ESG Initiatives: Optics versus Impact

The environmental, social, and governance (ESG) aspects of event operations are critical, however, not all ESG initiatives are created equally. To truly make a difference, businesses must prioritise actions based on their tangible impact rather than their potential to improve reputation or image.

The Trap of Prioritising Optics Over Impact

It’s easy to fall into the trap of prioritising ESG initiatives that offer the most visibility. While it’s great to provide reusable cups and set up composting stations at events, these efforts alone won’t significantly reduce a venue’s carbon footprint. They need to be complemented by larger, more impactful changes, such as addressing the biggest sources of carbon emissions—often those that go unseen by the public.

Prioritising the Biggest Environmental Impact

When considering carbon emissions as a measurement of impact, the majority of emissions for venues and events are related to Scope 3 emissions—those that occur upstream and downstream in the supply chain. This includes audience and staff travel as well as emissions from the goods and services your business procures, such as food and furniture.

One particularly striking statistic comes from a study of academic conferences: the travel-induced carbon footprint of a single event can amount to over 2000 tons of greenhouse gases—equivalent to the annual emissions of 270 UK citizens. Events like festivals also suffer from this issue, with 41% of emissions generated by audience travel alone.

How Event Planners Can Address Scope 3 Emissions

Instead of focusing solely on visible changes, venues and event planners can adopt the following strategies to reduce Scope 3 emissions and make a real impact:

1. Opt for a Venue with Great Transport Connections:

• Venues located near major train stations, bus routes, or with connections to bike-share schemes encourage attendees to opt for low-emission travel. Not only does this reduce individual reliance on cars, but it also makes the event more accessible to a wider audience. When choosing a venue, prioritise locations with strong public transport links and provide clear, accessible travel information to your attendees, ensuring they have sustainable options at their fingertips.

2. Promote Sustainable Transport Options:

• Partner with public transport providers to offer discounted tickets or shuttle services from key transport hubs.
• Use digital platforms like ‘You. Smart. Thing.’, which can nudge attendees toward low-carbon travel options. This platform captures data on audience travel, offering valuable insights for Scope 3 emissions reporting. See how Mash Media used this service in our case study here.

3. Local and Sustainable Supply Chains:

• Work with suppliers who use local, responsibly sourced materials. This reduces the carbon footprint of transport and supports sustainable practices within your supply chain.

4. Encourage Low-Carbon Catering:

• Offering plant-based menu options at your events can significantly lower emissions. Collaborating with caterers who focus on zero-waste practices can further reduce the environmental impact.

5. Enable Sustainable Visitor Travel:

• Offer incentives for attendees who travel sustainably, such as discounts for those who carpool, use public transport, or cycle to your venue. Provide clear travel information on your website to make sustainable travel an easy choice.

6. Offset Travel Emissions:

• While this should always be a last resort, offsetting your carbon impact can be an excellent way to manage the unavoidable event elements that leave a mark on our planet. Partner with a reputable carbon offset provider to offer attendees the option to offset their travel emissions. This can be a powerful tool for reducing the event’s overall carbon footprint.

Why Businesses Hesitate to Make Changes

Despite the clear benefits, some businesses hesitate to make changes because addressing Scope 3 emissions can be more expensive, harder to measure, and require specialised expertise. However, the demand for transparent ESG efforts is growing. More and more consumers are expecting businesses to show meaningful progress, not just offer lip service. In fact, only 23% of British consumers take ESG claims at face value.

The good news is that by being transparent about the progress your venue is making, you can strengthen your reputation while making real strides in sustainability. For example, the Royal Albert Hall openly discusses its carbon strategy, including the challenges it faces and areas where improvement is needed.

Communicate Your Big Changes

Once you've taken meaningful steps to reduce emissions, be sure to communicate those efforts. Use signage, social media, newsletters, and your website to share how you're tackling big sustainability challenges like travel and supply chain emissions. This will build trust with your audience and demonstrate that your ESG initiatives are more than just optics.

As we’ve seen from events like the CN Sustainability Summit, it’s possible to create an engaging, responsible event while keeping sustainability at the forefront. Tools like the ‘You. Smart. Thing.’ travel assistant can help venues and event organisers actively reduce emissions and capture valuable data on visitor travel, further boosting transparency.

Be Strategic and Transparent About Your ESG Initiatives

By prioritising real impact over reputation, your business will not only contribute to the planet but also build trust with consumers and partners. Remember, perfection is not the goal—progress is. Start by addressing the big sources of emissions, be transparent about your journey, and use innovative solutions to continue evolving your ESG strategy.

If you’re looking to take the next step in making your events more sustainable, consider using tools like ‘You. Smart. Thing.’ to manage travel emissions and capture valuable data on Scope 3 emissions reporting. Learn more by checking out our full case study here.

Author

Alex Townshend

Alex Townshend is a Sustainability Consultant at You. Smart. Thing. (YST), who helps organisations reduce carbon footprints and enhance visitor experiences through tailored travel plans.

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