TRAVEL

By Andreas Laube, Managing Director of MCI Germany

You're going to be hard pressed trying to find a hotter buzzword right now than "sustainability". With that being said, the general consensus amongst the academic community as to what the word means exactly is being vigorously debated - and the jury is still out.

 

Sustainability is not a new thing

 

Hans Carl von Carlowitz was the first person to coin the term, and indeed the very concept of "sustainability" in relation to forestry at the turn of the 17th Century. His core principle was that people should only harvest as much wood as they are able to regrow, in order to ensure that the natural ecosystem is maintained and not exploited for the long term. This basic definition still very much represents the core meaning of the term as we know it today.

 

From buzzword to compelling business argument

 

In today's world, the term sustainability is no longer relevant to ecological applications only. Indeed, the term has found a new lease of life in the political, economical and social spheres and has evolved from a simple buzzword into a compelling argument in all areas of business and life.

 

More and more people are realising the phenomenal potential for sustainable development, and companies, in particular, are increasingly discovering how environmental and responsible stewardship is providing them with a distinct and visible competitive advantage.

 

Sustainability in the MICE industry

 

Sustainability has become more and more relevant for the MICE industry in recent years and companies are increasingly relying on external partners to implement their sustainable strategies. These developments offer a distinct competitive advantage for companies which have been dealing with this topic for some time and which can demonstrate clear and tangible results at the back end.

 

What does sustainability help bring to the table?

 

Sustainable action brings so much more to the table for businesses than simply providing a feel-good factor for stakeholders and shareholders. From a marketing viewpoint, sustainable action is increasingly moving away from being a CSR-based selling point and is fast becoming a standard requirement. This invariably means that the advantages presented by towing the sustainable line are becoming increasingly less unique and are expected to become the norm in the very near future.

 

This isn't something that is only taking place on the corporate level either, but is also becoming most relevant for the MICE industry itself; be that visitors, delegates, or even the events themselves.

 

That's why following on from each event or congress, MCI undertakes an impartial qualitative survey. Events with a strong emphasis on sustainability are increasingly becoming a forefront issue and a driver for event satisfaction, so long as the overall quality and integrity of the events are not compromised, of course. Meeting planners want to be able to recognise the tangible benefits to the organisation, all the while without compromising the expected performance and efficiency in the process.

 

In addition to these positive advantages, sustainability also provides other benefits: namely the halo effect it can provide for the company in terms of branding and the good it can do from a social awareness point of view. This is best encompassed by MCI 's mandate which is to "enable and inspire the MCI teams around the world to volunteer time for community action projects."

 

What is the definition of a sustainable event?

 

An event can be credibly defined as being sustainable if at least two of the following criteria are met: firstly, if it is being sustainable in terms of the "unseen" aspects of the event, such as the planning, the logistics and the choice of location. Whilst these might not be immediately visible to participants, the actions can still be communicated to great advantage. Secondly, if sustainability is present in the visible realm; of course here are the most tangible aspects such as catering, use of ecofriendly and recycled materials, and a deliberate forgoing of paper in favour of a digital-only environment.

 

Conclusion

 

Sustainability is no longer a niche pursuit in the field of MICE, but is increasingly becoming a matter of course for success in the field. Taking time to implement it properly will increase the market relevance and overall perception of the events amongst participants. This, in turn, will help to ensure that sustainability continues to be an economic driver for trade fairs, congresses and indeed all other types of events.

 

 

 

 

 

Plan your next event in compliance with the highest sustainability standards in Germany by visiting:

 

https://www.mci-group.com/de-DE

 

Or contact Andreas Laube personally:

 

Andreas.Laube@mci-group.com

 

 

 

IMAGE: iStock

How the MCI Group are redefining sustainability in the events industry

An exclusive interview with the MCI Group's Sustainability Services Director