The global business events industry has no shortage of ambition when it comes to sustainability. Organisations across the sector are working to reduce environmental impact while creating positive social and economic value.
What the industry has needed is a shared way to translate those ambitions into practical decisions across the event lifecycle. That is what inspired the creation of the Sustainable Event Goals (SEGs).
Launched at IMEX Frankfurt 2026, the SEGs provide an industry-aligned framework designed to help organisers, suppliers, destinations and partners embed sustainability into everyday event decisions. Now, following their development through a global, cross-sector collaboration, the Events Industry Council (EIC) is advancing the next phase: helping move the SEGs from ambition to action.
A Practical Framework for Action
The SEGs comprise 13 interlinked goals designed to minimise negative environmental and social impacts while promoting positive economic outcomes. They translate the United Nations Sustainable Development Goals into clear, event-specific priorities for the business events ecosystem.
The SEGs are not a certification or a replacement for existing frameworks. Instead, they provide a shared language and point of reference that can help organisations understand where to focus their efforts and connect sustainability priorities to the decisions they make throughout an event.
For an industry operating across diverse markets, sectors and stakeholder expectations, this common structure provides greater clarity and an opportunity to build alignment.
“The introduction of the Sustainable Event Goals represents an important step forward for our industry,” said Amy Calvert, President and CEO of the Events Industry Council. “For many years, organisations have been navigating a complex landscape of frameworks and expectations. The SEGs provide a shared foundation, one that helps translate global sustainability priorities into practical, everyday decisions, while aligning with established standards and practices.”
Why the SEGs Matter Now
While sustainability commitments across the business events industry continue to grow, alignment and implementation remain inconsistent. Sustainability can still be treated as an additional consideration rather than an integral part of event strategy and planning.
The SEGs are designed to help change that by connecting sustainability priorities to the decisions where impact is created, from travel and logistics, venue selection and food and beverage to supplier engagement, accessibility and community impact.
This need for practical implementation is reflected in EIC’s broader research. The Futures Landscape Report 2025 identified ESG and climate risk among the key forces shaping the future of the global business events industry, with respondents highlighting the need for greater collaboration, common language and tools that make sustainable development easier to implement.
A Balanced Approach to Sustainability
The SEGs are structured around three interdependent pillars: Environmental, Social and Economic Governance.
The Environmental pillar focuses on reducing the ecological footprint of events through areas such as energy use, travel, food and resource management. The Social pillar addresses inclusivity, wellbeing, collaboration and community engagement. The Economic Governance pillar emphasises local impact, transparency, partnerships and innovation.
Together, these pillars recognise that sustainability cannot be addressed through environmental action alone. The choices made in designing and delivering an event have interconnected implications for people, communities, economies and the planet.
Built Through Industry Collaboration
The SEGs were developed following Destination Canada’s Business Events Sustainability Roundtable in Montréal in April 2025, where industry leaders identified the need for greater alignment and practical implementation.
The framework grew from a global, volunteer-led, cross-sector collaboration and is endorsed by organisations including Destination Canada, PCMA, Convene 4 Climate, EIC, Kenes Group and Amex GBT Meetings & Events.
That collaborative foundation is important. The SEGs are intended to be neutral, globally relevant and widely adoptable, creating a shared framework that organisations can use regardless of their sector, geography, size or stage of their sustainability journey.
From Ambition to Action
With the Sustainable Event Goals now established through this global collaboration, the focus shifts from framework development to implementation.
As part of the EIC Centre for Sustainability and Social Impact, EIC is now advancing the next phase of this work, translating the SEGs into practical tools, resources and pathways that help organisations embed sustainability into everyday decision-making.
Working alongside industry partners and the founding partners, EIC will develop implementation guidance and connect the SEGs with existing industry initiatives, including the EIC Sustainable Event Standards (SES). The SEGs will serve as a catalyst for action, while the Sustainable Event Standards provide an established framework for organisations to implement, measure and demonstrate sustainable practices. EIC’s Sustainable Event Standards already provide guidance and metrics across areas including climate action, water management, materials and circularity, supply chain management, DEI, accessibility and social impact.
The goal is not to create another layer of complexity. It is to create clearer pathways that connect awareness, action, measurement and certification, enabling organisations of every size and sector to move from aspiration towards measurable, scalable impact.
