Conference Matters 142

SUSTAINABILITY

' Events are increasingly becoming ground for sustainable innovation'

host, we’ve now opted for a vegetarian default option, explaining our choice on the registration page. We also provide the option to specifically indicate if people want meat with their din ners. The idea behind this is that you can take the public and the organisation step by step through this process and that the switch to fully plant-based catering becomes an option at the next conference. Of course, it’s also an option to make a sta tement as a sustainable event and present yourself firmly as a frontrunner on this theme, where you can even set an activist tone. This must be a conscious decision with well thought out consequences. Events are increasingly becoming a breeding ground for sustainable innovation, in part due to initiatives from Innofest, for example. Today, there are countless examples of events where innovative and sustainable solutions are deve loped and tested together with the public. As an organiser, it’s important to closely monitor what’s happening in this area, including at other events and conferences. Let your colleagues inspire you.” “This depends on the type of event, partner ship and sponsors. First and foremost, it’s indeed important that you choose to work with parties that have the same core values. Additionally, it’s essential to clearly communi cate your sustainability vision and objectives with the stakeholders of the event or confe rence. If you want to make certain aspects of the event or conference more sustainable and can How can you collaborate with partners and sponsors to communicate a steady message about sustainability?

lity, you would need to ensure that every aspect of the organisation is organised as sustainably as possible.” As an organiser, how can you encourage participants to actively contribute to sustainability goals before, during and after the event? “Providing clear and convincing information is an important element. Make sure that there’s clear and positive communication before and during the event about how to keep your foot print as low as possible as a participant. Provide information through your platforms about the most sustainable ways of travelling and, for example, encourage the use of bicycles. And facilitate it, too. During the event, it’s essential to inform and communicate about all the ways in which parti cipants can or should contribute to a more sus tainable event. It not only creates awareness but also offers perspectives for action. Fortunately, a lot is now possible to make events more sus tainable at the front-end, to name just a few: waste separation, digital communication instead of print, recycling points, reusable products, etc. It is also good to explain why you’ve made certain sustainable choices when setting up the event, especially if they can cause resistance. For example, when opting for plant-based catering, explain why in a way that suits the target group and the tone of voice of the event.” Are there specific approaches or activities that you find effective? “At the conference we hosted, a completely plant-based menu unfortunately turned out to be a bridge too far for the association. As a

And it’s very unfortunate. Firstly, we know from research that sustainable events appeal to peo ple who are already very involved in sustainability. But also because it increases the public’s aware ness and understanding of sustainability topics. In addition, communicating about sustainable aspects can positively spill over to other events. The dance festival DGTL is a good example of this. If you can send information about inno- vative sustainability initiatives into the world, it can also have positive brand effects because it generates publicity.” Should sustainability be a separate theme, or is it more effective as an integral part? “This depends entirely on the type of event. There are events that focus on sustainability or tend to have a large carbon footprint, and events that mainly look at making existing activities more sustainable. The type of event, focus and objectives play a role in this choice. Treating sustainability as an integral part of all sessions and streams emphasises its impor tance and embeds it in all aspects of the con ference. However, this isn’t always relevant or feasible. We’re organising a scientific conference (the European Media Management Association con ference) in June with a broad main theme that is separate from sustainability. Integrating sustai nability into all sessions or streams isn’t possible or even desirable. But if sustainability is the main theme, integration in all sessions is self-evident. In addition to embedding sustainability content in programmes, I believe that every event should carefully investigate how the organisation and implementation can be as sustainable as possible. For events that focus on sustainabi

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