Sustainability in the
Meetings Industry
Is our market
transforming?
• Guy Bigwood , MCI Group Sustainability
Director
• Amsterdam ,Oct 09

Hello, My name is
Guy Bigwood
2

If there is no action before 2012, it’s too late.
What we do in the next two to three years will determine our
future. This is the defining moment.”
Dr. R.J. Pachauri, Head of the IPCC and Nobel Peace Prize winner
3

MCI Group
Sustainability
Director
Largest integrated global event and association
management company
250 Million Euros Turnover
37 Offices
800 People
4

Advisors to
Manage MCI CONVENTION CENTERS
Sustainability
HOTEL CHAINS
Services
ASSOCIATIONS -NGOs
DESTINATIONS
CERTIFICATION
COMPANIES
5

I’m incoming president of the
The premier dedicated global
community for sustainability
education, research, policy and
standards for the meetings and event
industry
6

You can find this presentation on
LessConversationMoreAction.com

Agenda
1. Why the meetings industry needs to change
2. Look at trends for 2010 - Is the industry
transforming?
3. How do we accelerate the transformation

Climate Change is long
term and its effects are
only just beginning
CO2
1850 1900 1950 2000
9

Meetings and events
account for an estimated
1% of global emissions
CO2
1850 1900 1950 2000

50% world’s tropical and temperate forests are gone
13468

Fa cts
me one.
So are g
r fish
pre dato d or
rge fishe
of th
e la over
s are
•90 %
e fis herie
arin .
of m acity
5% to cap
•7 ed
fish

an
n e
a u
t h ss
re l i
o ca
m gi
Its lo
c o
e

9 billion in 2050
6.5 billion in 2005
The world 5 billion in 1987
population 3 billion in 1960
is increasing 2 billion in 1930
1 billion in 1800
250 million in 1
5 million
10 000 bef. JC 5 000 bef. JC 0 1000 2050

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Some Facts
chemicals
in the cord blood from newborns in the USA

• 35% of cancer deaths are directly
attributable to diet Some Facts
• 50% of western health care costs are
attributable to health risks that can be modified
by lifestyle behaviours

826 million
people are hungry
1.6 billion
People are over-nourished and overweight
Sources: United Nations WHO

Living beyond our means
De
cl inin
gr
eso
ur c
es
Sustainable Supply
A
Sustainable
Future
Current n Sustainable Demand
Reality mpt i o
co nsu
ce
s our
in g re
as
In cre
Source:The Natural Step

Finally – the message is starting to
get through…

The global meetings industry
is starting to think differently,
innovate and get into action

But what about 2010?
Will our industry
really transform
through
sustainability?

AND TRENDS

.
1
the
d
on nt
y i
be po
ng ng
si pi
s
a ip
P t

Corporations realise that
sustainability is good business
sense and opportunity

Save energy
Fly Less
Print Less
Walk More
Reuse More
Eliminate waste
Have a purpose
Build Brand

Good Business Sense
Oracle OpenWorld 2008
$1,500,000 - reducing water bottles
$235,850 – Printing 75% less.
$60,000 - Saved by cutting shuttles.
Source: Meeting Strategies Worldwide

MASSIVE
Opportunity

LOHAS
Lifestyles of Health and Sustainability
Renewables
Alternative Health
Personal Development
Sustainable Products
Organic Food
Wellness

Paradigm
SHIFT
in how people select, buy and
organise meetings and events

TO
Y
N
E AB IL
IT
E IN
R TA
G S
M
O ED SU
R AT
F R
2 . G
TE
IN

Understanding that its all connected
36

Triple Bottom Line
PLANET
Viable Bearable
SUSTAINABLE
PROFIT Equitable PEOPLE
37

3. From Confused to
AWARE Consumers

4. From nice
marketing to
taxes and
LEGAL
requirement

5. Standard part of the purchasing
decision process

Sustainability Indexing

6. From creative labels
to trusted global
certification brands

Boom and consolidation of certification labels
43

Growth International Event Standards
Reporting
GRI
Performance
(checklists) ANSI - APEX
Management BS8901 > ISO
Systems
(Process)
Environment Social Economic
44

Understanding Standards and Certifications
Sustainable Meeting Standards
BS8901 APEX ANSI
- Management System - Performance Standard
- Only international standard in - Launched end 2009
use
- Will be used by US Govt
- Developed for Olympics in 2012
- ISO by 2012
- Used in US, Brasil, Denmark,
Australia
- Google, Microsoft, UN, MPI…
Standards are complementary
Share people on technical teams
45

HOTEL/VENUE Standards and Certifications
Key international programs in Europe
Reporting
GRI
Performance GreenGlobe
(checklists) Swan
Management GreenKey BS8901
Systems ISO14001
(Process) EMAS
EUFlower
Environment Social Economic
Bold highlighted are top performers
46

7. Pressure to
Measure and Report

Growth in Reporting
Annual and CSR Reporting
- Strategy - Commitment, vision,
principles
- Analysis of the management
system performance
- Data measurement of impacts
- Interpretation into meaningful
comparisons
- Benchmarking with industry
averages
- Lessons learned and
improvement actions
48

49

Introduction new tools and software platforms
DESTINATION EXHIBITION
A Sustainability platform that MARKETING
VENUE
helps to increase the COMMUNICATIONS
performance of your suppliers
and event
ACCOMMODATION TRANSPORT
Analyses the event in 8 key
FOOD AND areas
EVENT OFFICE
BEVERAGE
www.mci-group.meetgreen.com
MeetGreen was created and based on the Convention Industry
Council Green Meetings Task Force Report, 2004.
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51

52

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8. Rise of the
eco-zones

Copenhagen –
goes really green
• ECO-Zone (10+ climate
mtgs)
• Multi-Stakeholder
Sustainability Taskforce
• Client green taskforce
• 7200 Certified Green
Rooms in CPH Area
• 20% Reduction in CO2
• Organic Food at almost
parity cost

9. Stabilization
Virtual
Meetings

10. Acceleration in Innovation

Making decisions and being green easier

2010 Trends
1. Passing beyond the tipping point
2. From green to integrated sustainability
3. From confused to aware consumers
4. From nice marketing to taxes and legal requirement
5. Standard part of the purchasing decision process
6. From creative label to trusted global certification brands
7. Pressure to measure and report
8. Rise of the eco-zones
9. Stabilization virtual meetings
10. Acceleration in innovation

But what about 2010?
Will our industry
really transform
through
sustainability?

50% of SALES

That’s good
but is good –
good enough
?

How do we accelerate the transformation?

Understand the
RISK!
MAXIMISE
Opportunity

The business case for sustainable events
Brand Consistency Cost Savings
Align and support corporate CSR Operational Efficiencies
messages
Obligation
& Responsibility
People - Planet
Brand Staff Motivation
Profit
Reputation Better place to work
Competitive Differentiation
PR Exposure
Industry Leadership
66

Include sustainability in your event strategy
Vision
Leadership
Principles Policies
Commitment
Goals, Priorities
67

Use existing frameworks and systems
MCI Sustainability Framework
EDUCATION
STAKEHOLDER OPERATIONAL
ENGAGEMENT PROCESS
STRATEGY
CERTIFICATION MEASUREMENT
COMMUNICATION
68

THE END
almost

“It is not the
strongest of the
species that survive,
nor the most
intelligent, but the
one most adaptable
to change.”
- Charles Darwin

You have the
power
to influence change

What is your role?

For more information
LessConversation
MoreAction.com
Guy.bigwood@mci-group.com

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