The business events industry is at a pivotal moment where sustainability is no longer optional—it’s essential. Today’s event organisers are rethinking every aspect of event design to integrate environmental responsibility and social impact in meaningful ways. From reducing carbon footprints to promoting inclusivity, these efforts are not only meeting rising stakeholder expectations but also enriching the attendee experience.
In this EIC Centre for Sustainability and Social Impact webinar, we spotlight real-world examples from industry leaders who are redefining what it means to create purpose-driven, sustainable events.
Each of the panelists represent an organization that received the IMEX-EIC Innovation in Sustainability Award. They included:
- Virginie De Visscher, Executive Director, Business Events, Destination Canada
- Sarah Hernandez Jackson, Senior Executive Event Producer and US Sustainability Lead, George P. Johnson Experience Marketing
- WeeMin Ong, CMP, CEM, Vice President, Vice President, Sales and MICE, Marina Bay Sands
- Moderator: Stephanie Jones, CAE, CMP Fellow, SEPC, Managing Director, Event Strategy, Water Environment Federation
Their stories offer a roadmap for those looking to embark on or enhance their own sustainability journey, starting with these three key insights:
- Start Small, Dream Big
- Collaboration as the Key to Success
- Measuring Impact and Telling the Story
Starting Small, Dreaming Big
One clear message emerged from the panelists: don’t let the scope of sustainability overwhelm you. Sarah Jackson of George P. Johnson, whose work on Workday Rising earned an IMEX-EIC Innovation in Sustainability Award, emphasised the importance of incremental progress:
“We’ve been focusing on sustainability for the last five to eight years to really help us reduce our overall impact. A little change on a 10,000 person program yields a big difference.”
This sentiment was echoed by Weeman Ong of Marina Bay Sands, who advised: “Start small, build on that success, and then scale.”
Collaboration as the Key to Success
Virginia DeFischer of Destination Canada highlighted a crucial paradigm shift: “Sustainability is not a competitive advantage, but a collaborative advantage.” This collaborative spirit was evident in how each panelist approached their sustainability initiatives:
- Destination Canada developed a national sustainability plan engaging over 16 destinations across the country.
- George P. Johnson partnered closely with Workday to align event sustainability with corporate values.
- Marina Bay Sands worked with trade show organizers to dramatically reduce carbon footprints.
Measuring Impact and Telling the Story
As the saying goes, “What gets measured, gets managed.” The panelists stressed the importance of benchmarking and reporting on sustainability efforts. This data not only guides future improvements but also serves as a powerful storytelling tool.
The Road Ahead
While the journey toward truly sustainable events is ongoing, these industry leaders have shown that significant progress is possible with commitment, creativity, and collaboration. As Amy Calvert, CEO of EIC, noted:
“We all have the power to lead from where we are and do important work to help move us in the right direction.”
For those looking to start or enhance their sustainability efforts, the panelists recommended leveraging existing resources like the EIC Sustainable Event Standards and the Sustainable Event Professional Certificate (SEPC) program. These tools provide a roadmap for implementing sustainable practices and measuring impact.
The message is clear: sustainability in events is no longer a nice-to-have, but a must-have. By learning from these pioneers and taking that crucial first step, event organisers can play a vital role in creating a more sustainable future for the industry and the planet.