Making Sustainability Matter in Every Event & Experience

The events industry is full of amazing problem solvers - we take creative and complex challenges and turn them into something spectacular. But one challenge that is currently out of reach is a 100% environmentally sustainable in person live event.

Yes, there are ways to offset carbon emissions, but this is not a true solution and should be a last resort. The primary focus should be to avoid or reduce carbon emissions in the first place.

If you share my passion for creating a more environmentally sustainable industry, I suggest looking at the recent Massive Attack & Act 1.5 festival held in Clifton. When I first heard about this event, I was initially concerned it would be yet another 'greenwashing' exercise. However, the innovation and drive to challenge the norm are to be admired and there are numerous lessons to be learnt, and aspects that can be implemented by the wider events industry.

Working in collaboration with scientists from the Tyndall Centre for Climate Change Research, they implemented several innovative solutions to set a new standard for a decarbonised live-music event which included:

• Offering priority early ticket access to local residents
• Free electric shuttle busses from the two main train stations
• Removing the carpark and encouraged the audience to utilise public transport with special incentives
• Worked with train companies for an extended late night train schedule
• Providing only plant-based food outlets
• Powering the concert and wider site from renewable energy charged batteries which were transported around the site using electric trucks, removing the reliance of diesel generators
• Using LED stage lighting
• Providing compost only toilets

"Sustainability in events is not just a responsibility; it’s an opportunity to innovate and lead by example."

With some reports stating that on an event of this scale up to 80% of the emissions are generated by audience travel these solutions are a positive step in the right direction.

For me, the key takeaway from this event is the importance of research, collaboration and a passion to achieve success. There must be a top-down drive to deliver your goals; not a sense of obligation to tick a box, but with genuine intent to make a difference.

An honest reflection of the wider events industry

I have been in the events and live experiences industry for over 25 years and have experienced both extreme levels of waste and a general avoidance of sustainable thinking. In the past I have been guilty of this myself.

I have seen many high waste scenic constructions designed and built, when with some simple adjustments in size or finishes these constructions could have been built from stock elements. On reflection small changes would have had little to no effect on the overall experience of the event, and actually reduced costs.

“There must be a top-down drive to achieve your goals; not a sense of obligation to tick a box, but with genuine intent to make a difference.”

There is no doubt that the audience experience and cost management come higher up the agenda and brands are not always open to compromising on experience to deliver a level of sustainability. However, if sustainability is delivered correctly, they don’t have to, and it comes with the benefit being able to deliver a powerful message.

So why is going green with your events the smart move as well as being the right move?

1. It’s good for the planet: Sustainable events cut down on waste, lower carbon footprints, and save resources, letting your business play a part in tackling climate change.
2. It’s good for your budget: Going green can lead to cost savings over time. Think reusable materials, energy-efficient choices, and local supplies—they might cost a bit upfront, but they pay off in the long-term.
3. It’s great for your brand: Sustainability, delivered with altruism and consistency, earns you respect and loyalty from clients, employees, and stakeholders. Plus, standing out as authentically eco-friendly can give your brand an edge in the market.

How do you pull off a sustainable event?

It’s more than just cutting down on waste—it’s about making sure every part of your event is eco-friendly. Here’s how:

1. Set clear goals early: Kick-off your event planning by aiming to minimise environmental impact. Look at every detail and explore greener alternatives.
2. Take the lead in the creative phase: Your creative brief needs to outline the sustainability goals of the project and designers need to learn to work with reusable stock items and sustainable materials rather than custom high waste construction.
3. Team up with suppliers: Make sure your suppliers are on the same page when it comes to sustainability. Working together is the key to success – give them the time to think sustainably.
4. Invest in reusable stuff: Yes, sustainable materials might cost more upfront, but they save money over time. Focus on things you can reuse and materials that don’t end up as waste.
5. Choose eco-friendly materials: When building out event spaces, pick sustainable options. They might be pricier, but the environmental and reputation boost is worth it.
6. Cut down on energy use: Pick venues with green energy sources and efficient cooling systems. Go for LED lighting and consider biofuel generators instead of traditional ones.
7. Rethink the menu: Offer less or no meat and highlight sustainably sourced foods. It’s good for the planet and encourages healthier, ethical eating.
8. Plan to avoid last-minute rushes: Thorough planning prevents those last-minute decisions that might not be so eco-friendly. Give yourself time to make sustainable choices.
9. Reflect and improve: After the event, evaluate how effective you were in achieving your sustainability goals. Figure out what worked, what didn’t, and how to do even better next time.
10. Share your wins: Don’t be shy - celebrate your sustainability successes. Let clients and stakeholders know how you made a difference. It’s good for your brand and encourages others to follow your lead.

Sustainability in events is not just a responsibility; it’s an opportunity to innovate and lead by example. By implementing sustainable practices, we can create events that are not only memorable but also make a lasting positive impact on the environment. As the world continues to take sustainability more seriously, those who lead the charge in eco-friendly events will stand out as industry leaders, be respected by clients, and admired by peers.

And finally, even if the events you create are not large music concerts or festivals then I suggest checking out the Tyndall Centre’s roadmap as there are many solutions that can be implemented on any live event - https://tyndall.ac.uk/news/massive-attack-publish-tyndall-centre-climate-change-live-music-roadmap/

So, shift the topic up the agenda, break every element down into manageable pieces and always ask if there is a better way. There usually is.