The Green Meeting Industry Council (GMIC) has announced a new research project which will document corporate brands’ use of events to activate and communicate commitments on sustainable event procurement and practices.
The project, “An Analysis of Corporate Brands: How Corporate Brands Use Live Events to Underscore Sustainability Practices, is being conducted in partnership with the University of Nevada, Las Vegas. It kicked off at IMEX America, which was held October 13-15 in Las Vegas, NV.
“We plan to give the events industry a much clearer understanding of what level of sustainable practices are being regularly implemented. Suppliers will have an opportunity to see where they measure up and where they might gain market share,” said Roger Simons, CMP, president of the global board of directors at GMIC and global sustainability manager for MCI, based in Singapore.
“Evidence points to many organizations implementing sustainable practices in their events in recent years but currently no organization is collecting their stories or communicating their impact,” he explained. “The type, extent and frequency of these practices in events remains unclear and largely undocumented.”
In addition to determining which sustainable practices are regularly implemented by Fortune 500 companies, the project aims to provide a sustainable events planning benchmark against which firms can compare their own event planning.
Questions to be asked of participants, both corporate event planners and suppliers, through focus groups and questionnaires, include:
- What were Fortune 500 brands’ sustainability practices five years ago compared to now?
- Has the amount or degree of implementation of sustainable practices improved over the past three to five years?
- Which sustainable practices are being implemented in meetings and events planning and and procurement?
- How are they measuring and communicating impact?
- How is sustainability affecting their bottom line?
- Do the practices follow industry standards?
- What role do their suppliers play?
Three researchers from UNLV’s William F. Harrah’s College of Hotel Administration will oversee the project: Dina Zemke, PhD; Yen-Soon Kim, PhD, and Heather Monteiro, MBA. The final results are expected in June 2016.
The Thailand Convention & Exhibition Bureau has signed on as exclusive destination sponsorship partner to set its leadership toward sustainability. Openings for other exclusive category partners are still available.