Thought Leader: From Intent to Impact: Measuring What Matters in Sustainable Events

by Bronwyn Evans, Operations Director EMEA, Sparks

We only understand the difference we make if we measure it.

Sustainability is now a business imperative for the events industry rather than a buzzword.  While events have historically been associated with wasteful practices, single-use materials and a “build-and-burn” culture, the industry is now at an important inflection point. Real and meaningful transformation is happening, and clients, attendees and legislators are all inviting innovation by demanding change. We have a chance to lead by ensuring sustainability is both a creative and commercial advantage.

The real impact of sustainability starts with measurement. Because if you can’t measure it, how are you supposed to improve it?

In reality, business attitudes towards sustainable events vary widely, from ‘tick-box’ regulatory compliance to a genuine desire to embed ESG principles. There are still perceptions of sustainable choices meaning more cost and effort with little reward or business return. And many still hold the opinion that choosing sustainable means sacrificing the wow factor.

Yes, sustainable options can sometimes come at a premium. But creative, conscious design can deliver both tangible business impact (proving sustainability ROI) and leave a lighter footprint. And the idea that sustainable means bland is a narrative we urgently need to challenge. Through thoughtful execution and storytelling underpinned by data, we can show that sustainability can be stunning.

Rethinking everything.

One of the biggest areas of untapped potential is the shift from recycling to reuse and repurposing. Recycling may have once been the gold standard, but it isn’t the solution we’d hoped it would be. It still consumes energy, involves waste and relies on the right infrastructure.

The spotlight is shifting to circular thinking (which has a direct impact of cost efficiency and savings). This is where experiential agencies can show their creativity. How can we build once and use often? Can that graphic wall be modular and used at multiple shows? How can we design with second life and community benefit in mind? At recent events, we’ve created structures and branded elements intentionally designed for reuse across regions, and surplus materials collected for redistribution to local community organisations, ensuring value continues beyond the life of the event.

Circularity can be both material and cultural.

At Workday Rising EMEA at the RAI Amsterdam (a venue with Platinum EarthCheck certification), ‘Oscar’ the AI waste-sorting robot helped achieve a 94% waste diversion rate. At the event Sparks created the Sustainability Garden which encouraged attendees to vote on which environmental projects should benefit from their travel offset, turning a typically passive gesture into an active, values-led choice.  Meanwhile, in partnership with Maersk, we commissioned local artist Yosra Abbady to create a live artwork during the event. Her work, inspired by the theme of inclusivity, brought a human, community-driven element to the space.

Workday also found a clever way to extend the life of their materials, reimagining last year’s branded fabrics as one-of-a-kind recycled backpacks designed to give attendees something genuinely useful and meaningful.

As an industry we need to rethink how we build events. The challenge isn’t the ideas, it’s helping our clients and partners understand their immediate and long-term value. And that’s where data really makes its mark. We need to measure not just environmental impact but business value tracking cost savings through reuse, brand uplift through inclusive design, or improved trust through transparent reporting. The more we can show the measurable impact of smarter choices, the more compelling the case becomes.

Why Measurement Matters More Than Ever

Sustainability without data is just a nice idea. The only way we’ll truly change the industry and push our clients towards putting sustainability at the heart of their projects is if we can demonstrate progress with tangible metrics. That means moving beyond compostable cups and reducing swag and asking: What are we actually doing? What are the results? How can we improve?

Currently, industry measurement tools are in early stages of development and adoption.  By using consistent methodologies like ISLA’s Trace, we can build benchmarks, spot trends, and drive continuous improvement. These tools aren’t perfect yet. But they are powerful and they offer a starting point. The ethos I’ve embraced through my role as sustainability lead (supported by the training ISLA has provided) is progress over perfection. Report what you can. Acknowledge what you can’t. And use that information to improve, year after year.

It can be a tough journey to embark on. Every location, every iteration of your event, will have a different set of impacts. It’s therefore crucial that the whole event programme (London vs Amsterdam vs NYC; proprietary events vs exhibits) is measured in the same way so the impact can be analysed. It would be a mistake to make broad generalisations based on the impact of one version. The more micro the data, the more specific the improvements that can be made and the more impact you will ultimately have on reducing your carbon emissions.

Embedding sustainability from the offset

For sustainability to deliver its full potential and  to drive real change, we must embed it across the entire lifecycle of an event:

1. Pitch: Set the intention. Make sustainability a pillar, not an afterthought.
   
   
2. Design: Create with longevity in mind – modular structures, reusable assets, digital-first thinking.
   
   
3. Delivery: Tell the sustainability story throughout the event – for clients and attendees.
   
   
4. Post-event: Report clearly on the impact. What worked? What should be improved?
   
   
5. Forward-planning: Use the data to inform next year’s decisions and raise the bar.

There are already real signs of progress. The transition from plastic to compostable serveware, the adoption of recyclable materials and the dominance of digital are all positive trends. But the work doesn’t end there. Compostables still need composting. Digital still uses energy. That’s why transparency and measurement are both essential.

Measurement is the great differentiator and how we build trust, credibility and competitive advantage. It exposes what’s working and what’s not. It helps clients see where they’re driving value and where they’re ticking boxes. And it allows agencies and suppliers to provide tailored, event-specific recommendations that drive actual change.

Our industry is uniquely placed to prove that creativity and sustainability are not mutually exclusive. If we want to prove that experiences can be sustainable without compromise, we must lead with data. By embedding data-led sustainability into our thinking and process, and aligning it with ROI, we can position experiential not as a problem to be fixed but as a platform for positive change. It’s how we move from box-ticking to brand-building. From intent to impact. From good intentions to great experiences.