In a world where sustainability is key, the events industry is experiencing a significant shift. What was once an added value has now become a priority. For many associations and corporations, opting for sustainable events is a strategic decision, as they seek not only to reduce their environmental impact but also to project an image aligned with the United Nations Sustainable Development Goals (SDGs). As someone responsible for attracting international clients, I understand that the commitment to sustainability is a decisive factor in attracting these leads. The key lies in integrating sustainability and decarbonization into a convention center’s strategy and generating value for both clients and the venue.
Large-scale events generate considerable environmental impact, from energy consumption to the carbon footprint derived from transportation. However, this challenge presents an opportunity. Methodologies like CarbonClear Events by Heroica enable convention centers not only to mitigate that impact but also to position themselves as leaders in event decarbonization. This approach directly affects how clients perceive the value of holding their events in a venue committed to sustainability; currently, companies and associations seek more than just modern facilities—they are interested in collaborating with convention centers that share their values.
Leading with sustainability strengthens long-term success.
Attracting Leads with a Sustainable Approach as a Positioning Strategy
Sustainability has become an absolute priority for organizations operating internationally. According to upcoming data to be published by PCMA (Professional Convention Management Association) in its Annual Meetings Industry Survey, three out of five event organizers are including sustainability requirements in their RFPs, as well as other efforts to verify the carbon footprint of their events. Similarly, ICCA (International Congress and Convention Association) has noted that sustainability is not just a trend but an expectation from clients, as 83% of respondents in the “Association Meeting Needs – ICCA 2023 Association Survey” stated they seek suppliers that implement sustainable practices.
As a convention center, it is crucial to understand that attracting leads focused on sustainability is not just a passing trend but a structural change in how clients make decisions. Both associations and international corporations value venues that implement decarbonization practices, efficient waste management, and the use of renewable energy, which also help them project their own environmental responsibility.
This approach not only attracts new clients but also positions the convention center as a leader in the industry, capable of providing sustainable solutions aligned with the current challenges of climate change. Attracting leads from this perspective is not merely about selling a space but about offering added value that aligns with the strategic objectives of clients, enhancing their reputation and facilitating the achievement of their sustainability goals.
Carbon footprints are legacies we can choose to rewrite.
Sustainability and decarbonization are more than just differentiators; they are the result of a necessity in the current market. Convention centers that adopt a comprehensive decarbonization approach not only respond to present demands but also position themselves to lead in the future. The implementation of these strategies strengthens long-term business relationships, contributing to the success of both parties.
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