As we have seen in a previous blog about the power of visual communication in the workplace, one picture says more than a thousand words. Looking at this eye-catching (and eye-opening) graph representing the number of earths needed for different countries’ lifestyles, based on the data from the Global Footprint Network, we simply can’t ignore the urgency to act as from now.
This graph emphasises the pressing need to prioritise sustainability in our practices and policies. It’s not only about addressing current challenges, but also about safeguarding a liveable planet for future generations.
As the term ‘sustainability’ is on everyone’s lips lately, let’s reflect on the true meaning of this term. If we refer to the Merriam-Webster’s Dictionary’s definition, sustainability is a “method of harvesting or using a resource so that the resource is not depleted or permanently damaged”. To put it simply, sustainability means fulfilling our current needs without compromising the ability of future generations to meet theirs.
A common misconception about sustainability is that it’s solely focused on the environment. While protecting the planet is both a driver and a result of sustainable practices, sustainability also aims to ensure future economic opportunities and the long-term well-being of humanity. This can be achieved at every level, from individual actions to community initiatives and broader policy reforms.
As such, companies play a tremendous part in this global fight against carbon footprint. In the age of increasing environmental awareness, businesses are being called upon to rethink every aspect of their operations—including how they run corporate events.
From internal events to trade shows and conferences, these gatherings are often significant contributors to waste and carbon emissions. On average, events create 2.5 pounds (approximately 1.1 kilograms) of landfill-bound waste, per person, per day. That’s a lot and it confirms one thing: the move to sustainable events isn’t just a trend—it’s a necessity.
However, as many companies are indeed discovering, going green in event planning is no small feat. At PwC Luxembourg, we are committed to creating sustainable events that minimise environmental impact. Rising to this challenge is part of our promise to drive positive change
As mentioned in our 2024 Annual Review ‘Embracing change for more sustainable success,’ we proudly obtained the Green Business Events logo for our two largest corporate events: the ‘Xmas market’ and ‘Staff Day’ (a dedicated day to celebrate and engage with our staff members).
Our objective is to promote eco-responsible events in Luxembourg, and to develop, in collaboration with industry stakeholders, sustainable event solutions. As the first private employer to receive the Green Business Events logo, we want to apply its guidelines to all future events. This is a true recognition of our deep commitment to reducing our environmental impact.
As we joyfully embrace the season’s warmth and magic, our iconic ‘Xmas market’ takes centre stage, bringing the spirit of winter to life. But have you ever wondered: what are the main ingredients for organising a sustainable event, and what challenges should be considered along the way? In this blog, we take you behind the scenes of our beloved ‘Xmas market’ to unveil the sustainable secrets (well, at least most of them) behind the recipe. Without further ado, let’s embark on our green journey.
The why behind sustainable events
First, we would like to address why corporations are even considering the transition to sustainable events. Let’s face it: the climate crisis has become an undeniable reality. With the global push towards reducing carbon footprints, companies are under immense pressure to lead by example. Stakeholders, employees, and customers alike are increasingly aligning themselves with brands that demonstrate a commitment to sustainability. Corporate events, being large-scale and resource-intensive, are natural targets for reform.
For example, a typical conference generates enormous amounts of waste—think of single-use plastics, paper brochures, and uneaten food, to name a few. Additionally, flights to and from events leave a sizable carbon footprint. It’s no longer just about avoiding a bad reputation; it’s about implementing our Corporate Sustainability Strategy concretely and fostering a reputation of responsibility and forward-thinking leadership.
In our view, this growing focus on making corporate events more sustainable is driven by:
- A growing awareness of corporate environmental and social impact;
- An alignment with corporate responsibility and sustainability goals;
- The desire to enhance employee engagement and build trust with stakeholders;
- The need to reduce waste, carbon footprint, and reliance on single-use plastics;
- The opportunity to support local and ethical vendors.
Finally, there is also the regulatory aspect. The European Union’s Corporate Sustainability Reporting Directive (CSRD) requires companies to report on their environmental impact across many areas, including events.
For us, this means looking closely at things like the carbon footprint of event-related commuting and ensuring catering practices support waste reduction and the circular economy. The CSRD isn’t just about compliance. It provides a framework to “act” in a standardised way and helps us to weave sustainable choices into every aspect of our events, reducing our impact and supporting a greener approach to event planning.
But, as we’ve mentioned earlier, businesses are quickly learning that the journey to sustainable events is filled with challenges, and our corporate move to a sustainable ‘Xmas market’ is no exception.
The roadblocks to going green
Transitioning to sustainability in event planning comes with its share of complexities, which is why it’s not as simple as saying, “We’ll just go green.”
Here is the checklist of the potential drags to the sustainable move that you would need to consider:
- Costs can be high
On a prosaic side, sustainable choices often come with a higher price tag—at least in the short term. Using eco-friendly materials for booths, sourcing locally-grown organic food, or offsetting carbon emissions from travel, require a larger budget than the traditional alternatives.
- Vendor limitations
Sustainability in event management depends heavily on the ecosystem of suppliers and vendors. Unfortunately, many suppliers aren’t yet equipped to provide eco-friendly options. Whether it’s biodegradable cutlery, sustainably sourced materials for signage, or even clean energy to power the event, these resources can be limited. In certain regions, finding vendors that align with a company’s green mission can be extremely difficult.
From our experience, it’s not easy to challenge the “status quo”, but on a positive note, we succeeded in onboarding our suppliers in the adventure and improved our sustainability practices together. For catering, for instance, meeting the criteria to earn the logo was a double challenge for our supplier, Sodexo: it meant sourcing local, labelled, and quality products.
Overall, it’s a financial and logistical hurdle that requires the involvement of all relevant stakeholders, including suppliers, sponsors, and organisational and infrastructure teams to comply with the criteria. Back to the Green Business Events logo, our PwC ‘Xmas market’ team followed a practical 64-criteria checklist, shared with potential suppliers to set the tone for sustainable events and onboard them.
Additionally, we received three months of free assistance from Oekozenter Pafendall—a non-profit organisation in Luxembourg advocating for sustainable lifestyles and a circular economy—in order for us to be able to meet the criteria.
- Greenwashing risks
Another challenge in the move toward sustainable events is ensuring that companies are truly making a difference rather than merely paying lip service. Greenwashing—where businesses falsely market themselves as environmentally friendly—can lead to distrust among stakeholders. Navigating this landscape ethically requires genuine investment in sustainability initiatives, backed by measurable and transparent actions. It’s worth highlighting, though, that greenwashing risks are now highly mitigated by compliance and regulations.
- Logistical hurdles
Planning an event is already a massive logistical undertaking. Adding sustainability to the equation can make things even more complex. For instance, incorporating waste management practices, like composting and recycling, requires careful coordination with venues. Opting for sustainable transport options like electric vehicles or carpooling may limit flexibility for attendees. It’s not just about minimising impact, but also about keeping the event smooth, enjoyable, and functional.
What does a sustainable event look like?
Despite these hurdles, the road to sustainability isn’t impossible. In fact, like us, many corporations are already finding innovative ways to host greener events. Here’s what a truly sustainable corporate event might look like:
- Green venues: these venues use renewable energy, offer waste reduction programmes, and have built-in sustainable practices like water conservation.
- Digital solutions: ditching paper for apps, e-brochures, and QR codes can significantly reduce waste. Virtual attendance options are also increasingly popular to minimise travel. In this regard, our clients and our People receive their respective invitation for our Xmas market in a digital format.
- Sourcing sustainable vendors for the catering: serving organic, locally sourced food and eliminating single-use plastics are becoming the norm for eco-conscious events. Regarding the food and drinks provided at the ‘Xmas market’, at least 50% are either from the “≤ 100 km” region, fairtrade and/or organic farming. We favour Luxembourg products, preferably organic, or, if not possible, certified products (for instance, fairtrade salmon) as well as homemade recipes (for example, waffles, pancakes, and burgers).
- Sourcing sustainable materials: given the ban on single-use waste, we have worked to transition from single-use dishes to 100% reusable ones. Therefore, all tableware and cutlery are reusable. We are the first private employer to do this for a corporate event of such a scale.
Moreover, selective waste sorting is in place during the set-up, dismantling and throughout the four days of the ‘Xmas Market’. Rubbish bins aren’t available and everything is sorted by trained staff from our caterer Sodexo. Finally, even the toy catalogue for our staff’s children between zero and ten is carefully curated, we prioritise manufacturing origin, material impact, brand sustainability efforts, and the educational value of the toys. Again, it is essential for us to stay committed to responsible purchasing.
- Carbon offsetting: while travelling may be unavoidable for some events, many corporations are offsetting the carbon footprint of flights by investing in environmental projects, such as reforestation efforts. This implies that we have to calculate precisely the carbon costs of events, which is a big challenge for every company.
- Waste management: setting up proper recycling and compost stations and ensuring that surplus food is donated can make a big impact. On our side, all waste is compostable and repurposed, with food waste sent to a biogas plant. Additionally, we place food orders as precisely as possible to minimise waste.
Tips for organising sustainable events
As companies face the pressures and pitfalls of organising sustainable events, here are some strategies to ease the transition:
- Start small
You don’t have to overhaul every event at once. Start by integrating one or two sustainable practices. Opt for digital tickets or source food locally for your next event and build from there.
- Collaborate with green vendors and other stakeholders in achieving your sustainability goals
Reach out to vendors who are already aligned with your sustainability goals. Build partnerships with those who share your values, and support local, eco-friendly businesses. We have applied this principle of shared commitment, confident that partnering with like-minded organisations equally dedicated to sustainability amplifies our impact. Interestingly, we transitioned to a green business event smoothly, with our stakeholders noticing little change, but experiencing a positive impact. It’s a virtuous process and clear proof that such efforts are achievable.
Moreover, we are encouraging our suppliers to adopt science-based emission reduction targets. As part of our SBTi (Science-Based Targets initiative) commitment, we have set a target to have at least 50% of carbon dioxide (CO2) emissions from suppliers with validated greenhouse gas reduction targets by fiscal year 2025.
By motivating our suppliers to decarbonise their operations and products, we aim to create a “ripple effect” across the market. This approach allows us to play a pivotal role in accelerating the global transition to a net-zero economy. Through aligned efforts, we can significantly reduce waste and carbon footprints.
- Educate attendees
Engage your attendees in your sustainability efforts. You can use, for instance, signage and digital communications to explain your actions and their importance. You can also incentivise attendees to contribute by encouraging the use of sustainable transport or participation in on-site waste reduction initiatives. Additionally, allow attendees to choose their meals to help minimise food waste.
Moreover, we believe that by organising a green event, companies send a strong positive message to all stakeholders. This approach shows leadership in sustainability and encourages others in the industry to follow suit.
- Measure and report
Transparency is crucial. You want to track the outcomes of your sustainable practices and share those results with your audience. Whether it’s waste diverted from landfills or emissions offset, let people know the impact they’ve helped create. In that view, carbon emission calculation is key.
Why making this shift is the only way forward
While the shift towards sustainable events may be challenging, it’s not just a marketing move—it’s part of a deepening corporate responsibility and it’s essential. Sustainability is no longer a buzzword in the event industry, just as the environmental impacts of unsustainable practices are no longer an abstract concept. They are showing up in everything, from extreme weather patterns to resource scarcity.
As companies work towards a greener future, corporate events represent an enormous opportunity to make a difference. The hurdles are real, but the rewards—both for the planet and for the company’s bottom line—are even greater.
So, the next time your company hosts an event, take a moment to reflect. We know it might be difficult, but embracing sustainable practices isn’t just the right thing to do—it’s the future (if we want to have one).
The most rewarding part in moving to more sustainable events has been realising that we can deliver the same (if not better) experience with a much lower environmental impact. This shows that sustainability doesn’t have to mean compromise—we’re able to create memorable experiences while knowing we’re reducing waste and our carbon footprint, sometimes even leading to significant cost reductions.
For over five to seven years now, sustainability has been central to our marketing and communications strategies. The Green Business Events logo stands as one example among many of our deep commitment. While some changes require thoughtful communication, they are essential to our journey. Beyond our firm’s objectives, this focus aligns with how our People and our clients expect us to act. This shared vision not only shapes our event strategy but also our broader initiatives, ensuring sustainability remains at the core of all that we undertake.
