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It used to be that companies appeared to pay only lip service to sustainability. That has changed. Today, many companies want to serve not just their shareholders but also their communities. For them, it is not simply a corporate buzzword, as they have programs and measures in place and are looking for technologies, expertise and knowledge to accomplish those goals and ensure that everyone up and down the corporate chain of command is committed to the cause.

In the meetings industry, for professional corporate planners, the concept of sustainability within meetings includes efforts that lessen the impact of a gathering on the environment; for others, it means enhancing a meeting program’s digital footprint.

In her role as founder and meeting strategist for Strategic Meetings International and special events and meeting planner for Seafood Nutrition Partnership, a Virginia-based company that builds awareness of the nutritional benefits of seafood, Sandy Yi-Davis, MBA, CMP, DES, focuses on the sustainability aspect of the corporate meetings and events she plans for the organization.

As Yi-Davis explains, in today’s meetings and events landscape, a prominent focus lies on waste reduction and carbon offset initiatives. Event organizers are increasingly adopting comprehensive strategies to minimize waste generation throughout the event lifecycle, from sourcing sustainable materials to implementing recycling and composting programs, and digitizing event materials.

“Carbon offset programs have gained traction to counteract the carbon emissions associated with events to encompassing travel, food and beverage choices, and the use of reusable signage,” Yi-Davis says. “By prioritizing waste reduction and carbon offsetting, meetings and events are not only minimizing their environmental impact but also actively contributing to a more sustainable and eco-conscious future.”

Indeed, companies and organizations like the Seafood Nutrition Partnership are recognizing that social responsibilities are driving them to prioritize sustainability. As Yi-Davis points out, it is their duty to minimize environmental impacts and promote ethical practices.

“There is keen awareness of the profound influence sustainability has on an organization’s brand reputation, as environmentally conscious consumers and stakeholders increasingly seek to align themselves with entities that uphold responsible values,” Yi-Davis says. “Additionally, cost savings emerge as a practical incentive, as sustainable practices often lead to reduced expenditures on energy, waste management and other resources.” Simultaneously, the industry acknowledges the growing expectations of stakeholders who now place sustainability at the forefront of their event experiences, making it not only a matter of responsibility but also a strategic necessity.

Seafood Nutrition Partnership events offers sustainably sourced seafood as a staple in every meal. These events serve as a platform to demonstrate innovative ways of incorporating seafood into various meal periods during meetings and gatherings.

“Recognized as one of the most environmentally responsible protein choices, seafood not only enriches event menus but also plays a pivotal role in offsetting the carbon footprint,” Yi-Davis says. “The incorporation of seafood into every meal can contribute significantly to reducing the environmental impact, with the potential to offset a notable portion of the carbon footprint, creating a more sustainable and responsible experience for attendees.”

When seafood meals are served at least twice a day at a meeting, Yi-Davis says the benefits extend beyond just reducing the carbon footprint. Seafood is known for its nutritional value, being rich in essential omega-3 fatty acids and nourishing the brain.

“As a result, attendees not only are participating in sustainability but also experience personal health benefits,” Yi-Davis says. “The consumption of seafood can leave participants feeling healthier, more energetic, and better focused throughout the event, enhancing their overall experience while aligning with sustainable dining practices.”

Rachel Andrews, global head of events, helps plan Cvent’s internal annual convention for the company. Called Cvent Connect, this annual conference is teaming with sustainability initiatives.

“There are a number of protocols we have implemented to minimize our carbon footprint and reduce waste. In particular, we leverage our own technology to plan the event, manage our resources and communicate with our attendees more efficiently and effectively,” Andrews says.

Some specific sustainability efforts that Cvent has embraced at the annual convention include:

• Delivering a robust hybrid event — which empowers attendees to experience CONNECT in the way that’s best for them and their business, and reduces the need to travel that’s required for an in-person only event.
• Sharing digital invitations and reminders through the Cvent platform and hosting an online registration platform.
• Leveraging comprehensive pre-event registration surveys to better plan meal attendance and allergy preferences to minimize waste.
• Utilizing Cvent tools to check in attendees and using recyclable badges for real-time badge printing (no excess waste with pre-printed badges)
• Using Cvent’s Attendee Hub and Mobile App to give attendees direct access to all event resources in a digital format — removing any paper materials.
• Providing branded swag for attendees with sustainability in mind — such as reusable water bottles, digital gifting options, etc.
• Working closely with venue partners to minimize food waste.

Collaborating with charitable organizations to offer unique and impactful corporate social responsibility (CSR) experiences, like making beds for shelter animals, to help give back to the community in which the event is hosted.

“Sustainability is increasingly becoming a core part of the event planning process — from venue sourcing to the onsite experience. Whether or not a venue has sustainability programs or policies in place is no longer an afterthought,” Andrews says. “In fact, it’s even determining where events are being held.”

A recent Cvent report found that 31% of event planners surveyed reported that sustainability would predominately shape their event planning priorities. When it comes to the onsite experience, things like reusable (and branded) water bottles, recyclable badges, group transportation vouchers, limiting individually wrapped items, collaborating with local charities and working with the venue to minimize and manage food waste all make a difference.

“Offering a hybrid event — with both a virtual and in-person experience — is also a great way to reduce the number of attendees that need to travel, while enabling greater reach and accessibility for your event,” Andrews says.

Andrews also emphasizes that socially responsible, sustainable events can even help you attract more attendees — since environmental impact is top of mind for both these individuals and the businesses that are sending them. Not to mention, environmentally friendly events often lead to reduced costs, less waste and greater efficiencies. This makes sustainability a win-win-win situation: for planners, attendees and the environment.

“The industry is getting serious about sustainability as many organizations have publicly committed to specific goals, and they now need to cascade these sustainability goals to their meeting programs,” Andrews says. “Sustainability is particularly important when thinking about business travel. While the aviation industry is the third largest contributor of transportation greenhouse emissions, airlines and airports have already committed to net-zero emissions by 2050. Although it seems far removed, this should have a trickle-down positive impact in reducing business travel’s overall carbon footprint.”

Beyond business travel, the onsite event experience is also a contributing environmental factor. For instance, according to the Green Business Bureau, a typical event attendee generates about 4.17 lbs. of waste per day, and 85% of that waste ends up in landfills. This isn’t surprising when you consider all that goes into a live event, including the transportation to and from the event, the energy consumed on-site in the form of water and electricity usage, the food waste that’s produced, etc.

“The good news is that there are many ways to reduce the overall event impact,” Andrews says.

Sharing Your Sustainability Focus

Incorporating sustainability initiatives within corporate meetings and events takes a considerable amount of strategy and effort on the part of meeting planners. That’s why it is not only important to take the required time to effectively orchestrate these initiatives, but it also can build an organization’s brand by communicating these efforts to those in attendance.

“At all our events, we strive to showcase a diverse array of both farm-raised and wild-caught seafood through meticulously designed menus. This approach hinges on three key pillars. Firstly, visual appeal is paramount; each dish must be pleasing to the eye. Secondly, taste takes precedence; the seafood must not only look good but also deliver an exceptional culinary experience. Finally, we believe in showcasing the essence of sustainable seafood through interactive stations and unique experiences,” Yi-Davis says.

“Engaging attendees with live demos or hands-on activities not only educates but also fosters a deep appreciation for sustainable dining practices, making it a memorable and impactful part of our events.”

When planning Cvent CONNECT, Andrews recognizes the importance of amplifying the company’s sustainability efforts pre-, during and post-event because it not only helps to illustrate the company’s commitment to enabling a more sustainable meetings and events industry, but it can also help inspire others to do the same.

Here are some ways that Andrews recommends planners can promote their (and the attendees’) sustainability journey:

Leverage social media: Planners should amplify their sustainability efforts via social posts that include tangible advice for attendees — like packing their own water bottles, as well as highlighting specific sustainability efforts being incorporated into the event.

Capitalize on the event’s marketing efforts: Planners should make sure that sustainability efforts are strategically incorporated into their event marketing strategy. Registration pages, digital marketing assets or email reminders are all high-visibility tactics that can be leveraged to maximize awareness.

Ask for feedback: Gathering attendee feedback is incredibly valuable after an event has concluded. These feedback forms can also include questions that assess how attendees felt about various sustainability initiatives. For instance, how did attendees feel about compost/recycling options after meals? In what ways could directions/reminders be clearer and more actionable? What creative sustainability ideas have they used, or seen, at other events?

Lessons Learned

Sustainability means different things to different people. Which is why it is so important that corporate meeting planners pay close attention to how, where and when their sustainability efforts are being implemented within the realm of meetings and events.

Andrews says the top mistake corporate meeting planners make is thinking you can’t make a difference. Small changes, when taken together, can lead to big impact — so every change or improvement planners can make to ensure a more sustainable industry is worthwhile.

“As planners, it starts with us — and while daunting, it’s also exciting. It’s our ship to steer,” Andrews says.

Another typical mistake meeting planners make regarding sustainability is not consistently using measurement tools to track their goals. The good thing is that there are free resources available that can help planners continuously improve in their quest for eco-friendly events.

For example, Andrews points to SAM, a free event sustainability carbon measurement tool — covering everything from food to accommodations to travel — that can be fully integrated with other technology platforms already in use. Other platforms that similarly calculate carbon footprints and offer guidance on how to be more sustainable include TRACE and Proseed.

“Corporate planners should thoroughly vet their vendors, venues and partners to ensure they share the same views and commitments surrounding sustainability,” Andrews says. “This extra step can go a long way in helping planners meaningfully advance their sustainability goals. One way to do this is by using a sourcing platform that helps to filter venues based on sustainability information provided in their profiles. Event planners should also feel empowered to ask specific questions about how exactly venues are tackling sustainability.”

And if an event planner is just starting to think of sustainability as a core component of their event planning process, that’s a step in the right direction.

“The first step can be as simple as removing all single-use plastics or switching to locally sourced food,” Andrews says. “I’ll reiterate … sustainability has become so much more than a buzzword. Socially conscious corporate events are simply better events because they lead to reduced costs and greater efficiency. Wherever an event planner is in their sustainability journey, they shouldn’t be afraid to dig in and start finding ways to execute more environmentally friendly events.” C&IT