By Leo Rayman, Founder & CEO of EdenLab, and Harriet Palmer, Sustainability Lead at Event Concept
It might seem to some that the sustainability agenda is fading away. The headlines have cooled, the LinkedIn posts have slowed, and the hype cycles have moved on.
But behind the scenes, the reality is very different. Those businesses only thinking about today are missing the biggest growth opportunity of the next decade.
Between 2023 and 2024, the net zero economy grew by more than 10%. Globally, the green economy’s market capitalisation has soared at a compound annual growth rate of 15% – second only to the technology sector. Whether it’s the explosive rise in solar capacity, the mainstreaming of pre-loved clothing, or the dominance of companies like Octopus Energy, change is accelerating.
So, while the time for overblown sustainability claims and bandwagoning may be over, the green agenda isn’t going anywhere. We’re entering a new, more measured era – the sustainability by stealth era – and the businesses acting now will define the next wave of growth.
Yet, there’s a disconnect. Too many businesses are still treating sustainability as a box to tick or a cost to avoid. Short-term thinking, and the myth that sustainability always costs more or diminishes experience, still holds too much sway.
That could not be further from the truth. And for a clear example of what’s possible, you can look to the world of events.
The status quo is more expensive than you think
Let’s get one thing straight: sustainability is not about downgrading your product or experience. Nor is it always about spending more. In fact, brands embracing sustainability are finding creative ways to deliver not just greener outcomes, but smarter, more efficient, more premium experiences that deliver greater long-term value.
B2B events are a case in point. Travel drives most event footprints (often up to 80% of total emissions), yet lower-impact alternatives are resisted because they’re seen as less convenient.
But you could make slow travel a purposeful feature of the experience. Delegates can take the train together, turning the journey into an opportunity for networking and connection. Emissions fall while stronger relationships form, and such relationships are ultimately more likely to stand the test of time.
And what about event swag, most of which ends up in landfill? One Event Concept client built a “swag store” where attendees could pre-select genuinely desirable items. Not only did this cut the landfill-fodder, it elevated the entire event, creating a sense of exclusivity, personalisation and premium value far more memorable than a tote bag and plastic pen.
The same principle applies to event assets and materials. Rather than relying on single-use props and fast fixes, investing in durable, multi-use assets pays off over time. Event professionals sometimes hesitate at the upfront price of reusable options, but when you factor in the hidden costs of constant replacement and waste management, the old way quickly looks like a false economy.
Red carpets are a good example. The cost of repeatedly replacing and disposing of single-use carpet soon exceeds the investment in an LED alternative, which delivers a premium effect and can be used time and again.
When you make that mental leap, you don’t just reduce impact. You create experiences that are more valuable, more memorable, and more cost-effective in the long-term.
Sustainability will define future success
What’s true in events is true everywhere else: when businesses stop treating sustainability as a cost and start seeing it as a catalyst, it opens up entirely new ways to create long-term value.
Across sectors, sustainability is fuelling innovation, efficiency, and new markets. Entire industries are emerging around low-impact products and infrastructure, from regenerative food to circular retail.
At the same time, existing businesses are rethinking products and services to create options that are not just greener, but better – and don’t cost the earth. Unilever’s reformulated CIF range, for example, cut CO₂ emissions while improving product performance at no extra cost.
This is what audiences increasingly expect. Consumers are shifting spend towards cleaner alternatives when price and performance are maintained. Businesses are tightening procurement criteria and re-evaluating partnerships through an environmental lens. Employees want to work for organisations that reflect their values. Failing to meet those expectations today risks losing customers, contracts, and talent tomorrow.
Crucially, those investing early are also building greater resilience. IKEA’s long-term commitment to renewable energy, for instance, insulated it from the gas and oil price shocks that hit competitors hard in recent years.
The green economy isn’t just a movement. It’s a structural shift in the market. The first wave of sustainability may have faded, but a second is already emerging: one that’s more ambitious, more rigorous, and driven by long-term value creation rather than short-term claims.
This new era is about real, transformative change, and it will quickly expose those who stand still. The question isn’t whether sustainability will pay off, but which businesses have the foresight and ambition to lead the way – in events and beyond.
