Does the events industry have a green hushing problem?

As climate concerns rise, many MICE organisations have embraced environmental initiatives. However, this spotlight on sustainability also raises concerns about greenwashing—where businesses make false or misleading claims about their commitment to sustainability.

How will green hushing impact the MICE industry?

Amid heightened scrutiny, some companies are hesitant to communicate their climate goals or sustainable practices, fearing accusations of greenwashing. This "green hush" can have significant implications for the MICE industry.

“When somebody greenwashes, it goes much further than just the environment,” says Nico Nicholas, CEO and co-founder of Trees4Events. “When people are so scared of being called greenwashers, they just don’t talk about something that they really should be talking about. And if education is the basis of sustainability, then how are we supposed to spread the word and get everybody on board?”

The industry cannot afford to fall prey to the green hush phenomenon, stresses Nicholas. This can lead to attendees being unaware of a brand’s efforts towards sustainability or even misunderstanding the brand’s motives for certain decisions—such as opting not to lay down carpeting for an event.

“In this example, attendees could consider the only reason for not laying down carpets is to save money; this can have a negative effect on the event as people think of them as cost-cutting. Doing the right thing is important, but it’s also important to share what you’re doing and why—just never exaggerate,” he says.

Organisations like Trees4Events help with event transparency. “Attendees can input their own travel data, and our system gathers all this data and turns it into an accurate post-event emissions report,” Nicholas says.

This approach also engages event delegates in reducing emissions by showing how many trees will be planted and how much investment is made into renewable energy projects to compensate each attendee’s carbon footprint.

“At the end of the event, it’s all about measuring and getting data, and showing how we can use that data to decrease emissions,” he adds.

Technology for better climate outcome

With more eco-conscious attendees seeking greener events without compromising their experience, it's crucial for events to align with these expectations, according to Ailynn Seah, CEO of The Lumiere Consultancy.

“When you talk to eco-conscious attendees, you have to look at their persona first,” she shares. “You’re looking at a crowd that’s concerned with environmental and social issues—so what does this mean for organisers, venues, and suppliers? The whole ecosystem has to work very closely together to deliver an innovative experience to such an audience.”

One way to attract this audience is by using technology to enhance event offerings, such as AR and VR technology to elevate attendee experiences.

Seah shares: “I’ve attended conferences where there’s a whole gathering for a panel discussion, and although you’re surrounded by walls, it looks as though you’re having this discussion in a garden or a forest… It elevates the experience and as an attendee, you feel much more energised in such a stimulating setting.”