Events of all types have the potential to impact on the environment and on the host community both positively and negatively. Events are growing in number, both in terms of numbers attending events. Whilst the negative impacts of events are commonly reported, and include excess waste, pollution and overcrowding, recent research has begun to examine the ways in which events can play a more positive role in terms of their environmental and social performance.
The United Nations Environment Programme (UNEP) defines a green economy as one that results in ‘improved human well-being and social equity, while significantly reducing environment risks and ecological scarcities’. This clearly links the green economy with both the natural and built environment and with communities and societies all over the world. This chapter will examine the relationships between events and the environments and communities in which they take place, and will examine what steps are being taken to minimise any negative impacts, whilst at the same time maximising the potential positive impacts, thereby working towards the green economy. There are a number of environmental measures that events routinely include, such as waste management strategies, recycling and water conservation measures, but there is also a growing range of more innovative steps that events can take to be more environmentally friendly. Whilst the positive social impacts of events are harder to measure, nonetheless, there are several schemes being undertaken by different events to make a positive difference to the community which hosts the event, including training and skills development for the local workforce , and measures designed to optimise the opportunities for social inclusion. There are even several accreditation and award schemes (for example A Greener festival, and the Banskia Awards), which recognize and reward event organisers for their efforts in terms of pro-environmental and pro-social innovations.
This chapter will also consider the reasons why organisers are choosing to incorporate such measures into their event planning and design, particularly in light of the lack of a regulatory framework which would make such measures mandatory. Research suggests that event organisers are motivated by a desire to stay ahead of their competition, to enhance their reputation and to respond to a growing market segment which prioritises green products and service. However, significant barriers remain for some event organisers, including the cost of greening, their perceived lack of time and a general lack of awareness of the options for greening
As noted, a frequently cited driver of greening amongst festival organisers is perceived consumer demand. However, one of the key findings of recent research is that there is amongst festival organisers to do what they believe to be ‘the right thing’, and moreover, to educate and encourage others to do likewise. It may be the case that events could offer a useful place for behavior change messages and operate as a kind of learning space for attendees. This could prove to be a powerful tool for both the development of the green economy and for future behavior change campaigns.
This chapter will conclude by identifying further areas where research could be directed in future.