Editor’s Note: This article continues the Events Industry Council’s ongoing Futures Landscape Series, exploring the macro forces shaping the global business events industry, as identified in EIC’s 2025 Futures Landscape Study. Each month, we spotlight one of the 12 key forces influencing the sector’s evolution, drawing on insights from EIC Members, Strategic Partners, Volunteer Leaders, CMP Fellows and other voices shaping the future. This month, we focus on Environmental, Social and Governance (ESG).
From Expectation to Imperative
Across industries, ESG has moved decisively from aspiration to expectation — and the global business events sector is no exception. Once viewed primarily through the lens of environmental sustainability, ESG now encompasses a broader responsibility: how organisations govern themselves, treat people, manage risk, and contribute to long-term societal value.
The Futures Landscape Study 2025 identifies ESG as one of the most complex and consequential forces shaping the future of business events. Nearly 60% of respondents said ESG is either very or extremely important to the industry’s future, yet many organisations continue to struggle with consistent implementation, measurement and communication.
“Stakeholders are no longer asking if we care about ESG — they’re asking how we demonstrate it,” said a senior executive from Latin America. “Values without action no longer carry credibility.”
ESG and the Events Ecosystem: A Systems Challenge
Unlike sectors with contained operations, the events industry sits at the intersection of people, place, supply chains and communities. Every event activates a complex ecosystem of venues, destinations, suppliers, travel networks and local stakeholders — making ESG both more challenging and more impactful.
According to the study, ESG considerations increasingly influence:
- Venue and destination selection
- Supplier sourcing and RFP criteria
- Event format and scale decisions
- Waste, energy and materials management
- Community engagement and legacy planning
At the same time, ESG expectations vary widely by region, shaped by regulatory environments, cultural norms and economic realities. “Global consistency is difficult,” noted an education-sector leader in Europe, “but that doesn’t excuse inaction. It demands clearer frameworks and shared language.”
From Shareholder Value to Stakeholder Value
A defining shift highlighted in the research is the move from short-term, shareholder-led decision-making toward a stakeholder value mindset — one that recognises long-term resilience as inseparable from environmental stewardship, social responsibility and strong governance.
Event professionals report growing pressure from attendees, clients and sponsors to demonstrate alignment with ESG values. Nearly all respondents agreed that social responsibility will be an integral part of future events, yet many cited difficulty translating impact into metrics that resonate with finance teams and executive leadership.
“The challenge isn’t intent,” said an association leader in North America. “It’s quantification. How do we credibly measure social and environmental impact alongside financial performance?”
Governance, Standards and Credibility
Governance — often the least visible pillar of ESG — is emerging as a critical differentiator. Rapid growth in ESG-related regulations, reporting requirements and disclosure expectations has raised the stakes for transparency and accountability across the events value chain.
The Futures Landscape Study highlights growing demand for clear, consistent standards that help organisations move from intention to implementation. In response, EIC has played a leadership role through the development of its Sustainable Event Standards, which provide a globally recognised framework for integrating sustainability across the full event lifecycle — from strategy and procurement to delivery and measurement.
Aligned with international best practices and the UN Sustainable Development Goals, the standards help organisations cut through fragmented guidance and embed ESG principles into governance, risk management and operational decision-making.
“Without standards, ESG becomes subjective,” observed a business services CEO. “With them, it becomes credible, comparable and actionable.”
Building ESG Capability Through Professional Education
Alongside standards, the study underscores the importance of skills development in advancing ESG maturity across the industry. As sustainability expectations rise, organisations need professionals who can translate policy, data and values into practical action.
EIC’s Sustainable Event Professional Certificate addresses this gap by equipping event professionals with the knowledge and tools needed to design, manage and evaluate sustainable events in real-world environments. The programme supports consistent application of ESG principles across regions, roles and event formats — reinforcing that sustainability is not a specialist function, but a core professional competency.
“ESG progress depends on people,” noted a respondent from Europe. “When professionals understand the ‘why’ and the ‘how’, sustainable decision-making becomes part of everyday practice.”
ESG as Risk Mitigation — and Opportunity
While ESG is often framed as a moral or reputational issue, the research underscores its role as a risk management and growth strategy. Respondents linked ESG integration to:
- Stronger brand reputation and client loyalty
- Improved employee engagement and retention
- Reduced exposure to regulatory, climate and reputational risk
- Greater long-term financial resilience
Conversely, ignoring ESG carries tangible consequences. “The cost of inaction is rising,” said a senior leader in Europe. “Financial, legal and reputational risks are no longer theoretical.”
The Next Five Years: From Alignment to Action
Looking ahead, the Futures Landscape Study 2025 suggests the industry is at an inflection point. While alignment on ESG’s importance is strong, progress will depend on moving from fragmented efforts to integrated strategies supported by common standards and shared capability.
Key priorities for the next five years include:
- Embedding ESG across the entire event lifecycle, guided by recognised standards
- Strengthening measurement and reporting frameworks that link ESG to outcomes
- Aligning suppliers and partners around shared sustainability expectations
- Expanding professional education and certification to build ESG fluency at scale
Regulatory pressure and stakeholder scrutiny will continue to increase — but so too will opportunities for leadership.
Redefining Value Through ESG
Ultimately, ESG challenges the business events industry to redefine what success looks like. Not just attendance numbers or economic impact — but how events contribute to people, communities and the planet over time.
By advancing global standards and investing in professional education, EIC is helping the industry move beyond ambition toward accountability and action.
As one executive from Latin America reflected: “Events are moments in time, but their impact is lasting. ESG helps ensure that impact is positive.”
