Event professionals can be part of building a better world through improved corporate event sustainability, but it comes with challenges, such as growing regulatory requirements.
Incentive travel and events industry leaders are currently managing increased risk and challenges associated with climate change. To protect natural beauty and global safety, we must prioritize socially and environmentally responsible practices. Evolving events to accomplish sustainability goals requires strategic conversations at every phase of planning. But not all event marketers feel prepared to take on these discussions.
In my role as co-chair of the SITE Sustainability Community and as a participant in key industry initiatives like Destination Canada’s Sustainability Roundtable, I’m committed to sharing solutions that drive collective impact. Let’s explore ways to embed sustainability into corporate events.
Introducing event-specific sustainability goals
Sustainability decisions shouldn’t be siloed within a single department. Successful corporate social responsibility spans the enterprise, with cross-functional teams working from shared definitions toward global goals. Connecting event-specific choices to organizational and even global goals encourages decision-makers to consider strategic perspectives and long-term consequences.
The United Nations Sustainable Development Goals (SDGs) encompass 17 thematic issues, all of which touch the event industry in some way. From responsible consumption and production, to concerns about clean energy, resource use, poverty and hunger, the SDGs cast a vision for a better world.
As event professionals, putting our passion for advancing the SDGs into practice hasn’t always felt easy. In 2025, I joined fellow sustainability experts in our industry in collaborative efforts to develop Sustainable Event Goals or SEGs. We set out to translate acronyms, accounting standards and regulations into terms that apply to event planners’ responsibilities.
The SEGs cover the full sustainability umbrella of environmental, social, economics and governance. They interpret broad SDGs like “climate action” into event-specific goals like “low-impact travel and logistics.” At IMEX Frankfort in May 2026, our team will share this work, which bridges the gap from accessibility to sustainability. I welcome conversations to dig into the goals and their intended impact.
3 ways to enhance sustainability in event execution
Once your event starts, don’t forget about sustainability. Make attendees and the on-site team aware of the overall sustainable event vision and specific initiatives. Empower people to know their role by using these three steps.
1. Highlight sustainable event design strategies in communications.
Relay the “why” behind sustainability choices, like using an app in favor of shipping printed materials to the event. This connects what they see (or don’t see) to purposeful and intentional choices. Consider including a “sustainability commitment” in pre-program communications. These types of commitments highlight practices like bringing a reusable water bottle.
2. Create an event sustainability playbook for the on-site team
Align the on-site team to address any attendee questions about choices. For example, include information about how the buffets are designed to decrease food waste and the overall emissions footprint of F&B.
Related: Check out the risk management resources for playbook inspiration
3. Track key sustainability measurements
Most major airlines provide emissions calculations when tickets are purchased. Hotels under brands such as Marriott and Hilton now provide post-program reporting for events. This data is valuable for understanding the footprint of an individual event and a helpful reference for future planning.
Too often, organizations view sustainability through an “all or nothing” lens. When we’re evaluating sourcing options, I encourage event leaders to frame choices on a good/better/best continuum. If selecting the “best” sustainability-aligned option isn’t always possible, don’t let that prevent your team from prioritizing “better” alternatives.
Related: How creatively integrating multi-use, eco-friendly materials, local partnerships and reusable branding delivered on our client’s sustainable event vision.
Define your formula for reporting sustainability success
Taking a proactive approach to sustainability reporting is especially important with the ever-evolving regulatory landscape. For instance, in 2026, the formerly voluntary disclosure frameworks of the California Air Resources Board (CARB) evolved into regulatory-grade standards. As PwC outlines, California’s climate laws represent a defining moment for many companies.
Even if your company isn’t directly required to report under laws like these, we're seeing the companies that must comply ask more questions of their suppliers when it comes to emissions reporting.
The best sustainability reporting provides clear accounting of impact measurements towards standards and goals. It also connects sustainable event design to a broader narrative about organizational values and corporate social responsibility.
As an experiential marketing agency working with clients across industries on worldwide events, we've developed internal tools to incorporate sustainable choices at every phase of event planning and production.
Want to design more sustainable events? Explore these questions to encourage supplier accountability.