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

10.  The app.  Rapid uptake of smart phones and cool apps to help planners and suppliers integrate a wide array of services and communications in a user-friendly and paper-free way. This link offers a long list of viable apps for planners and, of course this one, too.

09. Food Banks. Creatively finding ways to bridge the gap between food safety and waste, a number of local food banks have been successful in receiving safe, unserved food from events which would otherwise have been wasted. We were inspired to see over 3000 meals go to communities in need during EWEC 2010, Warsaw

08. CVB Leadership.  Struggling for relevance in some communities, many CVB/DMO’s saw opportunity in not only promoting the sustainable features of their city, but worked to build capacity through the sponsorship of education and involvement in groups like the Green Meeting Industry Council

07. Community Action.  Sustainable events go beyond ‘green meetings’ by having effective plans to bring consideration, if not reward, to people in the communities they visit. Although not yet mainstream, many (such as UUA here and *blush* our own here) events are working to include ‘giving back’ programs.

06. Recycled carpets. The Carpet America Recovery Effort estimates that in 2009, 311 million (141M kilos) of carpet (of the 5.9 billion pounds thrown away) were recycled in the USA alone. That was a 19 million pound improvement over 2008, but way, way short of the goal of 40% of total carpet discarded.  Clearly, that huge pile of waste is not entirely from events/exhibitions, but carpet waste is something of a dirty secret in the meetings industry and it’s encouraging to see major players (IMEX, as one example) including plans to reduce carpet use and/or recycling what is used.

05. Hybrid events. Concerns that an integration of virtual elements (live streaming, video links, e.g.) will reduce attendance or bring risk for planners (reliability, cost) –or that virtual events would somehow push aside the need for face to face meetings–seemed to wane in 2010 as many events reported successful initiatives to blend face to face meetings with virtual elements, thereby creating ‘hybrid’ events. Still expensive and still not glitch-free, hybrid events are established as an industry mega-trend.

04. Exhibitor Engagement.  Exhibitions represent great waste, both material and carbon emissions. Efforts, such as those deployed by US Green Build, to engage exhibitors with education and incentive gained some traction in 2010 in spite of this being a sensitive area as planners are not keen to reduce booth space or put limits on sponsor investment.

03. Integrated carbon tracking tools. Practical, smart tools became accepted in 2010 and are being integrated into event registration systems allowing not only greater capture of delegate travel data but also increasing the amount of investment into carbon offset projects.

02. Sustainable Event Reporting.  Perhaps the only real cure against ‘greenwashing’ is effective and transparent reporting.  From the UN Global Compact Leaders Summit to Oracle Open World to the aforementioned EWEC 2010, diverse and influential organizers showed the importance of measuring and reporting sustainable event results.

01. The emergence of standards for sustainable event management. Actually a story from 2009, but continuing into 2010 and 2011 has been the development and release of standards which define criteria for sustainable event management.  Work was completed to advance the Global Reporting Initiative event sector supplement, the APEX green meeting standards and the ISO 20121 standard for sustainability in event management as well as the Copenhagen Sustainable Meetings Protocol which seeks to integrate and advance the use of each.

The above listed highlights from 2010 bring optimism that 2011 can build on this momentum and perhaps even ‘turn the corner’ for greater, more meaningful action in pursuit of sustainable events by an even greater number of suppliers and planners.  These 2010 highlights, indicate emerging trends for 2011—and beyond—because they represent advantage and benefit to event owners and planners. Each highlight listed here helps to build the business case for an improved, more responsible event industry which can continue to bring reward to communities everywhere.  Thinking that the meetings industry can bring real change across all market sectors is inspiring but such optimism must be fuel for greater effort.

Risk lurks in 2011.  Economies are struggling and people are busy.  Change is difficult. People want action but wait for others to deliver it.  A unbalanced focus on environmental responsibility may compromise needed advancement of social justice.

2011 is here and, for sustainable meetings and events, it’s time we turned the corner.

What highlights did we miss?  What examples need to be shared?  Please share your examples and thoughts here and, if at all possible, make a plan to attend the Green Meeting Industry Council’s Sustainable Meetings Conference next month in Portland, OR, USA and MPI’s European Meetings & Events conference, Dusseldorf, where, among other relevant sessions we’ll  hold a workshop on engaging suppliers for sustainable event success.

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!

Once again its great to see Pedro and his team at the Congress Center in Estoril lead the way. They are truly a global reference in how transformation can happen. What follows is the keynote presentation, update about standards and then some great case studies. Enjoy!

Brand standards are only part of the picture.  Hotels participating in the Star ratings system risk compromising that 4th star should they make a switch to bulk shampoo.  That’s a tough sell for many general managers…  and a tough pill to swallow for committed green meeting planners.

Among the goals of the emerging sustainability standards for meetings and events is  to inspire resource efficiency for a traditionally wasteful industry.  Many who are involved in this movement are progressive thinkers who the adoption of better practices as being a simple matter of common sense.   The issue, perhaps, is the ossified system of hotel industry quality assurance standards do not yet consider sustainable practices in their criteria for compliance.

Can the corporate offices of the most successful hotel brands respond to the sustainability movement (efficiency criteria outlined by sustainability standards and the standards required by Green Seal, Swan and other respected Type 1 eco label certifications)?  Do they risk a loss of business if they do?  Will the installation of water smart shower heads, efficient guest room lighting or reduced amenity packages compromise the quality of their brand?  There’s a disconnect between what the brands hold as quality and what sustainability seeks as practice.

At what point in the ‘sustainability revolution’ can we agree that sustainability and quality are inextricably linked?

Never heard of APEX/ASTM? You will.  By some accounts, the APEX standards are the answer meeting planners wanted before wandering down the path of BS8901. With its prescriptive, ‘checklist’ approach to defining what makes a green meeting, it aligns nicely with how many industry professionals work and measure performance.  Recently, Marlene Goldman of Meetings Media, posed a few questions for

a just released article The Green Standard? In the responses below, I provide some perspective on what APEX is all about.

The debut of the APEX standards is the highlight of the season!  Please attend the event in Vancouver, and make a point to participate in the APEX session.  Then come back and share some feedback regarding the experience.

As promised, the question and answer section of the program:

At what stage is the rollout of the APEX Standards for green/sustainable meetings?

After 2 years of planning, discussions, workgroup, region meetings and review by more than 200 industry volunteers and professional standards writers, the APEX standard is scheduled for release in the summer of 2010.

APEX standards for green/sustainable meetings, are in effect 9 standards covering 9 areas unique to the meetings industry

• Accommodations
• Audio/Visual and Production
• Communications & Marketing
• Destinations
• Exhibits
• Food & Beverage
• Meeting Venue
• On-Site Offices
• Transportation

Because each of the 9 areas have been subject to a separate committee of professionals and have different degrees of complexity, each section has taken a different amount of time to complete.  This highly complex process produced different formats which had to be unified and reviewed by technical writers for consistency before review by ASTM, the American Standards body.

How will the standards change and shape the green meetings industry?

Because the standards were written by a cross-disciplinary group of buyers and suppliers, and because they spell out specific actions/specific steps (as opposed to strategic philosophy), environmentally responsible actions become accessible.  APEX has the potential to activate players in the market who are not yet engaged.  Among the sparks which have led to the inception of the standards was a stated need by the EPA for a way to determine what travel-and-event-related products were environmentally responsible.  If there becomes a requirement for hotels, venues, caterers, etc to meet a minimum standard for green practices to win government contracts, it could have profound influence on the market.

How are they different/similar to the British standards and other green standards from other countries?

There are similarities amongst all the standards but APEX and BS8901 are markedly different in how they are formatted and what they require for compliance.  In simple terms, BS8901 is a way of working or a defined ‘process’. APEX is a specific checklist of tactics and expectations which define ‘what to do’.  In addition to the CSMP, the BS8901 presentation at this link explores the way the two standards are similar and different: http://www.slideshare.net/michaelluehrs

Are planners still eager for the standards? How about suppliers?

A select group of planners are very eager for the standards and for a clear way to identify suppliers who will support their agenda for creating sustainable events.  A larger, less engaged group of planners are not even aware that the standards are about to be released.  There remains a large gap between the industry players who are working to better integrate sustainability and those that perhaps are not interested in changing the way they currently do business.  Like television, which eventually offered buyers no option but color, APEX may have the effect of encouraging suppliers to adopt sustainable practices to the degree that, eventually, even without asking, planners will be organizing events which are by current thinking, ‘green’.

Will the added work that goes into creating an APEX standard meeting be a deterrent to planners?

For some, without question, yes.  For the resisters mentioned above and perhaps others, the time to get educated about the standards and the time to ensure compliance with the standard will likely be reason to defer their compliance.  The hope is that the market will reward those suppliers and planners who adopt the standard.  In time, the laggards will comply even though a time investment may be necessary.

How will the standards change how MCI produces a sustainable event?

The APEX standards, as well as BS8901/ISO 20121 and the Global Reporting Initiative meetings sector supplement, are all influencing how we evolve as a company on our quest for quality, of which sustainability is a cornerstone.  We currently use the standards to inform the Standard Operating Procedures for our project teams, and for the reports we issue our clients.  With guidance from the standards, and ongoing innovation, we will continue the pursuit of sustainable event management for each MCI project.

Meetings industry response to the interest in sustainability has been a rodeo of disconnected initiatives and convoluted standards.  The ‘how’, so often, is coded in dense ‘whitepapers’ or a wearying array of nuance related to carbon responsibility (VERs, CERs, CDM, etc).

With the possible exception of the emerging APEX standards , these documents are often a tangle of stilted language and complex processes.  During the resulting training sessions about these standards, the response so often is more “What what that again’” rather than “I can hardly wait to put these standards to use!”

During an enlightening conversation with Joe Oliver he touched on something rather important.  “Make the information accessible for the user”.  What a concept.  Can it be that part of the meetings industry challenge to act on BS89o1 is because we’ve not made it accessible?

There are many examples of new, complex concepts which have not been saddled with the same barriers to acceptance sustainability standards have faced.  How about automobiles?  The makers of the car didn’t start with showing potential drivers the electrical system and combustion theory.  The user was, instead, inspired by the thought of speed, status, efficiency.  Sure, they had to learn to drive, but this was a minor inconvenience. Sustainability for the meetings industry, if it is to become mainstream, needs different messaging.  Sustainability made simple? Consider this brilliant example from RealEyes:

We’ll be hard at work to make messages more accessible, more relevant for users with the hope of accelerating needed change.  Help us get there with your ideas and communication innovations!

A number of imminent, important happenings may help bring order and support to meetings industry professionals seeking to improve their commitment to the organization of sustainable events. First, the release of a report on the organization of the United Nations Climate Change Conference, Copenhagen (COP15) offers among the most recent examples of a sustainable event report. Exhaustive in detail and revealing of both planner failings and successes, the report will provide concrete examples of specific actions planners (and communities) can, and should, take to improve chances for a more responsible event. COP15, the first United Nations event to successfully seek compliance with the BS8901 sustainable event management standard , becomes the first to submit an event assessment report to feature Global Reporting Initiative compliance.

A corollary document to the COP15 report will also be released next week. Titled the “Copenhagen Sustainable Meetings Protocol” (CSMP), the whitepaper seeks to provide a framework for planners to integrate existing local and international certifications and standards for sustainable event management. Placing a special focus on BS8901, the APEX green meetings standards and the Global Reporting initiative for events, the CSMP gives clear guidance for developing strategy and for stakeholder engagement, which was a special hallmark of the COP15 event planning process. MCI Sustainability Services is proud to have authored the documents and to have participated in the watershed event and vibrant discussions which informed them. Information about the release of the documents can be found here next week. Here, too. For more sustainable events, stay tuned!

The GMIC is as much a tribe as it is a driver of business;  the culture is one characterized by palpable excitement and optimism for the potential of the future imbued with a fiery passion for leaving the world a better place.  Jaded enough, perhaps,  to know that idealism alone will not result in needed positive change for industry, members have come together to share best practices, uncover new technologies, and make incandescent the messages for the cause of sustainable, responsible ‘green’ practices for business.  In this way, this is an organization focused on creating business results in a faster, smarter way.

Next month, from 9 through 11 February, 2010 in Denver, Colorado, USA, the GMIC will hold the Sustainable Meetings Conference.

The emerging APEX Green Meeting Standards, itself a direct result of the passionate GMIC network of committed professionals, will serve as a framework for much of the content of the conference.

For any meetings industry professional who understands that we are stronger as a network of unified talents and voices, and who seeks practical resources and ideas to speed improved business performance, they are strongly encouraged to register and attend.  This conference is the most powerful conference and education experience for green meeting planners and suppliers.  Plan to come.

See you in Denver!

The pursuit of a standard which requires a commitment to reduced emissions is appropriate, but the Carbon Neutral “brand” needs to go.

Like a sassy ad for cigarettes, the current (pre-standard) ‘carbon neutral’ brand promotes unhealthy actions.  Event owners can now budget to offset varying degrees of carbon emissions and market the event with something that looks like responsible action although no effort to reduce event related emissions was planned.

Similarly, ‘carbon neutral’ smacks of the disigenuous.  ‘Neutral’ becomes re-defined by arbitrary parameters.  Did the measurement consider the emissions resulting from the production of the 20,000 square meters of carpet that will be landfilled or incinerated?  Probably not.  Still, the attractive ‘carbon neutral’ label is awarded. 

Granted, an investment in offsetting represents a still new and positive shift in how event owners account for the impact their meeting has on the climate. Further, the ‘carbon neutral’ standard, once released, will result in everybody using the same terminology and definitions.

Still, offsetting was never intended to be the solution, but one part of a multi-facted approach with emissions reduction requiring the most focus.  Even then, our response without a major effort to safely sequester carbon will prove inadequate to achieve the 350ppm to keep our familiar climate in balance.

Offsetting is not enough and ‘Carbon Neutral’ labeled events must not become the goal. Event planners and owners must do more.

One of the lessons from COP15 is the need for all actors to immediately commit to reducing emissions. The meetings industry, like other industries, must measure their Greenhouse Gas emissions and collaborate with respective stakeholders to set agressive goals to reduce total emissions while pursuing effective carbon sequestration, investment in–and efficient usage of– non-nuclear renewable energies in an effort to become ‘Climate responsble’.

Now, that’s a worthy label by any standard.

Your thoughts?