Trade Show Executive (TSE) spoke with Helen Sheppard, Global Sustainability Director at RX, about the organization’s sustainability initiatives.
ANDREW: Has RX introduced any new sustainability strategies recently?
HELEN: Yes, at RX, we’ve doubled down on our commitment to achieving net zero carbon events by 2040 through a robust sustainability strategy built on three foundational pillars:
1. Measure
Tracking our energy usage, waste and resource consumption is central to our strategy.
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.
2. Reduce
We’ve begun to look at significant steps to drive carbon reductions across all aspects of event production.
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.
3. Communicate
Transparency is a key value for RX. 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.
Together, these initiatives create a comprehensive approach to embed sustainability into the DNA of our operations. This marks our continued progress on the pathway to net zero carbon events.
ANDREW: What recent events included these or other sustainability strategies, and how were they implemented?
HELEN: Sustainability isn’t just a goal for us; it’s a practice integrated into every event. Here’s how we executed these strategies at recent RX-hosted events:
1. Waste Expo Australia 2024
A holistic approach included reusable cups, digital registrations, expanded recycling streams, biodegradable lanyards and a Zero Waste Café. These efforts brought praise from exhibitors and attendees for reducing overall waste while enhancing the attendee experience.
2. 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. This boosted waste diversion to 77% in 2024.
3. 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. Our “Walk for PGA” initiative also promoted eco-friendly attendee mobility.
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.
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.
These examples reflect the positive impact a targeted waste strategy can have. Feedback from attendees and exhibitors confirms that the industry is ready for more sustainable practices.
Related. TSE Trend Report: Climate Change and Events
ANDREW: Have any RX events faced challenges related to sustainability and how were these overcome?
HELEN: Challenges inevitably arise, but we see them as opportunities to innovate and grow. Here’s how we’ve addressed a few recurring issues:
1. Attitudes to Sustainability
There are some industries where sustainability is high on the agenda and this often impacts the behavior of exhibitors and visitors — they expect to see the event run in a sustainable way. 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.
2. Gaps in Regional Infrastructure
Certain regions offer limited access to recycling or renewable energy. By collaborating with local partners and empowering our teams on the ground, we actively identify creative solutions tailored to each context.
3. Cost Constraints
Sustainable solutions can present higher upfront costs. 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.
These proactive strategies ensure our commitment to sustainability remains strong, no matter the hurdles.
ANDREW: What are some common misconceptions about sustainability in events?
HELEN: A few myths about event sustainability persist:
1. Confusing “Carbon Neutral” with “Net Zero”
Carbon neutrality often relies on offsets, whereas net zero prioritizes reducing emissions at the source. An event can be carbon neutral simply through the purchase of offsets without having a robust decarbonization plan in place.
While offsets may have their place, net zero is all about decarbonization — reducing carbon emissions as much as possible and then using high-quality (and often expensive) carbon removal offsets for the residual, hard to abate emissions.
2. Greenwashing Through Surface-Level Actions
Adding plants or eco-tokens to an event does not make it sustainable. True sustainability involves tackling core areas such as energy, waste and material selection.
It’s the deeper, systemic changes that make the difference.
At RX, we’re committed to dispelling these misconceptions by demonstrating what genuine, impactful action looks like.
ANDREW: How has RX’s approach to sustainability been influenced by recent political developments?
HELEN: We believe in the rule of law and will always be compliant with the laws that apply to us and our business. At RX, our vision for sustainability is not driven by external policies alone but by a values-driven approach to reducing our environmental footprint.
This involves rigorous tracking, bold reductions and transparent reporting to achieve authentic net zero outcomes.
Policy changes give us more reasons to lead by example, not excuses to deviate.
ANDREW: What would you say to organizers concerned about sustainability increasing costs?
HELEN: Sustainability isn’t a cost; it’s an investment. While upfront expenses may exist, the long-term benefits far outweigh them:
- Reduced waste equals reduced waste-disposal fees.
- Energy efficiency translates into lower utility costs.
- Sustainable practices attract eco-conscious exhibitors, partners and attendees, driving long-term loyalty and partnership opportunities.
Furthermore, delaying sustainability poses significant risks. With tightening regulations and global market expectations, late adopters may face exponential costs for retrofitting their practices. Early, strategic investment is the smart and responsible approach.
The financial and reputational ROI of sustainability cannot be overstated.
ANDREW: What are some easy ways organizers can incorporate sustainability into their events?
HELEN: Getting started is simpler than you might think! Here are practical steps to drive meaningful change:
- Optimise 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.
RX remains committed to being at the forefront of sustainability in the events industry. True progress comes when we act boldly and inspire others to join in. Together, we can move the needle toward a greener, healthier future.
