I am in the process of managing an event in the environmental/sustainability sector. One thing that I’m driving within my team is a plan to make the ‘green’ aspect of the event so we are consistent with our marketing messaging.
So far, the embrace of green in the events business has been an interesting journey. In 2008, at the SISO Executive Conference, I received a badge that actually could be planted, lanyard and all, so that it could grow into a flower. In the dozens of events attended since then, I have yet to see anything similar.
At one point in the business (years ago) there was a big push to be green. The primary driver was to save money (e.g. replacing printed show guides or programs with digital apps etc..). But at current events I don’t see much in terms of green initiatives, with the exception of the events that are specifically focused in that area (such as my current one) or those that target a millennial or ‘eco’ audience.
Why is there a hesitance to put more emphasis into green?
- The opinion that it will cost more than keeping the status quo;
- The concern it will take staff focus away from the primary goals of making money and getting a quality audience;
- The belief that the marketing value of a green event is limited, with the exception of the groups mentioned above;
- The reality that attending most events- getting on a plane and polluting the environment – flies in the face of being green.
To underscore the hesitancy, consider an industry session that I recently attended on ‘greening your event.’ Of the 37 attendees, only 6 represented event organizers, while the rest were consultants, venue people, and general service contractors. I don’t see a big push from event organizers to take on the green cause.
Given the above, why would you go green? First off, it’s the right thing to do. I find that personally I am more “green” than I am professionally. If there was a way to make a green effort cost-neutral, I’d be more willing to pursue it assuming I could still reach my other event objectives. Additionally, you can use a green theme for its brand advantages. Because not many events are overtly green, embracing it in your events can differentiate them, particularly if you are seeking to target new millennial or ‘eco’ markets.
For my current event, what’s the plan for sustainability?
- I will manage the team’s efforts so that we don’t lose focus on the goal of making money, attracting quality attendees, and making the event successful. Initially, we’ll look to do a few things well instead of trying to do every possible thing.
- We’ll jump on the “suppliers train”, using Freeman and their ‘plug in’ list of services. Engaging this suppliers is simply a matter of asking them; I believe that GES and the other major service contractors also have such programs.
- Usually your hosting hotel also can help you with reduction, recycling, and “give food back to the community” programs. Tap into those, as well.
- Engage in things that are cost-neutral. Though there are many Give Back to the Community programs in the city where we’ll have our event, they typically involve travel to the particular program’s facility. Since that can be cost-prohibitive, we’ll probably limit ourselves to things that can happen at our venue during off hours.
- Have your stakeholders participate. Just the research itself has got me energized and excited to launch some programs, so we’ll probably focus on programs like these:
- Where possible, we’ll invite attendees, speakers, sponsors, staff, etc. to build kits or donate things (like their hotel soap) to those who are in less fortunate circumstances.
My hope is that one benefit will be the creation of a ‘community feeling’, built on the efforts of a small group of people, which adds to the value of the conference. I look forward to the journey involved in getting it done.
Could you do something similar at your event(s)? How?