Sustainability mega trends: Risks and opportunities for the events industry

SUSTAINABILITY MEGA TREENDS Risks and opportunities for the events industryGuy Bigwood, MCI Group Sustainability Director

Objectives

By the end of the session we

aim for you to:1. Be able to articulate the mega

sustainability trends affecting

global business

2. Understand the key risks and

opportunities for the events

and meetings industry

3. Learn 3 things you can do at

your next event

Guy Bigwood

Group

Sustainability

Director

Roger Simons

Group

Sustainability

Manager

Pranav Sethaputra

Group

Sustainability

Consultant

WE FACE MAJOR

ENVIRONMENTAL AND SOCIAL CHALLENGES

4

And these CREATE

BIG OPPORTUNITIES

It is NOT A FAD. We Are Moving Towards

A MORE SUSTAINABLE FUTURE

What are key drivers of change in the event world

2050100005 000 bef. JC10 000 bef. JC

5 million250 million in 1

1 billion in 1800

3 billion in 1960

5 billion in 1987

7 billion in 2011

2 billion in 1930

9 billion in 20501. The world

is getting

crowded

and old

The number of people over 65

will double by 2035

Middle Class to grow by over 1 Billion

in next 15 years70% in Asia

2. The World is getting

more unequal

3. The scales have tipped on global

climate change action

Solar can become the dominant source of

electricity by 2050.

Predicted by the International Energy Agency

733% growth in renewable since 1990 vs 51% for fossil

fuels

733% growth in renewable since 1990 vs 51% for fossil

fuels

Wind and Solar are at parity cost in many countries

A million new electric cars to hit the streets of U.S. cities annually

by 2024

15

THE PRESSURE IS RISING

CityPressure

ConsumerPressure

Brand Pressure

Rise of SMART Cities

Leading cities now understand that their

competitiveness is directly linked to their capacity to

bring social, economic and environmental

wellbeing

COPENHAGEN

.

SINGAPORE

ORLANDO, UNITED STATES

BANGKOK

TAIPAI

SEOUL

CVBs and DMOs are seizing the moment and starting to become SMART sustainable destinations

SAN FRANCISCO

What does a sustainable destination look like?: Example of a global leader:

100% venues certified

98% hotels certified

50% taxis certified

30% restaurants certified

Government Pressure

0 5 10 15 20 25 30

SEOUL

HONG KONG

MELBOURNE

BERLIN

TAIPEI

BARCELONA

SINGAPORE

BANGKOK

PORTLAND

STOCKHOLM

VANCOUVER

ORLANDO

COPENHAGEN

MCI GLOBAL SUSTAINABLE DESTINATIONS INDEX:

To be launched Oct 2015

22

2. CONSUMER PRESSURE

Today 2% of theconsumers are very

interested in a sustainable lifestyle

Brands predict in 5 years 98% will be interested in a

sustainable lifestyle

OF CONSUMERS WANT TO SEE THE BRANDS THEY USE SUPPORT WORTHY SOCIAL AND ENVIRONMENTAL CAUSES

93%

SOURCE: FUTERRA & BSR

93%OF TRAVELLERS BELIEVE TRAVEL COMPANIESSHOULD BE RESPONSIBLE FOR PROTECTINGTHE ENVIRONMENT

SOURCE CONDE NAST TRAVELER

58%TRAVELLERS WHO SAID THEIR HOTEL CHOICE ISINFLUENCED BY THE SUPPORT THE HOTELGIVES TO THE LOCAL COMMUNITY

SOURCE CONDE NAST TRAVELER

28%THE PERCENTAGE FESTIVAL ATTENDEES AREPREPARED TO PAY MORE FOR SUSTAINABLE FOODOPTIONS IF AN EVENT OFFERS GREEN VALUES

SOURCE JOURNAL OF SUSTAINABLE TOURISM

BRAND PRESSUREBRANDS RECOGNISE THAT SUSTAINABLE PRODUCTS, BEHAVIOURS AND SERVICES ARE THE FUTURE.

We are seeing the acceleration of brands with a purpose.

SUSTAINABLE BRANDSare learning that EVENTS are a POWERFUL WAY TO MAKE their SUSTAINABILITY COMMITMENTS COME TO LIFE

79%Of MCI clients have increased their

focus on event sustainability over

the last 3 years

68%of MCIs clients ask their suppliers to comply with a

sustainability policy and evaluate it

In 2013 it was 51% - in 2011 only 25%!

60%

Of European Travel Managers are

now assessing sustainability

performance of their suppliers

Source: GBTA

$150 million in client events at Las Vegas

Sands Corporation wanting sustainability:

• Environmental policy

• Recycling program

• Sustainable food

• Reuse and donation

• Water & Energy conservation efforts

• Sustainable procurement policy: cleaning

products, paints and sealants, paper products etc.

• Event Impact Statement (carbon, utility

consumption and waste recycling data)

• Community engagement activities

• Health and safety audits and measures

Trending; Increasing Client Requests

ClientsPerceive that cost, time and complexity

are the key barriers to implementing

sustainability

Source MCI 2015 Client Survey

So is Green just a FAD?

“WE’RE NEVER GOING TO SCARE PEOPLE INTOLIVING MORE SUSTAINABLY! WE HAVE TO BEABLE TO DEMONSTRATE JUST HOW DYNAMICAND ASPIRATIONAL SUCH A WORLD COULDBE”.

JONATHON PORRITT

ROADSHOW 4 COUNTRIES2,757 DELEGATES

SUSTAINABLE BRANDCASE STUDY

GOAL

INTEGRATE SUSTAINABILITY and USETO TRANSFORM THE BRAND EXPERIENCE

AUDIO VISUAL

WASTE

EXHIBITION & SIGNAGE

BRAND EXPERIENCE #1

SUSTAINABLE MATERIALS

90%

DIVERTION OF WASTE (RECYCLE / REUSE )

89%

REDUCTION OF WASTE

88%

REIMAGINE THE FOOD EXPERIENCE

BRAND EXPERIENCE #2

FRESHLOCALORGANIC SEASONAL SUSTAINABLE

RETHINKINGAUDIENCE ENGAGEMENT

BRAND EXPERIENCE #3

INCREASE IN AUDIENCE PERCEPTION OF SYMANTEC AS A BRAND THAT IS COMMITTED TO SUSTAINABILITY

49%

SOURCE: MCI & SYMANTEC

37,000 SGD Saving

Sustainability from an executive perspective

48

“Symantec is among a too small group of leaders who are active in pursuit of sustainable event innovation. The size and attendance at these type of events represents a tremendous opportunity to influence change in corporations, destinations and venues around the world.”

IT’S TIME TO REIMAGINE YOUR ENGAGEMENT AROUND SUSTAINABILITY.LIVE EXPERIENCES HAVE THE POWER TO DRIVE CHANGE

So is it a FAD?

WE ALL PLAY AN IMPORTANT ROLE IN CREATING CHANGE

CONCLUSIONS

YOU - ME– WE NEED TOINTEGRATE AND COLLABORATE

Email: [email protected]

Website: www.mcisustainability.comBlog: lessconversationmoreaction.com