Sustainable events have become essential as organizations rethink traditional large-scale gatherings that often generate significant CO₂ emissions, particularly from business travel. With travel-related emissions accounting for up to 20% of global air travel, the environmental cost of corporate events is increasingly scrutinized by consumers, regulators, and the media.
To address this, brands must find new ways to maintain global reach and stakeholder engagement without compromising sustainability. Sustainable events offer a transformative solution: they reduce emissions by minimizing travel, leverage immersive technologies for engaging experiences, and enhance cost efficiency through digital formats.
By adopting decentralized execution and innovative event strategies, companies can align with environmental and social values, strengthen brand reputation, and future-proof their operations. Sustainable events are no longer a trend but a strategic necessity, enabling organizations to communicate effectively while contributing to a greener, more responsible future.
(Softmachine’s ‘Think Global – Act Local’ approach helps avoid unnecessary emissions.)
1. What is a Sustainable Events Strategy?
A strategy for sustainable events is a comprehensive, future-proof approach to planning, designing, and executing corporate events in ways that minimize environmental impact, foster social responsibility, and deliver measurable business value. Rather than focusing solely on reducing carbon emissions, this strategy encompasses a holistic view of sustainability across multiple dimensions.
The Five Building Blocks of a Strategy for Sustainable Events:
Environmental Sustainability:
- Reducing CO₂ emissions through decentralized event formats, local venues, and hybrid or digital participation.
- Minimizing energy consumption, waste production, and water usage.
- Applying green procurement practices and using eco-friendly materials (e.g., modular stages, recyclable signage, digital assets).
- Compliance with standards such as ISO 20121 Sustainable Event Management.
Social Sustainability:
- Ensuring accessibility, diversity, and inclusion across all event touchpoints.
- Engaging local communities and suppliers to create positive social impact.
- Fostering wellbeing, safety, and fairness for all participants, staff, and partners.
Economic Sustainability:
- Balancing cost-efficiency with environmental responsibility for eco-friendly sustainable events.
- Supporting local economies by choosing local partners, vendors, and services.
- Reinvesting savings from reduced travel and logistics into enhanced digital content and audience experience.
Technology & Innovation:
- Leveraging immersive technologies such as VR, AR, Fulldome, and LED environments to create impactful experiences without physical excess.
- Using data-driven insights and real-time engagement analytics to improve event design and outcomes.
(Ecofriendly events should be data-driven.)
Measurement & Transparency:
Implementing standardized metrics and reporting tools to measure sustainability performance.
Aligning event outcomes with ESG reporting frameworks—which refer to Environmental, Social, and Governance criteria that organizations use to assess their sustainability and ethical impact. These frameworks help ensure that sustainability efforts are not only implemented but also tracked, audited, and communicated transparently to stakeholders, investors, and regulatory bodies.
Why this strategy matters:
A comprehensive strategy for sustainable events is not just an environmental necessity—it is a powerful driver for brand positioning, stakeholder trust, and long-term resilience. It allows organizations to:
- Lead in climate-conscious innovation.
- Enhance brand reputation and competitive differentiation.
- Align events with corporate sustainability goals, regulatory requirements, and societal expectations.
In the following sections, we will examine the business case for sustainability in events, the shortcomings of traditional models, and how new approaches—such as Softmachine’s “Think Global. Act Local.”—can help brands achieve meaningful transformation.
2. The Business Case for Sustainable Events
Implementing a strategy for sustainable events is not only an ethical choice—it is increasingly a business imperative. Organizations across industries are recognizing that sustainable events can enhance brand value, reduce risk, meet stakeholder expectations, and contribute to long-term profitability.
Regulatory Pressures and Compliance
Governments and regulatory bodies are introducing stricter sustainability requirements, including mandatory reporting of environmental impacts:
- The European Union’s Corporate Sustainability Reporting Directive (CSRD) expands non-financial reporting obligations to cover a wider range of sustainability metrics, including emissions from corporate events.
- Countries worldwide are adopting national climate targets aligned with the Paris Agreement, making it essential for companies to reduce the carbon footprint of all business activities, including events.
Non-compliance not only risks financial penalties but can also damage reputation and investor confidence.
(Regulatory bodies like the EU apply pressure to event organizers. Foto by: Diliff, Wikimedia)
Changing Consumer and Investor Expectations
Today’s consumers increasingly demand that brands demonstrate environmental and social responsibility:
- According to the Deloitte 2023 CxO Sustainability Report, 80% of consumers say they are more likely to buy from brands that take visible action on sustainability.
- Investors are also factoring ESG performance into their decision-making, with sustainability now a key criterion for funding, partnerships, and shareholding.
Sustainable events offer an opportunity to align brand storytelling with these expectations, creating deeper emotional connections and long-term loyalty.
Financial Benefits and Cost Savings
While sustainable events require initial investment in technology, planning, and potentially new formats, they often lead to:
- Reduced Travel and Logistics Costs: Shifting to hybrid or local events cuts expenses for flights, accommodations, and shipping.
- Resource Efficiency: Digital content, reusability of immersive assets, and streamlined event operations reduce material and energy costs.
- Longer Content Lifespan: High-quality immersive assets can be repurposed across multiple locations or campaigns, increasing ROI.
Brand Reputation and Competitive Advantage
Sustainable event strategies differentiate brands as forward-thinking, responsible market leaders. This not only enhances public perception but can also:
- Strengthen media coverage and public relations.
- Improve talent attraction and retention among sustainability-conscious employees.
- Increase appeal to like-minded business partners and customers.
Resilience and Future-Proofing
Sustainability-focused event models make brands more resilient in the face of global challenges such as:
- Travel restrictions.
- Supply chain disruptions.
- Rising carbon taxes or offset costs.
By integrating sustainability early, organizations can future-proof their event strategies, making them adaptable to evolving regulations, technologies, and social trends.
3. The Challenges of Traditional Event Models
Despite their long-standing role in corporate communication, traditional event models face growing criticism and practical limitations in the context of sustainability, economics, and audience engagement. Understanding these challenges is key to recognizing the value of adopting a strategy for sustainable events.
High Environmental Impact
Traditional events, especially those involving international travel and large-scale physical infrastructure, generate significant CO₂ emissions. Business travel, accommodation, catering, waste generation, and energy-intensive venues all contribute to a sizable environmental footprint. In an era where organizations are expected to align with global climate goals, this level of impact is increasingly untenable.
Rising Costs and Financial Inefficiency
The logistics of traditional events—venue hire, international flights, accommodations, transportation of materials—come at a high and often escalating cost. Moreover, these investments are frequently single-use, with content, assets, and experiences that cannot be easily repurposed for future use or different markets. This creates an inefficient allocation of resources, especially in light of the cost pressures many industries face.
Audience Engagement Fatigue
In-person events that follow conventional formats—keynote speeches, exhibition booths, passive presentations—risk disengaging audiences accustomed to more interactive, digital experiences. With attention spans shrinking and digital alternatives flourishing, traditional events often struggle to deliver lasting impact or genuine connection with participants.
Lack of Measurement and Accountability
Many organizations still lack the tools and processes to measure the full environmental and social impact of their events. Without standardized metrics, sustainability efforts remain superficial and unreported, making it harder to align events with broader ESG strategies and communicate progress to stakeholders.
Vulnerability to Disruption
The COVID-19 pandemic demonstrated the fragility of event strategies that rely on physical presence and international mobility. Traditional models are highly exposed to risks such as:
- Travel bans or restrictions.
- Supply chain breakdowns.
- Environmental disasters.
A lack of resilience makes these models increasingly incompatible with the demands of a volatile and climate-conscious world.
4. Rethinking Sustainable Events: The “Think Global. Act Local.” Approach
To meet the growing demand for sustainability, resilience, and innovation in corporate events, many organizations are turning to new models that break away from outdated conventions. One of the most effective of these is Softmachine’s “Think Global. Act Local.” approach—a solution that balances global brand impact with local, low-carbon execution.
Think global. Act local. Softmachine empowers ecofriendly events with global reach and local impact.
5. Immersive Technologies Driving Sustainable Events
Immersive technologies are at the heart of modern, sustainable event strategies. They enable brands to create impactful, memorable experiences without the need for large-scale physical setups or long-distance travel. These technologies not only enhance audience engagement but also serve as key enablers for carbon reduction, cost efficiency, and content scalability.
Fulldome Projection
Fulldome projection transforms traditional event spaces such as planetariums, science centers, or mobile domes into immersive storytelling environments. The 360° visual experience surrounds the audience, creating emotional depth and heightened retention of information. It is particularly effective for:
- Product demonstrations
- Scientific visualizations
- Educational content
Fulldome experiences can be produced once and shown in multiple venues, significantly reducing material and travel needs.
Virtual Reality (VR) and Augmented Reality (AR)
VR and AR allow for highly interactive and personalized experiences that transcend the limitations of physical space. Key advantages include:
- Minimal physical infrastructure required
- On-demand, scalable access for remote or local audiences
- Enhanced engagement through gamification and interactive learning
These technologies can be integrated into both on-site and remote event formats, offering flexibility and sustainability.
Leveraging Iconic Architectures for Sustainable Impact
An often-overlooked but highly effective aspect of sustainable event design is the use of iconic architectural venues—such as planetariums, historic theaters, and science centers—that already possess a strong aesthetic and symbolic presence. These locations:
- Provide immediate imagery and emotional resonance for audiences without the ecological costs of constructing temporary or bespoke venues.
- Enable powerful brand storytelling by embedding immersive experiences within culturally or architecturally significant spaces.
- Avoid the need for high-emission temporary builds, saving both materials and carbon output.
By creatively reimagining existing iconic venues, brands can achieve maximum experiential impact while aligning with sustainability goals.
How Immersive Technologies Support Sustainability
By shifting the focus from physical spectacle to digital storytelling, immersive technologies:
- Lower emissions by reducing the need for physical materials and international travel
- Extend the lifespan of event content through easy adaptation and reuse
- Align with digital-first audience expectations, particularly among younger, tech-savvy demographics
6. Building Block: Immersive Sustainable Events—Think Global. Act Local.
At the core of our strategy for sustainable events lies the principle of “Think Global. Act Local.”—an immersive and scalable approach designed to maximize both environmental responsibility and brand impact.
Our calculation based on typical emissions factors shows that replacing a single global event for 1,000 participants with local immersive experiences can reduce CO₂ emissions by up to 89%—cutting emissions from approximately 1,500 metric tons to just 160 metric tons. This is equivalent to the annual emissions of over 300 cars or the energy consumption of 150 households.
What is “Think Global. Act Local.”?
Our approach focuses on creating high-value immersive content that can be centrally developed but locally delivered—allowing brands to maintain consistency and storytelling power while significantly reducing the ecological impact of their events.
Instead of hosting single-location, high-travel events, we enable organizations to:
- Utilize existing immersive venues such as Fulldome theaters, science centers, and planetariums.
- Deliver synchronized or multi-location immersive experiences without the need for constructing temporary infrastructures.
- Engage audiences locally, saving emissions, logistics costs, and ensuring accessibility.
Event Formats for “Think Global. Act Local.”
This approach is ideal for a wide range of corporate event formats, including:
- Immersive Product Launches
- Leadership Summits and Stakeholder Meetings
- Educational Campaigns and Public Engagement
- Brand Experiences and Roadshows
- Destination Marketing
- Press Events and VIP Experiences
- Internal Communication and Training
Key Benefits
- CO₂ Reduction: Up to 89% emissions savings by avoiding long-haul travel and large-scale physical builds.
- Cost Efficiency: Reusable content and reduced logistics lower overall event costs.
- Scalability: Content can be adapted for different markets and languages.
- Resilience: Local execution reduces exposure to global travel disruptions.
- Enhanced Brand Perception: Positions the organization as a sustainability innovator.
Our “Think Global. Act Local.” strategy offers a powerful way for brands to connect with audiences, meet sustainability goals, and drive future-proof event design—without sacrificing emotional impact or global reach.
Conclusion: Transforming Events for a Sustainable Future
The shift toward sustainable events is no longer optional—it’s a strategic necessity for organizations aiming to lead in an environmentally conscious, socially responsible, and economically resilient future. Traditional event models, reliant on international travel, large-scale infrastructure, and high resource consumption, are increasingly incompatible with the expectations of stakeholders, customers, and regulators.
Sustainable event strategies offer a transformative pathway to meeting these challenges. By rethinking how events are designed, executed, and experienced, organizations can:
- Achieve substantial CO₂ savings by reducing travel and resource consumption.
- Enhance audience engagement through immersive and innovative formats.
- Improve cost efficiency by leveraging digital content and existing infrastructure.
- Strengthen brand reputation by aligning with environmental and social values.
The key to future-proofing sustainable events strategies lies in embracing technologies, formats, and operational models that prioritize both environmental impact and human connection. Sustainable events not only reduce emissions but also foster resilience, inclusivity, and authenticity—qualities that are increasingly essential for long-term business success.
As expectations continue to evolve, organizations that take the lead in adopting sustainable events practices will be better positioned to inspire audiences, build trust, and contribute meaningfully to global sustainability goals.
With the right sustainable events strategy, every event can become an opportunity—not just to communicate, but to shape a more sustainable and responsible future.
If you are rethinking your future sustainable events, and want to find a soundboard, we are here to talk, how we can assist you through immersive storytelling, and possible fulldome content production.
FAQ: What are sustainable events?
What are Sustainable Events?
Sustainable Events are eco-friendly experiences designed to minimize CO₂ emissions while supporting the UN Sustainable Development Goals (SDGs), promoting business sustainability, and enhancing corporate social responsibility.
What are the business benefits of Sustainable Events?
Sustainable Events are eco-friendly experiences designed to minimize CO₂ emissions while supporting the UN Sustainable Development Goals (SDGs), promoting business sustainability, and enhancing corporate social responsibility.
Are Sustainable Events more expensive than traditional events?
Not necessarily—by reducing travel, logistics, and material waste, Sustainable Events can often be more cost-effective.
Can Sustainable Events be hybrid or fully virtual?
Yes, Sustainable Events can be delivered as hybrid or virtual experiences using VR, livestreaming, and 360° content.
How is the success of Sustainable Events measured?
Success is measured through CO₂ savings, audience engagement, media coverage, lead generation, and overall business impact.