‘Unfortunately, there’s still a lot of green hushing’

When it comes to sustainability at a conference, it’s important to talk the talk as well as walk the walk. For fear of being portrayed as a greenwasher, organisers are sometimes reluctant to talk about sustainability, notes Transformational Media Professor Bianca Harms.

Bianca Harms, PhD, is a Professor of Transformational Media at the NHL Stenden University of Applied Sciences. Her research focuses on how organisations, brands and policymakers can use content and media in a way that creates value for organisations, consumers and society. This also applies to the development of sustainable communication at conferences and events.

What are the most effective methods to increase awareness and involvement around the theme of sustainability?

“That’s a complex question. Overall, we ultimately aim to increase awareness and engagement on sustainability topics to promote behavioural change. Thanks to decades of research, we now have numerous insights, models and theories at our disposal that explain our behaviour. Exhibiting sustainable behaviour is ultimately influenced by many different environmental factors surrounding consumers, such as motivations, resistance and unconscious decision-making processes.

In our research into sustainable behaviour, we often use the COM-B model, which states that people only exhibit desired behaviour if they have the capability (knowledge and skills), opportunity (external factors such as social and physical environment) and motivation to do so.

However, there’s no universal method or strategy to achieve awareness, involvement or behavioural change. Each specific behavioural context and target group needs a different approach, which requires in-depth knowledge. We want to gain as much insight as possible into the target groups so that we can provide good advice about effective interventions. Sometimes, the target group lacks knowledge, while in other cases, there’s considerable resistance.

It’s essential to press the right buttons. This also means that it’s impossible to develop generic methods. As I often say, it’s not one-size-fits-all.”

And specifically looking at conferences and events?

“First of all, the purpose of the conference or event is to create awareness and involvement in sustainability. Is it about communicating the sustainable story of the event itself or promoting sustainable behaviour before, during or after the event, for example, by reducing the impact of the event through travel choices, consumption and waste flows? These goals require a targeted approach.”

What if an event wanted to communicate externally that it’s sustainable?

“First of all, it would be necessary to carefully investigate whether you have a right to speak. There’s a lot of discussion about this, especially at international events, in part because of how much travel is involved in participating in the event. For example, at music festivals, in addition to travel and transport, the high energy requirements and waste flows also have a major impact on the environment.

To prevent the risk of greenwash effects, it’s important to communicate honestly and transparently about what you do, especially about what still needs to be done, as well as have internal processes in place. It’s a ‘show, don’t only tell’ principle.

It’s important to be specific. The public is sceptical about general statements such as ‘we aim to be carbon neutral by 2030’, which is why it’s effective to communicate infographics and monitor information on your platforms, for instance.

Due to the risk of being portrayed as greenwashers, conference and event organisers are sometimes reluctant to communicate about sustainability, even when proper steps are being taken in this area. This is also called ‘green hushing’.

And it’s very unfortunate. Firstly, we know from research that sustainable events appeal to people who are already very involved in sustainability. But also because it increases the public’s awareness and understanding of sustainability topics.

In addition, communicating about sustainable aspects can positively spill over to other events. The dance festival DGTL is a good example of this. If you can send information about innovative sustainability initiatives into the world, it can also have positive brand effects because it generates publicity.”

 

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"It’s essential to press the right buttons."

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Should sustainability be a separate theme, or is it more effective as an integral part?

“This depends entirely on the type of event. There are events that focus on sustainability or tend to have a large carbon footprint, and events that mainly look at making existing activities more sustainable. The type of event, focus and objectives play a role in this choice.

Treating sustainability as an integral part of all sessions and streams emphasises its importance and embeds it in all aspects of the conference. However, this isn’t always relevant or feasible.

We’re organising a scientific conference (the European Media Management Association conference) in June with a broad main theme that is separate from sustainability. Integrating sustainability into all sessions or streams isn’t possible or even desirable. But if sustainability is the main theme, integration in all sessions is self-evident.

In addition to embedding sustainability content in programmes, I believe that every event should carefully investigate how the organisation and implementation can be as sustainable as possible. For events that focus on sustainability, you would need to ensure that every aspect of the organisation is organised as sustainably as possible.”

As an organiser, how can you encourage participants to actively contribute to sustainability goals before, during and after the event?

“Providing clear and convincing information is an important element. Make sure that there’s clear and positive communication before and during the event about how to keep your footprint as low as possible as a participant. Provide information through your platforms about the most sustainable ways of travelling and, for example, encourage the use of bicycles. And facilitate it, too.

During the event, it’s essential to inform and communicate about all the ways in which participants can or should contribute to a more sustainable event. It not only creates awareness but also offers perspectives for action.

Fortunately, a lot is now possible to make events more sustainable at the front-end, to name just a few: waste separation, digital communication instead of print, recycling points, reusable products, etc.

It is also good to explain why you’ve made certain sustainable choices when setting up the event, especially if they can cause resistance. For example, when opting for plant-based catering, explain why in a way that suits the target group and the tone of voice of the event.”

 

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"Events are increasingly becoming a breeding ground for sustainable innovation."

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Are there specific approaches or activities that you find effective?

“At the conference we hosted, a completely plant-based menu unfortunately turned out to be a bridge too far for the association. As a host, we’ve now opted for a vegetarian default option, explaining our choice on the registration page. We also provide the option to specifically indicate if people want meat with their dinners. The idea behind this is that you can take the public and the organisation step by step through this process and that the switch to fully plant-based catering becomes an option at the next conference.

Of course, it’s also an option to make a statement as a sustainable event and present yourself firmly as a frontrunner on this theme, where you can even set an activist tone. This must be a conscious decision with well thought-out consequences.

Events are increasingly becoming a breeding ground for sustainable innovation, in part due to initiatives from Innofest, for example. Today, there are countless examples of events where innovative and sustainable solutions are developed and tested together with the public. As an organiser, it’s important to closely monitor what’s happening in this area, including at other events and conferences. Let your colleagues inspire you.”

How can you collaborate with partners and sponsors to communicate a steady message about sustainability?

“This depends on the type of event, partnership and sponsors. First and foremost, it’s indeed important that you choose to work with parties that have the same core values. Additionally, it’s essential to clearly communicate your sustainability vision and objectives with the stakeholders of the event or conference.

If you want to make certain aspects of the event or conference more sustainable and can find expertise through collaboration with partners, working with sponsors and partners can be highly beneficial. For example, choosing sustainable caterers who can advise you on the most sustainable choices, preventing waste, and using local food.

Working together and communicating with your audience from your own perspective can be valuable. For instance, letting the catering staff communicate during the event and informing people via menus or by requesting feedback from the participants.

We know from scientific research that you can ‘nudge’ participants towards more sustainable behaviour. This can be done by promoting the plant-based options as a ‘daily menu’ or placing them as the first option on the menu, as regards nutrition. You can also communicate about the results of the sustainable initiatives after an event, which amplifies the message and encourages awareness and involvement.”

Does a conference automatically include a local activity related to sustainability, or is this ultimately just greenwashing?

“As an organiser, you must realise the impact of the event on the immediate environment, both positive and negative. Not only the positive due to the economic added value for the environment, but also the negative, such as damage and nuisance. Organisers should do their best to minimise this.

For example, research shows that events can be an important factor in local sustainable development by involving the local community in decisions and participation. If the local activity is well thought out, carefully integrated into the programme and focused on tangible, positive impact, it can be a powerful tool to promote sustainable practices and increase engagement with the local community.

But if such an activity is only superficial and seems mainly intended to create a sustainable image without real involvement or impact, then it can definitely lean towards greenwashing.”

What is your own experience with this theme at conferences?

“It varies. A while ago, I attended an international conference on sustainable food. Unfortunately, the lavish catering hardly had any plant-based options available, while most people wanted vegetarian and plant-based food. Most of the buffet remained untouched. Many participants were dissatisfied, precisely because this deviated so much from the theme of the conference.

I moderated a panel earlier this year during the Eurosonic Noorderslag conference with delegates from European music festivals about sustainability and the communication around it, where a lot is already happening in this area.

For example, festivals often collaborate with other festivals by sharing and reusing materials, coordinating line-ups to minimise the travel of artists and crews, and implementing sustainable initiatives during the festivals. The match between potential sponsors and partners in the area of sustainability is also carefully examined, even if it could be financially disadvantageous.

However, people are still reluctant to communicate about sustainability. The festivals claim that this is mainly because there’s already so much to communicate to the audience. Yet the fear of being labelled a greenwasher is also a reason for not communicating about sustainability initiatives.

It also varies at the scientific conferences that I attend. There are still many conservative events where little extra effort is made to be sustainable, which means there is traditional catering, a lot of printing and goody bags, even when sustainability is on the programme.”

 

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“Providing clear and convincing information is an important element.”

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