With COP29 underway, here’s how European event leaders can achieve net zero

European businesses are seeing a wave of legislation to reduce environmental impact, from stringent carbon reporting requirements to mandates on sustainable sourcing and waste reduction. These regulations reflect the continent’s broader commitment to sustainability – a commitment that is both a responsibility and an opportunity. The events sector must continue to innovate and lead by example, setting new standards for sustainable experiences.

Sustainable pledges

Since the pandemic, organizations like industry body Isla, which I helped establish, have been crucial in rebuilding a sustainable events industry. Established to drive the industry’s response to climate challenges, Isla has supported clients and agencies with tools like Trace, a platform dedicated to measuring and reducing carbon emissions across events. This focus on data-driven insights and resources empowers all businesses to work toward net-zero goals and crucially helps make us all more accountable.

Global events companies, including industry leaders such as Freeman, are signatories to the Net Zero Carbon Events Pledge, a collective industry promise to achieve net-zero carbon by 2050. This pledge represents a united front, showing that industry-wide transformation is possible through collaboration and shared goals. This pledge is not only about regulatory compliance but also about showcasing the industry’s dedication to sustainable event practices on a global scale.

However, the path to a sustainable future isn’t without global challenges. The commitment across Europe – and from global companies upholding the Net Zero Carbon Events Pledge – will be essential in maintaining momentum and demonstrating how business growth and environmental responsibility can go hand in hand.

Five key actions

To lead the way, European leaders in events should focus on five strategic actions. Firstly, set clear, ambitious sustainability goals. Define measurable sustainability targets for your organization and integrate them into your core business strategy. These will signal to clients and the industry that sustainability is non-negotiable.

Secondly, invest in data and measurement systems. Track environmental impact across all operations, such as carbon measurement platforms like TRACE. Invest in capabilities that provide real-time insights and help identify areas for improvement, ensuring that sustainability initiatives are informed and impactful.

Next, champion sustainable supply chains and offset initiatives. Lead a top-down commitment to sustainable sourcing by vetting suppliers and partners for their environmental credentials. At Sparks EMEA, we’re taking this further by partnering with Make it Wild, engaging our team in rewilding and tree-planting initiatives to offset our previous year’s carbon in a tangible, hands-on way. This kind of commitment not only offsets emissions but also deepens team connection to sustainability efforts, inspiring a collective drive toward impactful change.

Fourthly, foster a culture of sustainability and accountability. Drive sustainability through a company culture that prioritizes it. Implement leadership training focused on sustainability and encourage senior leaders to model environmentally responsible behaviors.

Lastly, advocate for industry-wide collaboration and policy support. Use your influence to advocate for broader industry initiatives and regulatory support that drive sustainability. Collaborate with industry bodies, like Isla, to share knowledge and resources and work with policymakers to support regulations that align with a sustainable future for events.

Beyond COP29, European businesses have a powerful platform to position the events and brand experience industry as a leader in global sustainability and, crucially, to show the world that sustainability isn’t just a regulatory requirement – it’s the cornerstone of a resilient and responsible future.