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Virtual format events surged in response to the pandemic in 2020.
And as you might imagine, they have a minimal environmental impact given the absence of travel, hotel stays, the production and consumption of portable foods and drinks, and all the rest.
On the other hand, in practice pretty much no one said: “This format is amazing, we should stay virtual forever.” The fact of the matter is, so much of what conferences are about disappears or is severely degraded when people can’t make in-person connections, learn in the actual presence of an expert, network, have mind-expanding local experiences, and so much more. It’s no wonder that once in-person events returned, participants surged back, relishing the human connection.
In-person events have all the sustainability considerations we’ve discussed in previous articles including signage, swag, and other collateral. Ultimately, though, the largest impacts are in air travel, ground transportation, lodging, food and convention center facilities.
While great strides have been made around alternative energy for facilities and reductions in food waste—sustainable air travel remains elusive. Let’s take a look at the options.
The choice of virtual or in-person events is not necessarily binary. Many events have retained some degree of hybrid format—with a mix of live and online content.
Producing both channels does have cost implications. Essentially, you’re producing a television show and a live in-person event. Our experience has been that while a number of our clients originally maintained virtual experiences for a few years after in-person events returned, most are scaling back these virtual offerings to focus resources on the in-person format, which attendees overwhelmingly prefer.
The legacy of the virtual event, however, is that these in-person events are now expected to be enhanced by virtual touchpoints and offerings. That means communications and registration experiences must be flawlessly designed, on brand, and compelling. And the importance of gamification, social experiences, event apps, and interactions that blur the lines between physical and virtual is growing fast.
The Professional Convention Management Association (PCMA) held a climate session at their “Convening Leaders 2023” event. Climate scientists and event professionals wrestled with the complex problem, acknowledging that air travel is the core element of the industry climate footprint. Everything else is “working around the margins”.
…if you don’t help to tackle the issue of air travel, you’re never going to be able to move the needle very much.
Huber cited a study that calculated typical conference emissions as approximately 1 ton CO2 per person.
Other options include evaluating the make-up of events. Distributed events can be consolidated for efficiencies of scale. For the PCMA event, that approach saved 20-25% in emissions. Conversely, larger events might be distributed into more localized satellite events to reduce travel distances. These localized events can connect and share content. This has the potential to reduce overall travel impacts, but it becomes more challenging with global audiences across many time zones.
Unfortunately, aviation emissions remain largely out of the control of event planners, even while in-person events are dependent upon them. Actions are being taken by interested parties. The Singapore Tourism Board, as a part of their sustainability roadmap, actually invested in domestic production of sustainable aviation fuel. But truly sustainable air travel remains elusive and at the very least is a future aspiration not only for corporate events, but for humans love of travel and seeing the world in general—the challenge isn’t unique to corporate events.
While planners may not be able to change plane emissions on their own, there are avenues being considered and tried. For internal company events, some leaders are considering a form of carbon credits. This would give employees a “budget” of carbon emissions to spend in the way that maximizes human connection—but limits impact overall.
Other events purchase carbon offsets or plant trees to balance out the impact. There are several reputable organizations that help to calculate total carbon footprint for an event—and then provide ways for companies to purchase “offsets.” Those resources are then used to fund nature and community-based projects to protect and develop global resources. To select an offset partner, consider the certifications from Verra, Gold Standard, American Carbon Registry, and/or Climate Action Reserve.
As always, there is never one silver bullet to these challenges. There are a whole array of changes we have to make, from on the track to where we work.
According to F1 racing’s 2019 sustainability report, it now aims for a 2030 net zero emissions target. When they made the commitment in 2019, the entity emitted 256,551 tonnes of CO2. This carbon footprint is emitted by 10 teams, 20 car units, and 23 racing events in various locations. Interestingly, a very small amount of its total carbon emissions, less than 1%, came from the use of F1 cars. The bulk of the footprint (45%) came from logistics or emissions from air, sea, and road transportation.
This is the same with other popular sports where the majority of the pollution is from players and fans traveling. One of the US National Football League (NFL) teams, the Houston Texans, buys carbon credits to offset the footprint of their flights to other cities.
Reduction commitments and carbon offsets aren’t a panacea, as the quote above from Ross Brawn makes clear. But the seriousness and commitment of leaders in these carbon-intensive fields provides an example for others. They can lead the way to broad based change while preserving, or even enhancing, these experiences we’ve come to cherish and which form the basis for so many human bonds and connections. Corporate events can draw on such innovation in their own quest to do their part with respect to emissions and sustainability.
Corporations are increasingly committing to ambitious “net-zero” or even “net-negative” sustainability pledges. Yet what that means is complicated and opaque, and some companies are struggling to implement plans and deliver on their commitments. Net Zero Tracker, an independent group that follows corporate pledges, found that half the world’s largest 2,000 publicly listed companies have a net zero target. This has prompted calls from UN leaders to establish tougher, more transparent standards and reporting.
Corporate event planners can embrace these calls for transparency. In fact, they should make it part of their brand. Increasingly, walking the walk of sustainability is not only the right thing to do—it’s good business. You can read more about what some of our clients have done to reduce waste impact at events in an earlier article and how it builds brand equity. The same is true for commitments regarding net-zero or less carbon events. Make the effort. Be transparent. And tell people about it!
As the landscape of corporate events continues to evolve, the focus on sustainability remains paramount. Virtual events, while more environmentally friendly, lack the irreplaceable human connection of in-person gatherings. Hybrid formats offer a compromise, balancing ecological impact with the benefits of face-to-face interaction. The challenges of reducing the carbon footprint, particularly from air travel, persist as significant obstacles.
Nonetheless, innovative solutions such as location strategies, carbon budgeting, and offsetting initiatives are being explored. The commitment of corporations to net-zero pledges underscores the industry's dedication to sustainability.
While the path forward is complex and requires multifaceted strategies, the ongoing efforts by event planners and industry leaders are crucial steps toward a greener future for corporate gatherings.
Check out our previous articles in the Greening Corporate Gatherings series:
