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Leslie Robertson, CEO, Open Audience, explains how technology can drive the events industry’s sustainable agenda.
The modern era brings a fresh perspective on events, driven by increased sustainability awareness and revelations from the pandemic about virtual platforms’ potential. As the CEO of an audience engagement technology firm, I’ve been privy to the transformative confluence of event design, purpose, and global obligations.
1) Event purpose and design
The primary reason behind an event, be it networking or a product launch, should dictate its format. Traditional in-person meetings, while effective, have come under the microscope for their environmental implications, particularly when they involve extensive travel.
The pandemic, however, showcased a robust alternative: virtual platforms. A report from the World Resources Institute highlighted that over 60% of respondents found virtual meetings “effective”. This realisation presents an opportunity to leverage a mix of in-person, virtual, and hybrid models to ensure engagement, while consciously decreasing our environmental impact.
2) Shift in expectations
The millennial and Gen-Z voices are becoming increasingly significant. There’s a perceptible lean towards environmentally conscious choices. Many question the logic behind overseas flights for events when equally engaging virtual alternatives exist. This sentiment was starkly evident in a recent poll, where 85% said that without quick, extensive modifications, the traditional event model faces “potential irrelevance” by 2030.
3) Realigning technology and environment
With European regulations like the Corporate Sustainability Reporting Directive and the EU Supply Chain Law propelling businesses towards sustainable practices, industries, including events, need to re-evaluate their strategies.
The aviation sector, pivotal for event travel, is under scrutiny for its emissions. Despite the exploration of alternatives like sustainable aviation fuels, a genuinely green solution remains distant. This underlines the necessity for virtual or hybrid events, which offer inclusivity without the ecological drawbacks.
Charting a sustainable future
To combat environmental challenges, technology is our staunchest partner. Hybrid models, riveting virtual platforms, and localised gatherings with extensive online outreach can ensure interaction without burdening the environment.
We must adeptly use technology to meet expectations and fulfil our environmental duty. Let’s envision event experiences that captivate audiences while cherishing our planet.
At Open Audience, we are technology-neutral, striving to minimise the carbon impact of all event formats. The road ahead might be demanding, but it beckons with the promise of efficiency, innovation, and sustainability — a legacy worth striving for.
