Event industry needs to focus more on sustainability

Event professionals should be more concerned about the green credentials, then use this information as a competitive differentiator, one expert has claimed.

Dru Morton, who is the ‘Green Advocate’ at England rugby HQ Twickenham, told meetpie.com that events professionals need to stay “ahead of the game” where sustainability was concerned.

He went on to add that anyone who shuns green measures may risk negatively impacting their bottom line, as sustainability programmes often offer a competitive – and therefore financial – advantage.

Morton’s comments come at a time when sustainability is again becoming a hot topic. Following on from Britain’s escalation to global leader in terms of efficiency at the time of the 2012 Olympics, this status is now deemed to have waned, which was the outcome of an investigation by the All Party Parliamentary Group for Events.

The end result of this investigation was that events professionals should be more open about the issues of sustainability, acknowledging both the good and bad of the industry, before then looking to work further on it, businessvisitsandeventpartnership.com notes.

Offering his own take, Morton said: “Events are a primary communication platform for any organisation.

“They are a shop window for a brand, and any organisation with stated sustainability of corporate responsibility commitments will find it increasingly important that its events actively and visibly reflect these standards.”