Until recently, talking about sustainability in events was often more of a symbolic gesture: removing plastic bottles, handing out tote bags, or printing on recycled paper. Necessary steps, yes, but ultimately insufficient. In 2025, sustainability is no longer an “extra”: it’s a responsibility no brand can afford to overlook.
The rules of the game have changed. Companies are no longer asking whether an event can be sustainable, they expect it to be: purposeful, positively impactful on its surroundings, and still unforgettable. This shift hasn’t happened in a vacuum, it’s the result of multiple forces at play: consumer pressure, sustainable investment, new European regulations (CSRD, Eco-design, Green Claims Directive, waste management…), and, above all, an increasing focus on corporate responsibility. Today, a compelling story isn’t enough, it must be backed up by action.
Sustainability starts with the concept
Sustainability must be the starting point, not an afterthought. From the initial planning stage, it’s essential to ask the right questions:
- Does the event need to be physical, or could it work online?
- Can we work with local suppliers?
- What materials will we use, and how will we manage waste?
- How will we offset (or neutralise) our carbon footprint?
Every decision counts, and when done properly, sustainability doesn’t dilute the impact, it amplifies it. Because it resonates with what people today expect from brands: authenticity, consistency, and commitment.
When the impact is positive, the message travels further
At Canela, we’ve seen this first-hand, from zero-mile catering and reusable set designs to charitable initiatives integrated into the experience and sustainable mobility strategies. These elements not only reinforce the brand message but also strengthen its relationship with the community. When sustainability is embedded into the DNA of an event, the experience flows with greater meaning.
Leading change in the sector
As professionals, we have a dual responsibility: to support our clients on this journey, and to be drivers of change ourselves. That means educating ourselves, thinking creatively, and also being brave enough to say “no” to outdated practices, proving that it’s possible to move and inspire without polluting.
Sustainability is no longer a box to tick, it’s a new way of approaching events. One that prioritises positive impact, thinks beyond the event itself, and measures success not only by attendance or social media impressions, but by consistency, purpose, and legacy.
In short: events in the future will have to be sustainable, otherwise, they simply won’t happen.
Want to create memorable experiences with real positive impact? At Canela, we help you design events that inspire, engage, and drive meaningful change.
Dianne Vegas is Head of Consumer & Events Specialist
