A coalition of global business events leaders launched the Sustainable Event Goals (SEGs) at IMEX Frankfurt 2026, establishing the industry’s first globally aligned roadmap to embed sustainability across the event lifecycle.
The framework features 13 interlinked goals designed to translate the United Nations Sustainable Development Goals (SDGs) into actionable guidance for organisers, suppliers, and destinations. The SEGs are structured around three pillars: environmental, social, and economic governance, aiming to guide operational decisions ranging from venue selection and transit to waste management and community impact.
The initiative stems from Destination Canada’s inaugural Business Events Sustainability Roundtable held in Montréal in April 2025, which identified a gap between high industry ambitions and practical execution. Developed by a volunteer-led, cross-sector working group, the framework is designed to complement existing standards without duplicating effort.
The SEGs have secured endorsements from major industry bodies, including Destination Canada, PCMA, Convene 4 Climate, Events Industry Council (EIC), Kenes Group, and Amex GBT Meetings & Events.
EIC’s president and CEO Amy Calvert emphasised that the new goals will serve as a “unifying resource” to support the council’s ongoing standard-refinement efforts, providing the global business events community with the clarity and accountability needed to achieve measurable sustainability outcomes.
“Sustainability only delivers real impact when it is embedded into everyday decisions. The SEGs respond to a clear need within our industry for greater alignment and practical direction, helping organisations move from ambition to action in a consistent and credible way…,” stated Kenes Group’s CEO, Ori Lahav.
