Sustainability as an Attendee Expectation (Not Just an Event Initiative)

The conference experience has changed a great deal. With millennials and generation X the most populous generations in the workforce, and generation Z being the fastest growing workforce segment, today’s attendees bring different and heightened expectations for events that far exceed past generations—and sustainability practices are right at the top of the list. 

The Waste Problem in Plain Numbers 

The events industry remains one of the largest waste producers globally. Recent reports compiled by the UN Environment Program (UNEP) and the Events Industry Council (EIC) identify a broad range of concerning figures, including 51 percent to 71 percent of waste generated at conferences and events typically going into landfills. Further, a significant portion of that waste comes from unused promotional materials, packaging, and unconsumed food. The average conference attendee produces nearly 4 pounds of waste per day with approximately 2.55 pounds of that daily waste sent directly to landfills.  

According to a WifiTalents study, there is hope when you consider 80 percent of professionals identify sustainability as a top priority, 80 percent say they are willing to pay more for sustainable options, and 91 percent want stronger social impact and diversity. That’s the good news, but the question remains, how do we get from where we are to where we need to be in addressing this issue? 

Associations Leading by Example 

John Good, director of events, technology, and member engagement for the National Club Association (NCA) says, “At the National Club Association, we make every effort to minimize our impact on the environment. I’m not saying what we do is new by any stretch of the imagination, but we do promote practices that reduce waste while elevating the member experience. It makes sense for us ethically and financially, and it makes sense for the environment.” 

Some specific recent conference examples he cites: 

• Working with venue staff to minimize single-use plastics 
• Providing attendees with a high-quality, tastefully designed, PBA-free reusable water bottles for use at hydration stations—swag that retains value beyond the event and can be used throughout the year   
• Requesting reusable glassware and biodegradable serve ware from our venues 
• Minimizing shipping volume 

At NCA, “gone are the days of local landfills fed by out-of-town conference waste,” he says. 

Charlene Lopez, executive vice president and chief sales officer for the Atlanta Convention and Visitors Bureau echoes those sentiments.

Building Community Through Sustainability 

Annie Daniel, Ph.D., founder of the National Association of Black Veterinarians and the Institute for Healthcare Education Leadership and Professionals, strives to create a welcoming and safe environment at NABV, where attendees can exhale and feel free to be themselves, develop natural networks, and grow as leaders.  

“As it relates to sustainability, she says, “we create opportunities for attendees, presenters, and vendors to do site visits to myriad locations that deepen their ability to connect with the veterinary profession and communities across the New Orleans metropolitan area where our conferences have primarily been held. This provides for an ongoing sustainable connection to our profession and the community.   

“Prior to the actual conference and during the event, we utilize electronic platforms that reduce the utilization of paper waste. We also provide watering stations for attendees and encourage the use of water bottles versus a reliance on products that could end up in a landfill.”

Two Priorities for Event Organizers 

While these leaders’ responses have some overlap in terms of sustainability and enhancing the attendee experience, they also point to some additional areas of need to be addressed. 

First, in order to address social and environmental impact, conference organizers need to understand the expectations and perceptions of their attendees. The days of “if you build it, they will come,” are behind us — particularly if attendees don’t believe event organizers are heeding the call to behave in a socially and environmentally sustainable manner. This can be readily addressed by ensuring messaging around the goals of the conference include not only the educational aims of the event but the broader impact on the community and issues of sustainability. 

Second, organizers need to create opportunities for attendees, presenters, and vendors to engage with the community where the event is located, which can foster a deeper connection for participants to support those communities long after the conclusion of the conference. 

This can include some of the following practices, which support and expand some of the goals identified above.  

Practical Steps: Environmental Sustainability 

• Ensure venues selected are LEED (Leadership in Energy and Environmental Design) or BREEAM (Building Research Establishment Assessment Method) Certified. 
• Use facilities that emphasize waste reduction strategies to rethink, refuse, reduce, reuse, and recycle. 
• Employ eco-friendly caterers that prioritize and source seasonal, organic, and local food to support regional food production operations and reduce transportation carbon emissions. 

Practical Steps: Social Sustainability 

• Partner with local charities that support food rescue programs that promote responsible donations of excess meals. 
• Actively design and implement sessions that address social innovation, community development, and local health concerns. 
• Encourage and engage attendees to participate in sustainability initiatives while attending the conference through interactive workshops, eco-friendly challenges, or volunteer opportunities in the community like packing meals for underserved individuals, neighborhood clean-ups, tree planting, and other activities. 

A Collective Responsibility 

• In the end, it behooves all constituents in the process to become involved with organizations that interface with meeting planners and other stakeholders to ensure voices that speak to sustainability and the overall attendee experience are heard.