Green Events or Greenwashing? Reclaiming the Integrity of Sustainability in the Events Industry

In the era of sustainable branding, the events industry proudly promotes its eco-credentials—plastic-free pledges, zero-waste commitments, and carbon neutrality. But in the midst of these green declarations, one question too often remains unasked: sustainable for whom? This blog explores how sustainability in events must go beyond environmental responsibility to embrace accessibility as a foundation of justice. In particular, it calls attention to people with disabilities and other marginalised groups, who are often excluded not by intent, but by design. It questions whether the so-called “inclusive” events truly create enduring social change—or merely perform symbolic inclusion under the banner of sustainability. Access is Not Just Entry: The Right to Full Participation There is a tendency in event management to view accessibility as a technical checkbox: “Is there a ramp? Are there captions?” But access is not just about entry—it is about meaningful and dignified participation. Accor...

When crises strike, such as pandemics, natural disasters, or political unrest, events often take on a new role. They become spaces for recovery, connection, and renewal. But they can also reveal deeper inequalities. So, who gets protected, and who gets left out? In this blog, we will explore what it truly means for an event to be resilient. Is resilience simply about bouncing back from a shock, or does it also mean building fairer systems in the process? What Does “Resilience” in Events Really Mean? The term “resilience” is widely used in sustainable development. It often refers to the ability to recover quickly from hardships. In the context of events, this might look like a festival returning after COVID-19, or a conference shifting online during a natural disaster. However, returning to “normal” is not always a positive outcome, especially when “normal” has already excluded certain groups ( Holling, 1973) . During the COVID-19 pandemic, many events quickly moved to digital platform...

‘A community is not just the people who attend an event, but also those who are affected by it.’ This statement emphasises something that many event organisers still overlook. Festivals, cultural gatherings, and major sporting events are often seen as tools to help communities grow. But is that really the case? As events increasingly need to appear socially responsible. This blog will discuss whether events truly empower communities or if they are being commercialised. Celebrating Communities or Commercialising Them? Events are often praised for promoting identity, social cohesion, and civic pride (Derrett, 2003). Specially, local festivals are seen as spaces for interaction, openness, participation, and cultural expression. However, researchers such as Quinn (2005) and Finkel et al. (2019) have warned that many events are designed using a top-down approach and are heavily influenced by commercial interests. As a result, the voices of local people may be pushed aside, while culture its...

"You influence the world by what you say and do at events." A sentiment that captures the power, promise, and paradox of the events industry in the age of sustainability. From climate pledges to zero-waste promises, organisers around the world increasingly label their events as "green." But are these events genuinely contributing to environmental sustainability, or simply indulging in greenwashing to appeal to a more eco-conscious audience? This blog critically examines the legitimacy and limitations of so-called "green events" in the contemporary events industry. Using academic insights and real-world examples, it argues that greenwashing is not merely a marketing issue but a systemic risk that undermines the credibility and impact of sustainability efforts. Understanding the Promise: What are Green Events? "Green events" are broadly defined as those which aim to reduce negative environmental impacts through sustainable planning, operations, and...