1. Measurement and Reporting: 2012 will see a defined growth in measurement of event impacts and reporting to stakeholders.  This trend will be a natural extension of the rapid growth in reporting seen in the corporate sector.  At present, 95% of the Global Fortune 250 companies now complete sustainability reports to investors and stakeholders. One reason for the intense interest in reporting can be attributed to organizational effort to build trust with investors and clients.  The economic crisis has compromised the perception of business integrity and transparent reporting of financial returns. Sustainable business practices are an effective way to show that organizations are committed to responsible behavior. For more and more such organizations in 2012, tracking sustainability data will be fundamental to goal setting and trust building.  Top 4 list of things the industry will measure this year:

• Return on Investment
• Event related carbon emissions
• Total waste/recycling/donations
• Investment in local communitySee this brief, informative presentation on the topic of organizational sustainability reporting  from Ethical Corporations’ Toby Webb

Earlier (this post), our list of predictions for 2012 was introduced. The thinking is informed by many conversations, readings, client requests and a dash of common sense.

• Technology:  As with all sectors, the meetings and events industry will see a rapid evolution resulting from the increased usage of event-specific smart phone applications.  These apps provide individual delegates personalized, customized mapping to optimize their event experience, saving time and increasing productivity.  Social Media, as a platform for two way communication between even owners and event participants (‘what’s with the air conditioning?’ ‘The Audio Visual is awful’) provide real time opportunity to address any event improvements needed to enhance participant experience.  Social media makes it possible for the event to begin at the time of registration giving real value to sponsors and exhibitors to engage event attendees in constructive dialogue before the official event start date.  2012 will see an industry awakening in the practical use of simple-to-use-yet-powerful social media as a meaningful resource for planners and delegates.

• Virtual presence: Regional events connected internationally: Ok, so this is a technology thing, too, but the easy availability of ever-improving-and-affordable technologies will create a shift to more events creating ‘hub and spoke’ formats. Not only will this reduce costs (time, travel expense) but can also provide meaningful focus on regional issues.  2012 will see increases in the number of event planners who understand that allowing virtual audiences increases stakeholder engagement in their organizations (rather than, as many worry, compromise attendance).  Regional ‘nodes’ which connect at focused times during their respective events can be highly engaging and offer exciting opportunities to share knowledge while reducing costs and carbon emissions from flights and other transport. The Green Meeting Industry Council webinar (Midori Connolly and Jessica Levin) and Event Camp Vancouver provide recent example not only of evidence of how well this can work but also ‘how to’s’ for integrating such technology for positive effect.

• Community Actions: Social programs are fundamental to any meeting or event.   The change we will see in 2012 will be in what planners offer as activities.  Rather than invest exclusively in more traditional activities such as theme parties or cocktail mingles, planners will offer more examples of socially responsible actions which give back to community.  Participants in these sessions are moved to enthusiastic expression of these sessions being a highlight of their event experience as they offer highly personal connections not only with the charities supported but also other attendees.  These sessions completely change the networking dynamic so that attendees interact as people with a shared interest and not just representative buyers and sellers.   Also, greater effort will be made to measure social responsibility.  Hours worked, funds raised, meals served, media hits, etc.  Measurement of social responsibility is increasing in importance as organizations work to provide stakeholder groups concrete examples of how they are responsible and worthy of trust.

Thoughts on these?  Look for a consolidated list of all 7 predictions later this week!

This time last year, we created a list of predictions.  While a few examples were perhaps a bit optimistic, we maintain that the list remains viable (it’s just ahead of it’s time!).  Because they are poised to be trends, some appear again in this list for 2012.

A thoughtful review of international business trends (recent relevant random sampling here, here and here) shows clearly that sustainability, and sustainable business practices, are more relevant and, indeed, more important to business than ever before.  Return on Investment (ROI), risk reduction, cost containment, stakeholder engagement and innovative  initiatives to increase revenue streams are terms which are not only near the top of every business leaders ‘to do’ list, but also characterize sustainable business results.

Given the increasing import of sustainable business practices in a difficult and ever more competitive marketplace, it’s appropriate to look more closely at the most influential of sustainability trends which will inform the 2012 landscape of meetings and events internationally.  Identified are 8 total trends.  To ring in the New Year and to make things even more enticing, we’ll portion these out just 2 at a time over the next few days (suspense!).

Trendspotting 2012: sustainability is smart business

1. Fewer actions, greater results: Rather than struggle to integrate multiple new actions, ideas or processes, planners and suppliers will focus on 2 or 3 specific and measurable tactics which can yield tangible returns or progress.  In 2012, more planners will mature in their approach to sustainable event management and find concrete results by narrowing their focus to improve areas most material to their unique conference or business.   This approach will help underscore the business case for actions taken and inspire additional actions which provide value.
2. Destination Marketing Organizations as sustainable business hubs.  As a first point of contact for many planners, DMO’s and CVB´swill become increasingly responsive to demand for sustainable suppliers and activity options for events.  Through their connections with regional membership, DMO’s have the opportunity to gather industry leaders around the topic of sustainability and facilitate training to bring mutually beneficial business returns to the region.  (This finding is based, in part, on the projects in which we’ve been proudly involved in with DMO leaders in Gothenburg, Copenhagen and the Costa del Sol.)

Share your thoughts on these and any sustainability related predictions of your own.  Stay tuned for more soon!

It’s a jungle out there.  There are over 400 labels known worldwide. (For a review of each of these labels, see the Eco Label Index site) 

Many people comment that with so many labels, it’s hard to know what is ‘good’.  Yet, certifications can provide real value to meetings industry professionals seeking to improve business performance.

For Suppliers:   Eco Certifications provide practical guidance for integrating sustainability into their operations in a fundamental way. An investment in a certification system can save money while helping to earn credibility in the marketplace.  Labels should not, though, supplant constructive dialogue between buyers and suppliers.  If  sustainability goals are to be met, an ever increasing amount of collaboration and innovation will be required.

For planners:  Because most eco labels require a sustainability policy and documentation showing performance improvement over time, they provide planners some reassurance that leaders on site are at least somewhat engaged in the supporting of responsible business practices. Planners can reasonably ask for statistics and examples of actions. Certification, in this way, lowers risk for planners.

Certification Snapshot

Green Globe: Green Globe offers a good balance of environmentally sound practices with a focus on social responsibility criteria.  Event planners gain indication that the certified supplier has good systems in place for a responsible business.  Green Globe has different criteria for different kinds of businesses, including offices. That said, criteria for planner offices are not particularly agressive.  This label is a better indication for the level of leadership engagement in sustainability at hotels and conference venues.

Green Key: Originally designed to help leisure travelers better access environmentally responsible locations and activities, this certification is exclusively focused on ‘green’ aspects of business impacts and engagements.  The requirements of Green Key are such that it represents a good first point of entry for businesses seeking to get started with sustainable practices. While international, Green Key has been localized to only a few regions and is not widely recognized in Asia or Southern Europe.

BS8901 / ISO 20121/14001:  These are internationally recognized management standards that are regarded as being robust and holistic. Critics point out that, because the individual organization set the scope and level of improvement required, a business could technically meet certification with only nominal levels of real improvement.  Still, the requirement of solid, proven processes is a strong indicator of leadership engagement and commitment to sustainability.

Nordic Swan: The most rigorous standard for environmental sustainability, the Nordic Swan does not yet integrate requirement for social responsibility issues such as fair wages, diversity, or labour rights. It is a regional label, localized to Scandinavia and does not currently offer certification options for venues.  It is a strong indicator of good leadership and planners are encouraged to consider this when organizing events in Scandinavia.

EU Flower: Developed with good intentions, and requiring a good commitment to environmental sustainability, the EU Flower label is not widely recognized or understood by most in the meetings and events industry.  It lacks criteria for social responsibility and does not offer criteria for meeting venues.

Brief summary

• Eco labels are valuable indicators of leadership engagement and well run businesses
• Eco labels help businesses save money
• Eco labels don’t replace the need for dialogue between planner and supplier
• Seek out certified suppliers as a first choice to reduce risk to your business or event

Do you have experience with certification labels you can share?  Would you like to suggest changes to any of the above?  Let us know in the comments section.

We’ve seen many studies and examples of the impact of travel (and here)  but fewer practical examples which outline solutions which can be replicated by event owners internationally.  Some fantastic designers are exploring big solutions which bring real promise to destinations.  Many such solutions, however, will bring benefit to events only in the distant future.

 What can be done today?

1. Measure your transport impacts: Include carbon dioxide emissions from delegate travel and local transport.
2. Set clear goals for improvement: Identify measureable targets, track progress and share performance on your website, newsletter or after action report.
3. Choose wisely: the clever experts at The Carbon Consultancy have collaborated with NGO parter Cool Earth to create a search tool which provides better flight selection options. The tool includes carbon emissions as a decision factor in choosing flights.  By evaluating airplane type, age of fleet, staff training and which routes offer direct flights, this tool calculates complex data and provides simple and clear estimates to inform the buyer.
4. Pursue sponsorships: The UN Global Compact Leader’s Summit gained Price WaterhouseCoopers as a sponsor for event sustainability. The package included their participation in event measurement and approving the recommended offset project
5. Engage delegates: Provide recognition on name badges for delegates who travel ‘climate smart’ (also, registration site tip here)
6. Regional events, connected virtually
7. Work with CVBs to promote local transport options

Carbon emissions are part of meetings and events.  When we acknowledge them with measurement, we increase the likelihood that these emissions will be seen as a liability and will encourage investment in sound practices to meet targets of drastically reduced emissions.

Looking forward to practical tips and thoughts from your own experience!

The idea was simple enough.  Rather than deliver the minimum effort to be compliant with the UN Global Compact Communications on Progress requirement, we’d take additional steps to conduct measurements of the known sustainability impacts of our business.  We would, we mused, create a report which complied with the Global Reporting Initiative (GRI) criteria for transparent communication of our company’s business performance.

What started as a simple concept proved, in actuality, to be a long and challenging process of data mining and fact chasing across 45 offices, 22 countries and hundreds of people. We simply, did not have any processes installed to allow us to conduct accurate measurement of our social and environmental impacts.

Now that its done, the difficulties we experienced, had the unexpected result of creating elevated engagement from our team and a valuable revamp of – and renewed commitment to – our sustainable business strategy.  The process of evaluating our business strategy along with the operational impacts of our business was an opportunity to gain active participation from people within the organization who didn’t previously see their direct connection to sustainable business practices.

This infusion of new ideas and new energy from a broad cross section of our company also meant that the process of completing the report required a greater investment of time.  But we wouldn’t trade that experience to have done it any faster.  It was this very process of completing forms and asking questions and following up with different offices, which delivered the greatest insights, helping us to identify barriers to success and build a stronger culture of sustainability. But dont´just take my word for it: here is a video of our CEO Sebastien Tondeur, communicating the report to our staff last week:

Like many things the first time is always a challenge. We have already started to prepare our 2011 report and we are now improving and creating new and more integrated processes that will allow us to collect data simply and easily. The next report will be much better and less stressful to produce.

Pioneering Work

Although this is our second report, it is our first to be GRI checked. We believe that we are the first international meetings and events agency to complete a sustainability report which meets GRI criteria for transparent communication of business performance. It also uses a draft of the new GRI Event Organisers Sector Supplement which we have been involved in creating.

While we are very proud of that, we understand that the real value of reporting isn’t in the PR of showing that we’re compliant with GRI standards or even by providing a helpful example for others in the industry, the real value is the process itself which step by step, is helping us make a better company.

You can read our report here  and we very much welcome your suggestions, criticism and ideas to improve this disclosure.

Within any organisation, individual department-based process are interrelated and interdependent.

Random example: The person working reception at a hotel, if they are to be productive and enthusiastic, relies on the successful observation of effective processes in the restaurant.  Poor systems will result in poor service and, eventually, problems for anybody involved in guest service.

What about sustainability.. and sustainble events?

Many organisations disallow themselves the benefits from aligning sustainability with traditionally recognized core business practices.

Random example #2: Marketing includes 2 pages on sustainability in the annual report yet procurement has no policy or practice related to sustainable practices.  The sustainable event planner in this organisation won’t deliver an event which reflects the promises sustainability outlined in the annual report because purchasing-often given influence over event-related expenses—have processes which are not aligned to the organisational sustainability initiative.

Strength through unity

Sustainable events are an expression of an organisations’ successful integration of sustainable business practices.  As part of a strategic approach to building a better business and responding to the widest possible stakeholder group, sustainable events are an extension of the core business initiatives which build the most resilient, innovative and successful companies.

Where to begin?

•  Understand sustainability.  Check out The Natural Step for business-friendly guidance on identifying the ‘system conditions’ which define sustainability. See this for a brief intro.
• Establish 2-way communication with stakeholders. Is your event deemed effective and valuable by participants? By the event host community? How do you know? Traditional 1-way communication will not help your organization improve and stay relevant.  Social media platforms, surveys and face to face sessions can provide pathways to needed feedback.
• Commit to 2 or 3 specific process improvementsin support of sustainability for your next event.  This might mean choosing sustainable suppliers, or measuring waste or creating a safeguards to ensure that the meeting site is accessible to people with disabilities. Regard the tracking and sharing of results as essential to improving the process.
  • Random example #3: In 2008 EWEA set a goal to measure their event waste.  In 2011, they recycled and composted their way to an 89% diversion rate (which included 100% of their exhibition carpet)

• Participate in the GMIC:  The Green Meeting Industry Council is focused on this stuff exclusively. (full disclosure: we’re members and active participants!) Ask questions, share best practices, absorb webinars, expand your network and help develop needed solutions.

Thoughts and additions welcome, as always.

• 171 people, including 125 kids, participated in a 4 hour long session to create 19 different figures of (mostly) waste materials

• 108 graduation certificates were awarded to students graduating Young Guru Academy’s Read Think Share program
• And, *drum roll* 6467 €uros were raised in support of the development of the 111th Read Think Share creative learning library in Turkey, this one in Istanbul

These small points can’t begin to tell the story, though.  We invite you to have a look at the fun videos and photos from the event.

What did we learn?

The integration of community action projects has become an important aspect of creating sustainable meetings and events. Without a ‘how to’ guide, many planners are left frustrated with the effort required to include a community action project.  Here are a few takeaways from our experience:

Purpose: Planners should give meaningful thought to their reason and intention for including a community action project.  It can be helpful to remember this: “It’s not about you”.   Start with a purpose to consider the needs of the people receiving your support.  That said, any project should be aligned with the central mission and values of the organization.

Selection: Non Government Organizations (NGOs) or charities are not event suppliers.  It’s possible the community partner is not (a) in need of the help you can provide or (b) able to respond to the needs of planners.  In this article, we’ve provided some thoughts of Do’s and Don’ts of working with NGOs.

Engagement: Increase participation through promotion in the weeks leading up to the meeting. Conference teasers, social media sites and individual emails can build a sense of excitement and increase the number of attendees. Reach out not only to potential participants but also the members of your network, including your supply chain.  MCI received school supplies and, from Parthen, we received real money needed to support the fund raising goal. Importantly, don’t forget to involve members of the community itself.  It’s important they have a stake in the organization and action.

Follow Up: Maintain contact with the NGO to stay apprised of their actions and provide updates to your stakeholders about the impact of their support.

What are some of the best ideas you’ve seen in the organization of meetings and events?  Please share your thoughts and examples!

Maybe such parallels are evident only for those whose wedding anniversary happens the same week as the event in question, but we persist with the analogy. In the points that follow, we explore some traditional wisdom and some of what these seemingly disparate topics have in common (and we salute the significant others who cope with such persistence)

Success possible only with commitment of the principles involved. CSR, or sustainable business, requires business leaders to believe enough in the concept to commit to the time and resources necessary to allow the program to flourish and become integrated with the fundamental operation of the business.  A ‘toes in the water’ approach delays the success that awaits.

It takes work. It’s been said that nothing worthwhile is ever easy.  Relationships and sustainable business plans can be said to be alike in this way.  They represent new thinking and change to the familiar.  They require us to adjust–maybe even give up– long-held paradigms.  They each require us to admit our failings and to be open to help. A pursuit of a sustainable business plan brings confusion and difficulty.  Seek counseling before ditching a fledgling plan. The payoff is worth the investment.

Collaboration required. Similar to the above, but different, sustainable business requires that new networks be established.  Sometimes our old providers–the unkempt roommate or long time supplier–can adjust and make the cut to the new way of doing business, but sustainability, like new and important relationships, may require us to shrug off the weight that’s holding us back from the bright future of innovation and new discovery.

Provides a better filter for decisions “Does this sustainability plan make my asset look fat?” Rather, ‘does this decision align with our vision for a sustainable future?’ Sustainable business plans, like our significant others, equip us with important perspective for making decisions which build better business (or relationships). No fair asking loaded questions, though.

Transparency Matters.  Honest, forthcoming communication with stakeholders is the best policy. Share your goals and your plan to attain them.  Admit your shortcomings and any risks with the plan.  Be plain spoken and confident in the success of your venture. Share the results and seek feedback to speed performance improvement.

it’s important to take a moment to thank the people who are helping to make all that happen.  A thoughtful card, unexpected cookies.. an office party.. or, would it kill ya to clean the toilet once in a while? None costly, all appreciated and an important part of building a culture of trust and respect and esprit de corps.

So.. it’s not so odd, really, right?  A commitment to the development of a sustainable business plan brings real reward, but finding your way there can be a challenge. Thanks for making the leap.

What parallels to real life and relationships have surfaced with the creation of  your sustainability plan?

Does it cost more to have a sustainable event?

This depends entirely on the event and on what outcomes the organizer has targeted. Many case studies exist where event organizers have saved a great deal of money by implementing sound sustainable practices.  Sustainability is smart business and less waste=less cost.

How can sustainable events save me money?

In the short term, there can be costs in time (educating staff and suppliers, process improvement changes, etc). For single events, certain items may be more expensive (such as organic food, carbon offsetting and/or investment in local community project) .. but a holistic view of the event budget of a well-run, sustainable event will reveal cost savings in reduced transportation costs, reduced printing costs, reduced venue costs and more, depending on the nature and size of the event in question.

How can I get a ‘green stamp’ on my event?

For planners who are really committed to integrating sustainable practices, only a few certification labels will help to communicate a message of “we take sustainability seriously”:  BS8901 offers a pathway to having your event management ‘system’ certified as compliant with sustainable development principles. (Note that, with BS8901, the event itself does not earn a ‘stamp of approval’.  The series of processes and policies which make the event possible are what is certifiable. The event is only an outcome of the good process)  Soon, planners can comply with the ISO 20121 sustainable event management criteria and the APEX green standards for events. Note that planners should avoid simplistic, essentially empty, claims of ‘carbon neutral’ or ‘zero waste’ as they are at present difficult to defend as such.

What does ‘carbon neutral’ mean?

The term ‘Carbon Neutral’ means to balance emissions through an investment in a clean energy or avoided deforestation project which will, over time, avoid emissions equal to those you’ve created.  Note that it is recommended that planners avoid simplistic, essentially empty, claims of ‘carbon neutral’ or ‘zero waste’ as they are at present difficult to defend as such.

Are you saying ‘Carbon offsets’ are bad?

Most committed scientists and professionals see ‘Carbon Neutral’ claims as inappropriate. Carbon offsetting, done carefully and as part of a larger strategic plan, is an important part of a low-carbon future. Claiming ‘carbon neutral’ over-simplifies the issue. For planners who seek to show that they are committed to creating a positive difference through sound sustainable practice, this term should be avoided.

What if the client/ boss isn’t interested?

Leadership can be found at all levels of every organization. Engaged members of the team can help to influence the adoption of better practices over time by providing ideas and practical examples of how small sustainable actions can make a big business difference. Work to show that sustainable actions make good business sense. Identify actions which can help your boss look good. Build on existing examples to create a movement within your organization.

Won’t we get bad press if we try to do only a ‘light green’ event?

No.  Having 3 or 4 goals with targets and measurements along with a plan to improve over time is, at present, a leading practice. Very few organizations show a planned, thoughtful approach. Even if targets are not attained, good documentation and honest, transparent communication can underscore your commitment and build stakeholder trust. It’s about quality and sincere commitment, not quantity and empty claims.

Who are good examples or references?

The European Wind Energy Association

The Copenhagen Sustainable Meetings Protocol

Oracle Open World

Green Meetings Industry Council

Meetings Professional International

Didn’t answer your question?  Have something to add?  Don’t be shy, let’s hear them.  It’s an exciting time for sustainability in the meetings and events industry, thanks for being a part of the movement!