the default because it's cheap-and-easy. But this also requires that international venues and haulers join collaborative conversations with exhibition organizers to rethink systems.”
Two organizations that I have been closely involved with for some time now are MUSE (Members United for Sustainable Events) as an Advisor and the EDPA as a Sustainability Committee member. I am proud to report that both groups are making great progress in achieving sustainable solutions for the live event industry which addresses many of Mercedes Hunt’s concerns.
Michele Fox, President and Founder of MUSE, has been at the forefront of sustainability efforts. Under her leadership, MUSE has amassed a significant membership base and established a directory of 700+ sustainable vendors for event planners. The organization hosts virtual monthly meetups featuring esteemed guest speakers like Neel Vasavada, Founder and CEO of Overdrive Energy Solutions. Neel's company is known for providing solar-powered generators for renowned touring musicians, and festivals, including those headlined by Willie Nelson and Billie Eilish. Michele stated, “I founded MUSE to educate, inspire and build a community around sustainable event management for both planners and suppliers. Understanding how to incorporate sustainable initiatives in events, meetings and tradeshows will help you better serve your existing clients and attract new clientele. Plus, our monthly online Member Meetings are fun!"
As an active member of the EDPA Sustainability Committee, led by Jim Obermeyer, I proposed last year that our industry needed to be more proactive in setting standards for all exhibit houses. By the year 2035, it is essential to have these standards firmly in place as they design and fabricate exhibits. Some companies, like my own Genesis Exhibits, have been producing sustainable exhibits in partnership with Classic Exhibits Eco Smart exhibit systems and others for years. While pricing had been a roadblock, costs are now lower, making sustainability more accessible. However, it appears that some clients' marketing teams still do not prioritize sustainability, for various reasons. My goal is to drive the entire industry towards sustainable exhibit production. I am delighted to share my proposal successfully passed! I am thrilled to have Glenn Hansen, CEO and founder of Reduce 2, on board to partner with our devoted committee members. Together, we have developed a comprehensive set of standards for the industry to adhere to. This achievement is the result of approximately 9 months of collaborative effort, and I am proud to announce that the standards were officially released in June 2024. The document, Guidance for Sustainable Exhibition Stand Construction is a huge step forward in guiding the exhibit builders to be more sustainable.
The nice thing about the EDPA Sustainability Committee’s set of standards is that not only was this a team effort within our committee, but Dasher Lowe Executive Director of the EDPA was able to partner with Julie Kagy, Executive Director of the ESCA, Exhibition Services & Contractors Association, and the EIC (Events Industry Council) to present this as a joint effort. Julie stated, “Our industry has demonstrated remarkable resilience and adaptability in the face of the pandemic. The strides we’ve made in sustainability, driven by collaborative efforts across EDPA and ESCA, are a testament to our commitment to a greener future. These initiatives are not just beneficial for the environment but also for the long-term sustainability of our industry.” Glenn Hansen adds, “The EDPA and ESCA's Guidance for Sustainable Exhibition Stand Construction offers exhibitors a comprehensive roadmap to integrate sustainability into their practices. From enhancing brand reputation and achieving cost savings to gaining a competitive edge and making a positive environmental impact, the benefits of adopting these guidelines are manifold. By embracing this guidance, exhibitors not only contribute to a more sustainable industry but also position themselves as leaders in the global movement towards environmental responsibility.”
This needs to also spread internationally to be more effective just like the work of Ben Wielgus, Head of Sustainability for Informa in London, is doing. His Better Stands program in Europe offers innovative solutions to move away from build-and-burns. For years, exhibit houses in the US have offered rental hardware solutions for clients who may only have one big show a year, to save them money on purchasing hardware and having to pay for storage. Initially, this was not offered as a sustainable solution but more of an economic one. But it also makes total, sustainable sense and I am happy to see Ben’s Better Stands program is taking off in the U.S. as well as Europe. Their position, “Better Stands is a program which aims to reduce single use disposable stands at exhibitions in favor of reusable structures”.
While exhibit suppliers are joining in now to offer clients sustainability options, there is still a need for the exhibitor to support the shift from their end. Respected industry veteran Glenda Brungardt, CTSM and recently retired Global Event Manager at HP, is still very active in her work with the Exhibitor Advocate to help educate the exhibitor. She was also kind enough to accept my invitation to join our EDPA Sustainability Committee as the voice of the exhibitor and having a seat at the table. Glenda stated, “Sustainability is no longer just a trend or a buzzword. Exhibitors are eager for education and knowledge on how to become more sustainable but often struggle with where to start. The challenge lies in the overwhelming focus on the supply side and the complex, time-consuming nature of measuring sustainability. Exhibitors are already stretched thin with budgets and resources, and event costs have surged by over 20% since the pandemic. If we, as an industry, don't simplify the process for exhibitors to implement sustainable changes, we will continue to face an uphill battle.” Additionally, “Behavior can change without always incurring extra costs. We need to educate exhibitors that measuring progress doesn't always require complex calculations. By adjusting their planning processes and choices in suppliers, they can achieve their sustainability objectives more effectively.”
Jason Popp, President and CEO of Moss and fellow EDPA Sustainability committee member, agrees with me that we are going in the right direction. “Since re-opening post-COVID, there seems to be a groundswell of activity across the industry including our associations, exhibit houses, and supply base. There’s always more to do and we’ll never be able to claim, ‘mission accomplished’. But the momentum, attention and commitment of resources is much stronger now than before the pandemic.”
Last year Marco Barozzi, Trade Show Marketing Coach at Expo Consulting in Italy, wrote in his article, Embracing Sustainability: The Key to Future Success in Trade Shows and Events, “Sustainability is no longer an option but a necessity for trade shows and events. By embracing sustainable practices, the industry can reduce its environmental impact, promote social responsibility, and unlock economic opportunities. It is crucial for all stakeholders, including organizers, venues, exhibitors, attendees, and service providers, to recognize the importance of sustainability and work together to create greener, more inclusive, and impactful trade shows and events.”
To wrap this up, both education and action are essential on the part of everyone involved. Suppliers, exhibitors, and event planners all play a crucial role in making events more sustainable. We must continue moving in a positive direction. Are your current exhibit partners offering sustainable solutions? It's time to start the conversation, let's make a difference together.
