RX is doubling down on its commitment to achieve net zero carbon events and trade shows by 2040, using a sustainability strategy built on three pillars: Measure, Reduce and Communicate.
Trade Show Executive (TSE) explored this strategy with Helen Sheppard, the organization’s Global Sustainability Director, and got success strategies for professionals looking to join her efforts or find inspiration.
RX’s Three Sustainability Pillars
- Measure:
“Tracking our energy usage, waste and resource consumption is central to our strategy,” Sheppard said. “We measure every detail — including carpet usage, which helps us to understand our biggest opportunities for emissions reductions. For example, by transitioning to recyclable carpet options, we’ve demonstrated emissions reductions of up to 85% per square meter, an impactful change toward sustainability.”
- Reduce:
“We’ve begun to look at significant steps to drive carbon reductions across all aspects of event production,” Sheppard explained. “Reducing carbon emissions requires enormous effort from our event teams and our partners, suppliers and customers.
“We are about to launch our Sustainability Scorecard, which focuses on 15 critical actions targeting areas like energy use, waste and responsible food and drink options. This scorecard sets benchmarks for every event and provides a framework for their actions. Additionally, our revised Sustainability Playbook, due to be published in June, and new targeted webinars are equipping our teams and partners with practical tools to integrate these standards seamlessly.”
- Communicate:
“Transparency is a key value for RX,” Sheppard added. “We’re committed to sharing progress, lessons and outcomes openly, ensuring all stakeholders understand the tangible impact our actions have. Through active communication, we also work to educate and inspire others in our industry about the importance of sustainability.”
Sustainability at Work
Sheppard shared that sustainability is integrated into every RX event and gave the following examples:
Waste Expo Australia 2024:
“A holistic approach included reusable cups, digital registrations, expanded recycling streams, biodegradable lanyards and a Zero Waste Café,” Sheppard said. “These efforts brought praise from exhibitors and attendees for reducing overall waste while enhancing the attendee experience.”
ISC West: “Partnering with MeetGreen, we launched a multi-year zero waste initiative, including sustainability guides for exhibitors, recyclable event materials and a food donation program,” Sheppard explained. “This boosted waste diversion to 77% in 2024.”
PGA Show: “Efforts here included diverting 768 pounds of compostable material, partnering with charities like Habitat for Humanity and showcasing sustainable farming with aeroponic grow towers,” Sheppard added. “Our ‘Walk for PGA’ initiative also promoted eco-friendly attendee mobility.”
World Travel Market London: “We introduced initiatives to help exhibitors and their contractors better plan for and track the waste generated during stand construction. This streamlined efficiencies, cut waste-related costs by 34% and achieved a 61% recycling rate,” Sheppard said. “ExCeL launched ‘Waste Ambassadors’ to help contractors easily access bins and spot waste issues early. Working closely with RX and contractors, they kept the floor running clean and smooth.”
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Challenges
Even the best strategies can encounter hurdles. Here are a few challenges that RX faced — and how they were overcome.
- Attitudes to Sustainability
“There are some industries where sustainability is high on the agenda and this often impacts the behaviour of exhibitors and visitors — they expect to see the event run in a sustainable way,” Sheppard said. “However, there are many industries where sustainability is not as prominent or hasn’t yet permeated the marketing teams. In these instances, we need to build awareness and help educate our exhibitors why it is important to deliver a sustainable event and be able to do so without impacting the look and feel of the event — especially in those luxury markets.”
- Gaps in Regional Infrastructure
“Certain regions offer limited access to recycling or renewable energy,” Sheppard explained. “By collaborating with local partners and empowering our teams on the ground, we actively identify creative solutions tailored to each context.”
- Cost Constraints
“Sustainable solutions can present higher upfront costs,” Sheppard shared. “However, we position these as long-term investments with measurable returns, such as waste reduction and energy savings. By showing the ROI of sustainability, we’ve effectively garnered stakeholder buy-in, unlocking both financial and reputational benefits over time.”
Advice for Organizers
“Getting started is simpler than you might think,” Sheppard said.
Here are practical steps from Sheppard to drive meaningful change:
- Optimize Energy: Use LED lighting and renewable energy sources.
- Tackle Waste: Provide clear recycling stations and swap printed materials for digital.
- Select Materials Carefully: Use modular, recyclable or reusable materials for stands and signage.
- Rethink F&B: Swap single-use plastics for reusable items, offer plant-based menu options and donate leftovers.
“By embedding these steps into your planning, you create impactful and sustainable experiences,” Sheppard said.
To get an in-depth Q&A with Helen, subscribe to TSE’s free e-newsletter.
