Is Becoming More Sustainable, Sustainable in Itself?

In the fast-evolving world of events, one question has started to echo louder than ever: is becoming more sustainable… sustainable in itself?

As industries grapple with ESG targets and evolving consumer expectations, sustainability is no longer a fringe consideration; it’s a central pillar. But with the increasing pressure to go green comes a fair and complex concern: how far should sustainability efforts be taken before they start to compromise production efficiency or strain operational budgets?

Over the past two years, as Headline Sponsors of the Conference News Sustainability Summit, Giant iTab has had a front-row seat at some of the industry’s most candid and compelling sustainability conversations. Across two consecutive years of roundtable sessions, there’s been both consistency in commitment and a shift in focus—clear signs of a maturing dialogue.

Below are key takeaways from these summits, and reflections on whether sustainability practices are truly making a difference in the events world.

CONTACT DETAILS:

Address: 4 Podmore Road, Wandsworth, London, SW19 1AJ
Phone: +44 (0) 7810 893911
Email: [email protected]

SOCIAL MEDIA

Recent Updates

The Urgency of Food Waste

One of the most telling shifts this year? Food waste stole the spotlight. What was once a footnote became the emotional and operational centre of the discussion. Accurate headcounts, proactive redistribution platforms like OLIO, and venue-supported logistics were all hot topics. And the tone changed. This wasn’t about abstract climate impact, it was about people. Feeding those in need instead of discarding quality meals lent a human dimension to the sustainability conversation that few other topics have managed.

It’s also a striking example of low-tech, high-impact sustainability. Reducing food waste doesn’t require revolutionary tech or major capital investment, just better planning, coordination, and partnerships.

Venues: From Box-Tickers to Change Makers

A recurring call from organisers was for venues to step up as sustainability partners, not just passive providers. The expectation now extends far beyond recycling bins and tick-box policies. Event organisers want venues that can:

Connect with local charities for leftover food
Embed sustainability into logistics and load-in/out schedules
Support circular economy practices at scale

While some venues are embracing the role, inconsistency remains a concern. For sustainability to be sustainable, the whole supply chain; including venues needing to be aligned, invested, and accountable.

From Metrics to Movement

In 2024, carbon tracking was a central focus. In 2025, it took a backseat, not due to reduced importance, but because many are moving from tracking to acting.

Still, the need for universal, user-friendly carbon tracking tools persists. The appetite is there, but without accessibility, even the most willing organisers can get stuck.

Sustainability leaders in the room also reinforced that transparency and long-term benchmarking are key. If we’re not learning and iterating, we’re not truly moving forward.

Mindset Shifts & Momentum

Across both years, the most encouraging sign was a growing maturity in sustainability thinking.
What once felt like a flurry of ideas has become more structured:

Theory has given way to application
Pilot projects have become repeatable strategies
Success stories are now shared as learning tools

There’s a new comfort with experimentation, failure, and course correction, all of which signal a healthier and more honest approach to sustainable transformation.

Digital First, by Design

Perhaps no sustainability win has been more clear-cut than the shift away from printed materials. From QR codes to RFID to dynamic digital signage, the tools are more sophisticated than ever. And they’re not just reducing waste, they’re offering real-time flexibility and efficiency that print could never match.

But a recurring reminder echoed in the room: use what you already have. Even in digital transitions, circular thinking matters. Don’t throw away printed materials just because a new tech tool has launched. Sustainability must always be about balance, not just newness.

Rethinking Giveaways and Gifting

The once-unquestioned staple of event marketing—the swag bag—is under intense scrutiny. Rather than just cutting back, many organisers are redefining what a “gift” can be.
Ideas included:

Digital vouchers
Donations to charity in attendees’ names
Products from social enterprises
Reusable, meaningful, or purpose-driven items

Yet, internal friction remains. Sales teams often still favour traditional merch. This is a space where change management matters just as much as innovation.

Modular Thinking in Stand Design

One of the clearest areas of tactical progress has been in modular and reusable stand design. Technologies like BeMatrix frames, recyclable lightboxes, and even cardboard builds are no longer fringe ideas, they’re becoming standard practice.

We heard inspiring examples: old banners repurposed into tote bags, stands designed to be reused across multiple shows, and client education programs to dispel the myth that “sustainable = subpar.” The challenge now is scale. Creativity is abundant—wider adoption will come down to education, trust, and proof.

So… Is Sustainability Sustainable?

It’s the question that underpins all of this. Can the events industry afford to be more sustainable? Can it afford not to be? As with most things, the answer lies somewhere in the middle. Sustainability must be:

Pragmatic – able to work within existing budgets, not beside them
Strategic – prioritised like finance, not treated like a marketing fad
Integrated – embedded into the whole lifecycle of event planning and production

Yes, it may sometimes cost more upfront. But those costs often come with long-term savings, both financial and reputational. And yes, it may impact how production is done, but that impact is a reflection of necessary change, not compromise.

Looking Ahead

The path forward isn’t perfect, and we shouldn’t pretend it is. There are still barriers, cost, inconsistency, inertia, but there is also undeniable momentum.

The conversations we’ve witnessed and contributed to over the past two years reflect an industry in motion: no longer satisfied with greenwashing, and increasingly willing to invest in real, scalable solutions.

At Giant iTab, we’re proud to support these dialogues and even prouder to see progress being made.

Sustainability may not be a silver bullet. But with the right mindset, the right partners, and the courage to challenge outdated norms, we believe it can be sustainable in itself.