How to organise more sustainable events part III

The main objective of events is to create impact. Business impact, achieving certain objectives or audiences and establishing long-term customer relationships. In the context of over-consumption, resource drain and climate change, perhaps inspiring positive behavioural change is an impact that also matters a lot. In the last two articles, we have focused on ways in which you could make your event more sustainable in terms of planning, recycling, venue and suppliers. Today our focus would be on the attendees; the steps you could take to involve them in your sustainability campaign and how to inspire them to talk more about this topic, incorporate green habits and generally be part of the change we all need to see.

The first step is to keep them informed. After you have created your sustainability strategy, make sure you communicate it to your attendees through an online newsletter or by creating a special tab on your event website, where you inform them about all the steps you are taking to make your event greener. Invite them to give suggestions by filling in a special form, making them feel part of the event even before the event starts. People are generally more attracted by stories than by statements, so create a story for your event, complete it with a greater purpose than the main commercial objective.

Most events today include an entertainment programme, some at the end of the event, some in the middle, depending on the overall format. In addition to the standard coffee break or a visit to local landmarks, you can include eco-friendly activities such as planting a tree or a waste recycling competition. Turn the waste management process into a fun game: for example, you could divide attendees into groups and each group could have the objective of collecting plastic/glass or paper waste. Don't forget to encourage the winning team with a small prize. People are moved by positive messages, so involving them in meaningful activities and spreading awareness will certainly pay off.

There is a very important psychological aspect to encouragement and complements. These forms of constructive leadership always inspire people to perform better. That is why, after you have created and executed your campaign, it might be a good idea to give your attendees a sustainability certificate, a document, acknowledging that they have been part of a sustainable event. In the long run, these small details will generate more engagement from your attendees. People like to participate and be part of meaningful causes. Creating a platform at your event that allows them to do this is a great way to achieve your goals, both commercial and sustainability. So be creative, be positive and the results will not disappoint.