Sustainability used to be a line in the marketing deck. Today, it’s the question sponsors ask first, the requirement venues bake into contracts, and the standard visitors silently expect.
But “net zero” has become the new buzzword. Everyone promises it, few define it, and fewer still deliver it. The truth is: net zero is not an end point. It’s a starting line. The real question is what happens beyond net zero.
The credibility gap
Audiences are sceptical. They’ve seen too many “eco” claims that collapse under scrutiny. If your sustainability story sounds like a press release, people will assume it is one.
Pro tip: Don’t just announce initiatives - publish the numbers. Tonnes recycled. Kilowatts saved. Miles of carpet reused. Numbers cut through noise.
➡️ Did you know? We’re signed up to the Net Zero Carbon Events pledge and publish a transparent roadmap for reductions, not just promises.
Impact is collective
An individual exhibitor can recycle a stand. An organiser can switch to LED lights. But the real gains come when thousands of choices are aligned. Collective action multiplies impact.
Pro tip: Use suppliers to set the standard – recyclable graphics, recyclable flooring and reusable booth options are the default for some. Defaults drive behaviour.
➡️ Did you know? We design services to scale sustainability across entire shows, not just single stands.
Beyond offsetting
Planting trees is nice. But planting trees while sending thousands of tonnes of waste to landfill is hypocrisy. Net zero has to be achieved by reducing emissions and waste at source, not just offsetting guilt.
Pro tip: Look at your biggest sources of waste - floor coverings, graphics, shipping - and prioritise reductions there.
➡️ Did you know? We integrate recycling and re-use into logistics, flooring, graphics, and stand builds as standard.
Legacy matters
Sustainability is no longer judged only by what happens during show week. Cities, venues, and communities expect events to leave a positive footprint. Jobs created, waste reduced, materials reused locally.
Pro tip: Partner with venues and suppliers on long-term schemes - recycling graphics into local projects, for example. Sustainability that benefits communities is harder to dismiss as greenwash.
➡️ Did you know? We align event delivery with ISO20121 and ESSA tier 5 certification, in addition to supplying booths rated to Better Stands Gold standard - focusing on positive legacies as well as reduced impacts.
Sustainability isn’t a side project. It’s the foundation of credibility in today’s events industry. Net zero is just the start. The real opportunity - and responsibility - lies beyond.
👉 If you want sustainability that’s measurable, scalable, and credible, talk to us.