CHICAGO — April is Sustainability Month and a great time to speak with Sydney Rhea, CEM, Sustainability Project Delivery Manager, North America, at Informa Markets and one of Trade Show Executive’s 2024 Women to Watch.
TSE caught up with Rhea to learn how Informa Markets — which has over 450 specialist brands and is committed to becoming a zero waste and net zero carbon business by 2030 through its FasterForward program — multiplies its sustainability impact, and get her advice for events professionals who want to become more eco-friendly.
ANDREW: Why is sustainability a priority for Informa Markets?
SYDNEY: We view sustainability not just as an ethical priority, but as a key driver of our business success.
We’ve focused on the key areas where we can make the biggest difference: reducing carbon emissions, minimizing disposable stands and bringing people together to share knowledge on the creation of more sustainable industries.
We bring together communities of experts not just to learn about the latest innovations in their industries, but increasingly to help them find the solutions to their own sustainability challenges. This is the way we can have the greatest impact on the world.
ANDREW: How does Informa Markets ensure that sustainability is embedded across all of its brands?
SYDNEY: The main tool we use to embed a consistent approach to sustainability is the Sustainable Event Fundamentals which encourages more than 500 of our events to consider 16 different aspects of sustainable events.
As a global business serving communities of experts in industries as diverse as construction, maritime, aviation and fashion, we’ve found the best approach to be setting frameworks on sustainability and encouraging colleagues to innovate. No two of our shows are the same, so their solutions to sustainability challenges won’t be the same either.
We have a diverse colleague base that brings new ideas to the table all the time. We encourage sharing between teams as much as possible — what works, what doesn’t work — and how we can create partnerships in our key cities that benefit any events that we bring there.
ANDREW: How does Informa Markets work to multiply its sustainability impact?
SYDNEY: We focus on embedding sustainability related content in all our products as a way of helping increase the sustainability of our customer markets whilst providing them with the solutions they need.
The third pillar of our FasterForward program is called “Impact Multiplier” — It’s all about how we can have an even greater impact on the world when we improve access to knowledge, contribute economically to our host cities and invest in our communities.
Building meaningful initiatives that help people who wouldn’t otherwise have access to our networks and knowledge is one way that we do that. Not only does that have a positive impact on individual’s lives, but it benefits the industries we serve too — ensuring the best talent and best ideas have an opportunity to shine.
We’re also investing in our communities through donations of cash and products, giving exposure to community groups, sharing skills through volunteering and catalyzing fundraising activities.
ANDREW: What Informa Markets events would you like to call out for being exemplary where sustainability is concerned?
SYDNEY: Almost all of our events are now embedding some elements of sustainability — this includes how the events are run as much as it does the content of the event. World of Concrete, Natural Products Expo West, MAGIC and so many more have been absolutely dedicated to sustainable practice.
Some events take it to the next level, especially when they are targeted at specific industries that are deeply focused on sustainability.
One example is SupplySide Global, which exemplifies Informa Markets’ commitment to driving sustainability and social responsibility in the health and nutrition industry. In 2024 the event brought together industry professionals within the nutraceutical and food & beverage sectors to tackle challenges and showcase groundbreaking solutions. It featured sustainability-focused initiatives, including the Sustainable Packaging Solutions Showcase and SupplyChain Sustainability Stories program, while highlighting diverse voices, particularly women’s health and underrepresented groups.
The event’s success stemmed from its collaborative approach, partnering with charitable organizations and industry leaders. This strategy, guided by partnerships with entities like the American Botanical Council and Women in Nutraceuticals, ensured the event addressed pressing industry needs in sustainability and inclusivity.
ANDREW: What new initiatives have Informa Markets recently implemented?
SYDNEY: We are leveraging technology to enhance accessibility and knowledge sharing at our events. The implementation of Wordly AI-powered translation services at the International Roofing Expo is a prime example of this approach. It offered real-time translations and closed captioning, covering 18 content theaters and serving more than 325 guests. This initiative was aimed at removing language barriers and improved access to knowledge, aligning with our Impact Multiplier pillar.
Additionally, in line with our commitment to investing in our communities and improving access to knowledge, we’ve introduced the Public Sector Scholarship Program at WasteExpo. This program provides 10 scholarships to public sector attendees, offering critical support for professionals in waste management and enhancing education and networking opportunities in the industry. It exemplifies our efforts to have a positive impact on individuals’ lives while benefiting the industries we serve.
By encouraging knowledge sharing, leveraging technology and investing in our communities, we’re not just talking about sustainability —– we’re actively creating solutions and opportunities for a more sustainable future.
ANDREW: What do you see as the future of sustainability in the events industry?
SYDNEY: I think that there is tremendous value in cross-industry collaborations becoming the norm, particularly in addressing sustainability opportunities across the diverse sectors we serve. At Informa, we’re uniquely positioned to facilitate these collaborations, given our reach across so many industries.
We envision hosting forums where battery manufacturers, electronic device producers and waste management experts come together to tackle the growing challenge of electronic waste, with a particular focus on battery disposal and recycling. These events would serve as catalysts for innovative solutions that go beyond end-of-life considerations, instead focusing on how we can design batteries and devices with their entire lifecycle in mind.
By creating these collaborative spaces, we can fundamentally rethink how products and services are designed from the outset. This will be crucial in reducing waste, maximizing resource efficiency and driving innovation throughout the global economy and across diverse industries.
Related. TSE Trend Report: Climate Change and Events
ANDREW: What advice would you give to an individual events professional who wants to become more sustainable?
SYDNEY: Take time to align the sustainability values of yourself, your organization and your attendees, considering the interests of the industry your event serves. Once you’ve identified key priorities, implement small, achievable improvements that align with these values.
For example, if your company values providing opportunities for underprivileged students, consider incorporating educational programs or job fairs into your events. If you personally care about ocean conservation and your event is near a beach, organize a staff beach cleanup activity.
For industries with many first-time attendees unfamiliar with the host city, arrange group walks or runs from hotels to the event center, promoting networking, safety and physical activity while reducing vehicle use.
There are several areas where you can actually reduce expenses while improving sustainability, such as eliminating or reducing printed materials. This approach demonstrates the financial benefits of sustainability initiatives, making it easier to secure budgets and help transform the world at the same time.
Measure and communicate the impact of your initiatives, keeping track of positive changes and their effects. By taking these steps, you can significantly improve the sustainability of your events, potentially reduce costs and enhance the attendee experience.
Remember, sustainability is an ongoing journey, and every small action contributes to a larger positive impact.
ANDREW: Is there anything else that you would like to add?
SYDNEY: While sustainability was once considered a “nice to have” for Generation X and became an important factor for Millennials, it has now evolved into an expected, essential feature for Generation Z, our next generation of leaders. This shift in generational values underscores the critical importance of embedding sustainability into the very fabric of event production and content delivery.
For event organizers looking to maintain relevance and appeal to future attendees, sustainability can no longer be an afterthought or a superficial addition. It must be intrinsically woven into every aspect of event planning, execution, and the knowledge shared during these gatherings.
By embracing sustainability as a core principle, event organizers can not only meet the expectations of younger generations but also contribute to positive change in their industries and the world at large.
This paradigm shift is an opportunity to innovate and create more meaningful, impactful events.
Don’t let this scare you, let it inspire you!
Want more content like this? Subscribe to TSE’s monthly Young Professionals Newsletter to get case studies on hot topics, resource rundowns and Q&As with industry leaders delivered right to your inbox.
