Beware the green trap

As activity within the events industry starts picking up, Angela Barter advises us on how to avoid the dangers of greenwashing.

As event attendees, delegates, hosts, sponsors and partners become increasingly conscious of the environmental impact of their choices, more event organisers and exhibitors are taking steps to address their carbon footprint and minimise waste generated by traditional in-person events.

Highlighting an event’s green goals or sustainability credentials in marketing communications can unlock a range of benefits, but it is crucial to avoid ‘greenwashing’ and its many dangers. Fortunately, this can be done immediately by implementing five simple but proven strategies. 

According to the 2022 Events Trend Report published by Eventbrite, ‘green events’ are currently still trending despite the unprecedented two years, during which Covid safety took precedence over environmental concerns. 

Adapting impressively to meet all the challenges the pandemic created, the event industry saw a surge of both virtual and hybrid events, creating a popular new digital alternative to traditional in-person events. It also generated a further benefit: a substantially reduced carbon footprint and minimal waste.  

Telling stats

According to a 2021 Nature Communications study, online events reduce an event’s carbon footprint by 94% and its energy usage by 90%. Hybrid events, with at least 50% being online, is also said to reduce carbon footprints by as much as two-thirds.

This is significant given the substantial carbon footprint and waste generated by traditional in-person events, which had previously earned the eventing industry notoriety for negative environmental impacts. These extend to include the carbon emissions emitted because of travel to the event, and energy consumption both at the venue and the event attendees’ accommodations.

Events are also known for generating huge amounts of waste during and post events, expos and conferences. This includes, for example, food waste; the stand builds and infrastructure from exhibitions and booth; as well as general waste such as paper, cardboard, plastic packaging, carrier bags, plastic cups, water bottles, single use floor coverings, padding, wood and plastic film, most of which is not biodegradable, and yet usually end up in a skip heading for the landfill once the event is over, where it will pollute the environment for years. 

Knowing the impact and potential negative consequences the event industry can have on the environment, it is possible to implement genuine, measurable environmental initiatives for each event, such as responsible waste disposal and managing carbon footprint through virtual and hybrid platforms or other means.

Strategies to avoid ‘greenwashing’ in event marketing and communications

With the pandemic over and in-person events gaining popularity again, more event organisers will begin to take steps to produce more sustainable events, making it increasingly important to implement strategies that will avoid ‘greenwashing’ in your event marketing and communications. 

Fortunately, this can be done immediately by implementing five simple but proven strategies, shared below. 

1. Genuine, measurable environmental initiatives that reduce event carbon footprint, minimise waste, and ensure responsible disposal, will build confidence, trust and loyalty among event attendees, exhibitors and other stakeholders.
2. Be factual, truthful and transparent. Don’t imply environmental benefits or make irrelevant environmental claims. Non-disclosure or omitting information can be construed as deception.
3. Base each environmental claim on a specific and genuine benefit/advantage to the environment that can be substantiated scientifically, with technical evidence or by reasonable rationale.
4. Use clear and understandable language, avoiding general, vague environmental terms such as ‘environmentally friendly’, ‘eco’, ‘green’ or ‘natural’; and refrain from misleading imagery that implies an environmental benefit or suggests a third-party endorsement.
5. Ensure supporting certification, documentation or information is available to stakeholders. Using a well-recognised third party for accreditation helps gain strong credentials. When necessary, rely on the expertise of a sustainability communications specialist.

This article is a truncated version of what will run in the upcoming edition of Meetings magazine. Click here to sign up for free and read the full article by receiving the issue directly in your inbox.