The label “sustainable event” has already become an essential requirement in the world of corporate events. However, the growing interest in and trends around sustainability have also been accompanied by greenwashing practices that put brand reputation at risk, generate mistrust, and can even lead to regulatory sanctions.
For companies planning to organize events, the challenge is no longer just to reduce their environmental impact, but to demonstrate, through data and verifiable criteria, that what is being communicated is real and not an empty promise, following the same practices used when communicating your company’s sustainability.
What is greenwashing and how it affects corporate events
Greenwashing is a misleading practice that occurs when a brand claims to be “green” without truly being so, promoting sustainable actions that, in practice, are minimal, irrelevant, or do not even exist. In the context of corporate events, it can be identified in messages that claim an event is “carbon neutral” when, in reality, it is not.
Various organizations, such as the European Union through Directive (EU) 2024/825, link greenwashing to the gap between what a company reports about its environmental impact and the actual reality, warning that this information can mislead attendees and distort competition between companies by providing false data.
Why Greenwashing harms your event and your company
As a bad practice, greenwashing can become a problem for a company’s strategy and negatively influence your corporate event. Some of the main drawbacks include:
- Reputation at risk: when environmental claims are found to be exaggerated or unsupported by evidence, a loss of brand credibility occurs, damaging its reputation. Honesty and having a specialized team for organizing sustainable events are key to avoiding greenwashing practices.
- Legal risk: greenwashing practices may lead to potential sanctions or the obligation to correct communications.
How to avoid Greenwashing in event communication
Avoiding greenwashing means organizing and communicating your event honestly, applying rigor, consistency, and traceability, in the same way sustainability practices are communicated, such as:
Communicating truthful messages and claims
- It is recommended to replace generic messages such as “eco-friendly event” with specific data: percentage of recycled waste, figures on reduced energy consumption compared to previous editions, or concrete sustainable mobility measures. Any numerical contribution adds value as long as it is real. At this point, it is important that all presented sustainable actions are measurable.
- Avoid absolute terms such as “100% sustainable” or “zero impact” unless they can be demonstrated using a recognized and audited methodology.
Providing evidence and verifiable metrics
- Clearly present, before the event, the indicators that will be taken into account (carbon footprint, water consumption, material reuse, etc.) and measure them correctly.
- Rely on certifications, external audits, or verified labels, transparently explaining what each recognition validates.
Ensuring consistency between messaging and actions
- Align the sustainability narrative with key decisions when organizing the event, such as the choice of venue, catering, transportation, suppliers, and/or corporate gifts.
- Avoid contradictory situations, such as hiring suppliers that generate excessive waste, failing to implement recycling at the venue, offering unnecessary and disposable merchandising, or serving water in plastic bottles.
Do you need help organizing your sustainable corporate event? Rely on the professional and specialized team at LF Channel, get in touch with us with confidence.
