Embracing the Mindset of Event Sustainability
When it comes to event sustainability, no action is too small. Whether you are just starting on the sustainability journey, already building sustainability as a line item into your budgets, donating food, or even measuring emissions to report for your organization’s Science Based Targets Initiatives, all sustainable practices make an impact and help the planet.
At M&IW, we have embraced the mindset of sustainability both for internal operations and for the events and incentive programs we manage. In fact, we recently received a Bronze Medal for our EcoVadis Sustainability Rating. But as our Sustainability Champion, Donna Collins, says, “We’re not stopping here. There’s always room for improvement.”
At the 2024 M&IW Summit, Donna hosted a breakout session exploring ways to improve or introduce sustainable practices in events. She was joined by three customer panelists, each exploring a different lens of sustainability: corporate, strategic, and logistical.
The Mindset of Sustainability: Corporate Lens
Amy Falahat, MBA, Associate Director, Oncology Communications Strategy Lead at Merck, started the session by looking at event sustainability through the corporate lens.
“As a global healthcare company, Merck recognizes the importance of environmental sustainability,” said Amy, “and has made it a priority in its operations.” This means Merck already has existing guidelines around corporate responsibility and sustainable development. When planning events, decisions around sustainability are made in accordance with the corporate guidelines.
To maximize impact, Merck’s efforts are primarily directed at three key areas: climate protection, renewable energy, and water conservation.
Climate Protection
Merck is committed to reducing its greenhouse gas emissions and energy consumption. The company aims to achieve carbon neutrality by 2040 and has set science-based targets to guide its efforts.
Ways to protect the climate during events include choosing destinations local to attendees; sourcing venues with sustainability certifications such as LEED, Green Key, or WELL; and tracking your travel and energy emissions so they can be offset post-event.
Renewable Energy
Merck is actively working to increase the use of renewable energy sources in its operations. The company has set a target to source 100% renewable electricity for its global operations by 2025.
At events, this requires sourcing venues and hotels that use renewable energy sources, but don’t forget your other vendors. Choosing suppliers that also prioritize renewable energy lessens your event’s environmental footprint.
Water Conservation
Merck recognizes the significance of water conservation and aims to minimize its water consumption. The company implements various measures to reduce water usage, improve water efficiency, and manage wastewater responsibly.
Many events have stopped providing single-use water bottles or tableside water service. Instead, encourage attendees to bring their own reusable bottles and provide refill stations throughout the space. Also, vegan and vegetarian menu options use less water during production compared to meat.
The Mindset of Sustainability: Strategic Lens
Lori Trapp, Manager of Events Intake/Scale & Governance at Intel Corporation, continued the session with the strategic lens of event sustainability. Like Amy, she first recommended aligning event sustainability goals to company goals, then providing multiple ways to meet those goals and providing the data to support your initiatives.
Align Event and Company Sustainable Goals
When you define event actions that align to your corporate sustainability goals, “you’ll get stronger support from leadership, including budgetary backing,” said Lori.
The alignment of goals doesn’t only pertain to your own organization; it should also apply to your event partners. Start event planning by sourcing suppliers and venues that have the tools and targets in place to support your initiatives. Partners who already share your commitment to sustainability will be invaluable when finalizing tactical elements like F&B operations, content delivery, and more.
Build an Event Sustainability Playbook
For ease of adoption, “build a playbook that allows event stakeholders flexibility and options in how they incorporate sustainability into their event plan,” said Lori. Your playbook should be mapped against those company goals and include different levels of actions. Levels range from the more complex and costly initiatives that require a longer lead time and more funding to the “low-hanging-fruit” like food waste reduction/donation, carbon offsets, and elimination of single-use items and swag.
Not all sustainability activities fit all events, but you can always find some action that fits the event needs if you provide enough options.
Don’t Forget the Data
“Don’t undertake any sustainability initiative that you or the supplier cannot verify or provide data on,” said Lori. Whatever KPI targets you set for your event, don’t forget to include your sustainability initiatives so you can report on those results. Today’s leadership doesn’t want a story without the numbers, so your data is crucial to securing greater support for future events.
The Mindset of Sustainability: Logistical Lens
Catrina Sneva, Sneva, Senior Specialist, US Oncology Integrated Communications and Execution Strategist at Merck, shared the third and final lens: logistics. Setting event sustainability goals is one thing, but how do you actually achieve them? Catrina shared five recommendations for turning ideas into reality.
Seek and Find
Look for partners that are committed to both sustainability and DEIB goals. “We seek out partners that are as committed as we are or are willing to meet us where we are,” said Catrina. “That sometimes means we are responsible for mentoring.”
Level Up
By leveraging technology, we can reduce the environmental footprint of events. This can include everything from using technology to track emissions to sharing the agenda in a mobile app instead of printing it. Sometimes the tech itself can be more sustainable. For example, production elements should include LED fiber and digital technologies when possible.
Be a Steward
When sourcing meeting materials, ask yourself where you can use the 4 Rs: refuse, reuse, reduce, and recycle. Catrina provided actionable examples of each:
- Refuse: eliminate single-use plastics
- Reuse: reuse signage and reallocate décor and other materials throughout the event
- Reduce: purchase sustainable or post-recycled products
- Recycle: find a supplier partner to help you recycle name badges, lanyards, and other soft goods not handled by local municipalities
Eat and Drink
“We endeavor to eliminate food waste, but sometimes the best we can do is reduce,” said Catrina. Use locally sourced, seasonal, and organic menu items, and donate unused food to a local nonprofit. Any food that can’t be donated should be composted instead of thrown out.
Tell the Story
Communicate your sustainability goals with attendees. Not only does this help with accountability, but it also increases awareness and gives attendees the opportunity to contribute to your efforts. Create excitement and share your sustainability plans in pre-event communications, then provide an update onstage during the event before sharing the final outcomes in post-event communications.
Go Green with Your Events
Donna and M&IW’s other sustainability experts are ready to help make your events more environmentally friendly. Whether you’re looking for best practices for just one event or your entire M&E program, we’re here to help. Contact us to learn more. Already an M&IW customer? Contact your Customer Success Manager.
Interested in joining the M&IW team? View our open positions.
Contributors
Donna Collins
Sustainability Champion
Meetings & Incentives Worldwide, Inc.
Amy Falahat, MBA
Associate Director, Oncology Communications Strategy Lead
Merck
Lori Trapp
Manager, Events Intake/Scale & Governance
Intel Corporation
Catrina Sneva
Senior Specialist, US Oncology Integrated Communications and Execution Strategist
Merck