By Mary Tucker | Senior Communications and Content Manager | IAEE
How can exhibition organizers effectively measure and reduce their environmental impact? As one of the industry pioneers in environmental responsibility, GreenTech Amsterdam recently completed a comprehensive carbon footprint assessment and implemented strategic measures to minimize their ecological impact.
In the upcoming IAEE webinar, A Sustainable Future: GreenTech Amsterdam’s Journey Towards Environmental Responsibility on 12 March, the organization’s Hanna Rentmeester, CSR Manager, RAI Amsterdam Markets and Kim Schotborgh, Senior Exhibition Manager of Horticulture, Green Tech Global, RAI Amsterdam will share the methodologies, challenges and successes behind its sustainability initiatives as well as its groundbreaking journey toward sustainable event management.
Here, Hanna and Kim delve the strategies, challenges and successes that shaped GreenTech Amsterdam’s sustainability transformation. They also share practical insights for industry professionals looking to enhance their own environmental practices.
Your carbon footprint assessment revealed interesting insights. Could you share what aspect of exhibition operations generated the most surprising carbon impact, and how did this discovery reshape your sustainability strategy?
Hanna: The most surprising discovery from our carbon footprint assessment was the significant impact of catering, especially when it comes to traditional foods like Bitterballen. While transportation remains the largest contributor to our overall emissions, food-related emissions are often overlooked. For instance, traditional beef Bitterballen have a considerable carbon footprint due to beef production, which generates up to 27 kg of CO₂ per kilogram of meat. The frying and freezing processes further contribute to emissions.
This insight led us to reconsider our food offerings. By choosing plant-based alternatives, such as grains, legumes, vegetables and fruits, we drastically reduce our emissions. Studies show that plant-based diets can reduce food-related emissions by 50-70%. Moving towards more sustainable catering not only lowers our ecological footprint but also aligns with the growing demand for more conscious and environmentally friendly options at events.
GreenTech Amsterdam has implemented several innovative approaches to sustainability. Could you give us a preview of a method that proved particularly successful in reducing environmental impact?
Hanna: At GreenTech Amsterdam, one of the innovative methods that significantly reduced environmental impact was the reduction of carpet use during the exhibition. Traditionally, large-scale events often rely heavily on carpets for aesthetics and comfort, which contributes to significant waste after each event. GreenTech tackled this issue by choosing more sustainable alternatives, such as not fully carpeting the aisles and exploring the possibility of using carpets made from post-consumer textiles via I-DID.
When balancing the high-energy demands of large-scale exhibitions with sustainability goals, what are the most challenging trade-offs you encounter and how do you navigate them?
Kim: One of the most challenging trade-offs is, of course, traveling to and from an event. Let’s address the elephant in the room: flying is bad for the environment. Yet having said that, to navigate this challenge, we focus on maximizing travel efficiency and implementing sustainable transport solutions. Studies show that trade fair visitors conduct an average of 13.1 business contacts per day, with over one-third of these meetings eliminating the need for additional trips, averaging 17.6 business contacts per day and avoiding 7.7 extra trips, compared to 12.3 contacts and 4.7 avoided trips for car travelers. This demonstrates how well-planned trade fair visits can reduce overall travel needs and associated emissions.
In addition to optimizing travel, we also promote the use of public transport as a sustainable alternative. For many exhibitors and visitors, using public transportation to get to and from the event is a highly efficient and eco-friendly option. By taking public transport, you reduce the carbon footprint of the event even more.
Furthermore, we integrate ride-sharing solutions like Slinger Carpool, which allows attendees to carpool. The carpool platform integrates with event websites, making it easy for participants to find or offer rides.
By combining efficient travel planning, public transport promotion, carpooling initiatives and other sustainable event practices, we work to balance the high-energy demands of exhibitions with ambitious sustainability goals. This ensures that global collaboration can continue while reducing the environmental footprint of these essential gatherings.
Your team has been working closely with exhibitors to promote sustainable practices. Can you share a specific success story where an exhibitor transformed its booth design or operations based on your guidance?
Hanna: Our team has been working closely with exhibitors to promote sustainable practices, and a key solution we often recommend is modular stand construction. For stands of 30 m² or smaller, this approach is not only flexible, efficient and professional, but it also significantly prioritizes sustainability. Modular stands reduce the CO₂ footprint by over 45%. They cut logistics movements by more than 50%, which is a big improvement for our neighbors. All this is making the entire process more efficient and environmentally friendly. Moreover, stand elements can be reused across multiple events, and materials that can no longer be repurposed are responsibly recycled. By working with trusted local partners, we ensure that exhibitors receive effective and sustainable solutions.
Kim: One specific success story comes from the Better Stands program, which encourages exhibitors to use reusable and recyclable materials to further reduce their environmental impact. Through this program, an exhibitor assessed its current booth design and made the decision to replace its traditional disposable stand with a reusable structure made from recycled materials. This shift led to an 80% reduction in waste and significant long-term cost savings. As a result of its commitment to sustainability, the exhibitor earned Gold Better Stands status, which not only enhanced its reputation among visitors but also set them apart in a competitive industry.
By integrating modular stand design with sustainability-focused programs like Better Stands, we help exhibitors create high-quality presentations that align with environmental goals. This success story reflects how modular solutions, combined with sustainable practices, are transforming the exhibition industry for a greener future.
Looking at the broader exhibition industry, what do you believe are the most common misconceptions about implementing sustainable practices, and how has GreenTech Amsterdam’s experience challenged these assumptions?
Hanna: In the exhibition industry, sustainability is often seen as an added cost or a complex challenge. However, GreenTech’s experience demonstrates that integrating sustainable practices can lead to both cost savings and increased efficiency. For instance, using reusable materials and sustainable booth designs not only reduces waste but also lowers production and disposal costs. By making smarter material choices, exhibitors can create high-quality stands while minimizing expenses.
Additionally, sustainability initiatives are often perceived as easier to implement in smaller events, while large-scale exhibitions might face logistical challenges. GreenTech has proven that scalable solutions are possible across events of all sizes. Measures such as plant-based catering to lower the event’s foodprint and encouraging low-impact transportation options help make sustainability a practical and achievable goal, even for large exhibitions. By taking a strategic approach, GreenTech continues to show that sustainable practices can be seamlessly integrated into the industry without adding unnecessary complexity.
Many exhibition organizers might feel overwhelmed by the prospect of comprehensive sustainability initiatives. Based on your experience, what would you say is the most impactful first step an organization can take toward reducing its environmental footprint?
Kim: If you feel overwhelmed by the prospect of comprehensive sustainability initiatives, start with looking around, using common sense and seeing what’s happening. Everything that ‘just’ gets thrown away, or only used one time, is not so sustainable. And start somewhere. In doing that, you will experience what works and what doesn’t work. Don’t take ‘no’ for an answer and look into the mutual values to create support. Change doesn’t come from writing new policies of ruling, but by trying, failing and trying again.
Another impactful step could be to conduct a comprehensive environmental footprint analysis of the event. This analysis is essential as it provides detailed insights into various aspects of the event’s environmental impact, such as energy consumption, waste generation, carbon emissions from transportation and materials sourcing. By analyzing these areas, organizers can gain a better understanding of which activities and processes contribute most to their carbon footprint. For example, it might reveal that the largest portion of emissions comes from attendee travel, or that a significant amount of waste is generated from disposable materials used during setup and breakdown.
Hanna: Armed with this data, organizers can identify the specific areas where the most substantial reductions can be made. For instance, if transportation is a major contributor, efforts can be focused on promoting carpooling, public transport options, or even encouraging virtual attendance to reduce travel-related emissions.
