Is sustainability truly a driver of responsible decision-making in the meetings and events industry or are we adjusting to a variety of expectations from clients with diverse priorities?
It is our responsibility to guide clients toward more sustainable meetings and events, even when it is not explicitly requested in the brief.
Sustainability as a driver of event planning and decision‑making
Adopting this “sustainability militant” mindset is not always simple. Our industry is built on operational efficiency, especially for large global organisations like BCD Meetings & Events (M&E).
Designing more sustainable events demands more planning time, the right methodologies and tools, and a commitment to integrating sustainability indicators into every stage. This includes destination and venue selection, event design, emissions compensation, and post-event reporting. Sustainability is no longer a trend but a structural transformation in business and society.
From a macro perspective, many global companies have ambitious decarbonisation goals, yet meetings and events are often overlooked in these strategies. By 2030, an essential milestone toward net zero by 2050, our sector will face renewed scrutiny. With its strong ties to business‑travel emissions, meetings and events will gain more visibility and accountability.
Some believe companies might step back from sustainability because of geopolitical tensions.
According to PwC’s State of Decarbonization Report (2025), companies now set carbon targets nine times more frequently, and 37 per cent are increasing the ambition of their goals. The European Union’s recent simplification of CSRD (Corporate Sustainability Reporting Directive) requirements, which exempts many companies, did not lead to disengagement.
Based on a survey by sustainability and compliance software company Osapiens, 90 per cent of exempted companies still intend to continue sustainability reporting, and 86 per cent plan to follow full European Sustainability Reporting standards . Companies understand that dismantling hard-won systems and culture would only create long-term costs.
Post‑event sustainability actions and impact measurement
Transformation is accelerating. Today, we have affordable, collaborative tools that integrate seamlessly into the planning cycle. Impact measurement has evolved from a post-event emissions report to a strategic early-stage tool guiding destination and venue selection.
How sustainable choices influence event quality
Creating sustainable events is not complicated; the data, tools, and processes all exist. The real challenge is transforming these habits and traditions.
To help guide decision‑making, BCD M&E uses structured tools that outline high‑impact actions and provide scoring to compare event performance. These sustainability indicators work best when considered alongside other strategic factors: budget, business needs, travel inconvenience, and participant effort.
Hotels are also advancing quickly with net-positive properties, net-zero strategies, AI tools reducing food waste, and brands incorporating CO2 compensation for M&E spaces and services. Beyond measurable impacts, public opinion is a powerful driver. As climate-related extreme weather increases, social expectations rise.
According to the 2024 People’s Climate Vote, 80 per cent of people want stronger action, and 68 per cent say climate considerations influence major life decisions.
Communication in advancing sustainable event practices
This is why communication is essential. Meetings and events remain one of the most impactful corporate communication tools. We must speak more openly about how sustainable events can reduce costs, increase efficiency, and strengthen brand credibility, to contribute to more responsible corporate practices.
As BCD M&E’s global sustainability director, Thiago Araujo brings extensive experience in developing and implementing sustainability strategies across multiple sectors. Based in France with more than 15 years in business development and sustainability management, he leads the company’s global sustainability strategy by aligning operations with environmental and social objectives, and managing sustainable partnerships.
Previously, he held key roles at Volvo Group, GL Events, the 2016 Summer Olympics in Rio de Janeiro, the UN Department of Public Information, and the UN Rio+20 Conference, where he led significant sustainability initiatives.
She joins from Pan Pacific Hotels Group, where she was chief commercial and marketing officer, and has previously held senior roles at Jin Jiang International and Ascott .
He joins from senior roles with IHG, Wyndham and Rosewood, where he led hotel openings, repositioning and operational performance.
