‘The amount of waste really has to be reduced’

It should come as no surprise that sustainability is high on the list of priorities for the next generation of event professionals. Waste is a major pain point, and there’s a lot of work to do when it comes to inclusion as well.

“The amount of waste really has to be reduced”, insists Laura-Lynn Smit, 24. She is responsible for marketing and communication at BlueCity, a circular exemplary city in an abandoned Rotterdam swimming pool and a ‘landing spot’ for sustainable entrepreneurs.

“It hurts when you see a really great buffet being cleared away and thrown into the dustbin. But yeah, an empty buffet isn’t socially accepted yet, so there’s a lot of work to be done. But the choice of whether you do a lot of printing or handing out goodies also plays a role. We all need to be more selective about that. Ask yourself if it really adds anything.”

Less waste at exhibitions

Kayleigh Heeregrave, 28, Manager Exhibitor Services, Hotel Services & Front Office at MECC Maastricht, has also made reducing waste a priority. “The ecological footprint of the industry must be reduced. This can be done by working with partners to see how you can reduce energy consumption, reduce waste at exhibitions and recycle and separate waste. The number of stands that can be reused is growing exponentially. There’s a great opportunity for venues to take on an advisory role in order to direct and encourage energy- and climate-conscious organising for organisers. Since costs are skyrocketing, we look at how to get it done from a cost point of view, which requires a different, shared mentality.”

Chief Sustainability Officer

As a location and exhibition organiser, the Koninklijke Jaarbeurs also takes the initiative, says Account Manager Anke Verstraten, 26. “We have a Chief Sustainability Officer on our board who focuses purely on sustainability. We also have a Green Team, consisting of employees from all different departments who think together about how they can make more room for sustainability in their part of the operation and how sustainability can become more a part of the corporate culture. Our ambition is to become the most sustainable location in Europe. Practical steps include water taps from Dopper, sustainable stand construction, stricter waste separation, working with sustainable partners, and giving leftover food away using Too Good To Go. We notice that customers are increasingly asking for it as a wish or requirement in terms of catering.”

Lego bricks

The suppliers are also working hard on sustainability. For example, at Expoflora, where Bo and Nick Enthoven joined the family business. “Customers are increasingly asking for less waste and more recycling. There’s no carpet that needs to be thrown away, but rather carpet tiles. And cloths made from recycled material. That will only increase in the future”, says Bo Enthoven, 28. “All our furniture and items are reused and designed in such a way that you can easily assemble and disassemble them. It’s like working with Lego bricks”, says Nick Enthoven, 30. Bo emphasises that there is still work to be done. “The desire is often there, but the budget isn’t. You have to meet each other in the middle and both be willing to make investments.”

Mental health

Sustainability and corporate responsibility go beyond preventing waste, as the young professionals stress. Mental health also needs to be considered. “We have many corporate clients who often have sustainability goals in their annual plans. We’re not only responding to this by specifically reducing waste and recycling but also by focusing on well-being”, says Sanne Bonten, 27, Cluster Sales Manager at Hyatt Hotels Corporation. “Mental health is clearly getting more attention. Clients don’t immediately think of this, but we actively offer it. For example, a half hour of yoga or mindfulness before a meeting or during lunch to completely relax is very popular.”

Healthy eating

“The theme of health has become more important”, says Manon Sijbers, 27, Sales Manager Meetings & Events at catering company Hutten. “Knowledge about what healthy eating is has also increased. People are more and more interested in the ingredients used by our chefs. We’re also seeing an increase in demand for vegetarian options and a decrease in demand for meat and fish.” And social responsibility does not stop with the visitors, says Sandra Kommer, 31, Production Manager and Creative at event agency Fjuze. “It may seem trivial, but what we sometimes forget is the quality of the crew’s catering. Nine times out of ten, it’s too fat and unhealthy, while a healthy body is extremely important to be able to work hard.”

Inclusion overlooked

Inclusion is also an important social point, according to the next generation, especially because it is still too often overlooked. “In the past year, I have become more and more interested in inclusion at events. The industry and the people in it, like myself, can still take actual steps in this direction. It doesn’t have to be difficult. Is it really necessary to ask someone’s gender on a registration form, or is a pronoun, including they/them, enough? A location says that it’s wheelchair accessible, but is the nearest public transport also wheelchair accessible? Is there a breast pump, Zen or prayer room? These facilities often exist, but they’re not explicitly communicated,” explains Séla Diender, 28, Project Manager Events at Effectgroep.

Start with discussions

To realise the necessary change, more inclusiveness in discussions and decision-making is the starting point, says Lisa Diepstraten, 28, Marketing Coordinator at NBTC. “When something is being discussed, the management at the table usually consists of older men. It’s the same with speakers.” Diepstraten makes a point of saying that it is not just about gender or ethnicity. “If you involve someone from a different industry, there’s more tension and you’ll approach things from a different perspective.”