Green Events or Greenwashing

"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 logistics (Jones, 2014). This includes actions like minimising waste, using renewable energy, promoting public transport, sourcing local and ethical food, and measuring carbon footprints. In theory, sustainable event management is underpinned by frameworks like the ISO 20121 standard and the Triple Bottom Line (Jeurissen, 2000), which requires organisers to balance environmental, social, and economic priorities. However, despite the growing popularity of these frameworks, there is a fundamental gap between the ideal and the implementation.

The Paradox of Practice: Greenwashing in Events

Greenwashing refers to the act of misleading stakeholders into believing that a company or event is environmentally responsible when, in fact, it is not (Delmas and Burbano, 2011). In the events industry, this phenomenon can manifest in subtle but impactful ways. Some organisers declare their events “carbon neutral” without disclosing the mechanisms behind their offsetting strategies, leaving participants unaware of whether emissions are genuinely mitigated. Others highlight isolated eco-friendly elements such as the use of reusable cups, while ignoring more significant sources of environmental harm, like emissions from international travel. Even more concerning is the trend of using vague or unverified labels like “eco-conscious” or “green-certified,” which often lack third-party verification or meaningful criteria.

A striking example is the 2021 United Nations Climate Change Conference (COP26), which received considerable criticism for its environmental contradictions. Although it positioned itself as a global catalyst for climate action, the event involved over 400 private jets and generated substantial plastic waste undermining its own message and raising serious concerns about performative sustainability (Aykut et al., 2022). Similarly, numerous music festivals now embrace the “zero-waste” label but fail to implement robust systems for waste auditing or circular economy practices, as noted by Mair and Laing (2012). These selective efforts mislead attendees and dilute trust across the events sector.

Why Greenwashing Undermines the Industry

The damage caused by greenwashing goes beyond misleading consumers; it corrodes the institutional legitimacy of sustainability itself. Suchman (1995) defines legitimacy as the perception that an organisation's actions are appropriate within socially constructed norms and expectations. Once stakeholders perceive a disconnect between sustainability claims and actual practices, trust diminishes, and legitimacy begins to erode.

This erosion poses significant risks to event managers on multiple levels. First, there is the growing threat of reputational damage. As public awareness of environmental issues increases, consumers have become more critical of sustainability claims, and events exposed for exaggerating their efforts risk backlash and loss of brand credibility. Secondly, greenwashing can attract regulatory scrutiny. In response to rising concerns, the European Commission has proposed legal frameworks to penalise unsubstantiated environmental claims, signalling a shift towards stricter oversight (Carreño, 2023). Finally, a superficial focus on appearance can lead to operational stagnation. When efforts are invested in maintaining a sustainable image rather than implementing systemic changes, opportunities for real improvement in energy efficiency, mobility infrastructure, and supply chain innovation are delayed or ignored.

Moving from Symbolism to Substance: A Call for Integrity

For the next generation of event professionals, the path forward lies not in symbolic gestures but in structural transformation. This begins with a commitment to transparency. Event organisers must adopt lifecycle assessment models and publish sustainability audits that go beyond broad claims to include measurable outcomes and verified methodologies. Credibility also demands validation. Adhering to internationally recognised standards such as ISO 20121 or pursuing B Corp certification can help ensure that sustainability initiatives are grounded in verifiable frameworks, rather than aspirational rhetoric.

Inclusion must also be central to sustainable event design. Stakeholders from diverse and marginalised backgrounds should be involved not only in consultation but in the decision-making processes that shape sustainability strategies. Their insights offer crucial perspectives on equity, impact, and long-term relevance. Education plays an equally vital role. Embedding sustainability ethics into event management curricula and ongoing professional training can cultivate a mindset of responsibility, enabling future professionals to think critically and act accountably.

Sustainability with Integrity

Events have the power to shape culture, mobilise communities, and amplify collective narratives. When designed and delivered with integrity, they become catalysts for real environmental progress. However, if sustainability continues to be reduced to a marketing asset rather than upheld as a guiding principle, the credibility of the industry will eventually collapse under the weight of its own contradictions.

What the world needs now is not simply a proliferation of so-called “green events,” but a generation of professionals who are honest, reflective, and willing to match their rhetoric with action. Sustainability must be built on evidence, not aesthetics—on integrity, not image.

Reference

Jones, M., 2017. Sustainable event management: A practical guide. Routledge. https://doi.org/10.4324/9781315439723

Dickson, C. and Arcodia, C., 2010. Promoting sustainable event practice: The role of professional associations. International Journal of Hospitality Management, 29(2), pp.236-244. https://doi.org/10.1016/j.ijhm.2009.10.013 

Henderson, S., 2011. The development of competitive advantage through sustainable event management. Worldwide Hospitality and Tourism Themes, 3(3), pp.245-257. https://doi.org/10.1108/17554211111142202 

Delmas, M.A. and Burbano, V.C., 2011. The drivers of greenwashing. California management review, 54(1), pp.64-87. https://doi.org/10.1525/cmr.2011.54.1.64 

Cummings, J., 2016. The greening of the music festival scene: an exploration of sustainable practices and their influence on youth culture. In The festivalization of culture (pp. 169-186). Routledge. https://doi.org/10.1080/09669582.2011.636819 

Jeurissen, R., 2000. Cannibals with forks: The triple bottom line of 21st century business. https://www.jstor.org/stable/25074238

Aykut, S., Pavenstädt, C., Braun, M., Datchoua-Tirvaudey, A., D’Amico, E., Hinks, E., Schenuit, F., Wilkens, J. and Rödder, S., 2022. Circles of Global Climate Governance. Center for Sustainable Science Research Working Paper No. https://doi.org/10.25592/css-wp-004

Mair, J. and Laing, J., 2012. The greening of music festivals: Motivations, barriers and outcomes. Applying the Mair and Jago model. Journal of Sustainable Tourism, 20(5), pp.683-700. https://doi.org/10.1080/09669582.2011.636819 

Suchman, M.C., 1995. Managing legitimacy: Strategic and institutional approaches. Academy of management review, 20(3), pp.571-610. https://doi.org/10.5465/amr.1995.9508080331 

Carreño, I., 2023. To Address “Greenwashing” and Misleading Environmental Claims, the European Commission Publishes a Proposal on “Green Claims” and Their Substantiation. European Journal of Risk Regulation, 14(3), pp.607-611. https://doi.org/10.1017/err.2023.36