Sustainable Events: Not Just a Trend, but a Money-Making Opportunity

What if we stopped talking about sustainability like it’s the “right thing to do”  and started calling it for what it is: the key to a  profitable events industry that lasts for generations. 

As purchasing power shifts to climate-conscious consumer groups, such as Gen Z and Millennials, the demand for a change to the events industry's status quo is growing fast. As venues around the globe feel an increased demand from event organizers and attendees to implement sustainable event practices, venue staff have no choice but to rethink operations, procurement, and data collection methods.

Luckily, centering environmentally responsible practices can also positively impact the bottom line -- sustainable event practices can save venues 20-30% on waste management and utility costs. Plus, positioning sustainability as one of the core missions of a venue's brand can serve as a very successful customer acquisition and retention strategy. 

This isn’t about lofty, theoretical “save the planet” discussions. We’re here for the facts: can we host net-positive impact events without the hassle of paper straws that fall apart in your drink? Let’s find out.

In this month's blog post, we are getting serious about the potential for sustainable events to deliver cost savings, superb attendee experiences, and competitive advantage. Let’s learn from some of the industry’s sustainable event trailblazers: Trellis Group, the organizers of the world’s most sustainable conferences; Dubara, a circular catering pioneer; Envire, an automation platform for event-specific impact reporting; and Marriott’s world-leading Connect Responsibly program.

Can Events Even Be Sustainable?

A sustainable event is one that can be hosted (as it is designed now) for years into the future while making a net-positive impact to people, profit, and the planet. Building an event is like building a temporary city, running and powering that city, feeding thousands of people, and then tearing everything down. Dozens of industries are involved, and each is responsible for their share of carbon emissions. So, industry stakeholders have to work together to prioritize material circularity, energy efficiency, and responsible sourcing. It is a challenge, but it is possible! 

How do we get people thinking about sustainability? Well, sustainability in events is deeply tied to practical business advantages—cutting waste, reducing energy consumption, maximizing venue efficiencies, and attracting customers. If we get really good at demonstrating the business case for lower-impact events, venues and event organizers will get on board. 

Making the business case starts with collecting accurate data at scale. In order to identify carbon reduction targets, we have to understand what we are emitting now. We call this "business as usual" snapshot our carbon emissions baseline. 

How Can I Effectively Reduce Waste at My Event While Delivering a Superb Attendee Experience?

Here’s the real question: can you reduce waste and still make your event fun and engaging? The short answer is: Absolutely.

Here are a few practical examples:

• Dubara has pioneered circular catering by providing reusable service-ware and dishwashing services to events of all sizes. The results? Not only are they cutting waste, but they’re also enhancing the guest experience with service-ware that is tasteful, budget friendly, and designed with the planet in mind.
  
  
• Marriott Hotels designs event menus that have a lower carbon impact and address dietary needs, from plant-based options to gluten-free dishes, without sacrificing taste or convenience. By reducing food waste and offering inclusive options, they elevate the attendee experience.
  
  
• Trellis Group, known for organizing the world’s most sustainable conferences, integrates sustainability across every event they manage. They focus on minimizing waste through smart event design, from waste-conscious décor to waste diversion strategies. Trellis works with venues to ensure that all waste is recycled or composted and provides clear signage for guests to encourage proper disposal. By embedding sustainability into every aspect of the event, they prove that going green can increase engagement and even provide a more memorable experience for attendees.

It’s all about aligning your sustainability goals with your event’s needs. Focus on reducing what you can through material rental and reuse. And, when single-use materials are the only viable option, ask your venue if these materials can can be recycled or composted in their city/state. 

How Can We Measure Sustainability in the Context of Events?

Sustainable events require collaboration between industries of all kinds: set design, food and beverage, travel, accommodation, freight logistics, and venue energy consumption. On an SF Climate Week Panel, Isabel Heard of Envire illustrated how events can serve as a major catalyst for change: "If an event organizer requires data from all of the suppliers along their value chain, then players from some of the world's most emitting industries have to suddenly fall in line."

With Envire, venues can automatically track daily sustainability metrics like energy use, waste diversion, and water consumption at a granular level, paving the way for accurate carbon emissions measurements. This holistic, data-driven approach empowers venues to make informed decisions to infrastructure and operational processes, while providing engaging and actionable impact reporting for event organizers.

For Marriott, sustainability is embedded in every aspect of their operations, from venue design to material sourcing. And Trellis Group demonstrates that it’s possible to host the world’s most sustainable conferences through proactive communication with their venue counterparts. 

How Do I Know If I’m Actually Making a Positive Impact?

Measuring impact is essential to ensuring that your sustainability efforts are more than just good intentions—they need to be quantifiable. That’s where tools like Envire come in. By providing intelligent sustainability tracking for venues, Envire helps you gather data on key metrics like energy use, waste diversion, and water consumption. This data allows you to understand exactly how your event is impacting the environment, and where improvements can be made.

Just as Marriott’s Meeting Impact Report tracks carbon emissions across Marriott properties and offers a seamless process for purchasing carbon offsets, tools like Envire offer venues the ability to track and reduce event-specific carbon emissions in real time. This kind of transparency ensures that you not only understand the environmental footprint of your event but can also take proactive steps to minimize it.

Tracking these metrics isn’t just about internal improvements; it also signals to your attendees that you’re committed to measurable, meaningful sustainability. It shows that you’re not only talking the talk but walking the walk by using environmental impact data to drive your business decisions.

What Level of Partnership Can I Expect from a Great Venue?

A great sustainable venue is more than just a space—it’s a true partner in your event’s sustainability journey.

When looking for a venue that aligns with your sustainability goals, start by asking these key questions:

• Do they offer sustainable event services? A venue should provide resources like sustainable catering options, waste reduction strategies, and carbon offsetting programs.
  
  
• Can they track and report your event’s environmental impact? Look for venues that offer accurate event specific sustainability reporting and are ready to accommodate custom requests.

The best venues will collaborate with you throughout the planning process, providing actionable insights, tracking systems, and real solutions to help you reach your sustainability targets without compromising on the event experience.

In Conclusion

Sustainability isn’t just a buzzword; it’s a practical, cost-saving solution that can transform the way events are organized.

With the right partners—whether it’s sustainability tracking tools, circular catering systems, or venues that prioritize green practices—you can create events that are environmentally responsible, and memorable for attendees. The best part? As you implement more sustainable practices, you’re likely to see reduced costs and increased revenue.

So, next time someone asks if sustainability is worth it, remember: it’s not “just” about saving the planet. It’s about saving (and making) money, too.