SUSTAINABILITY FEATURE

How green was my valley?

Nostalgia often paints the past in rose-coloured hues, but today’s harsh environmental realities, especially in the events industry, shatter that illusion. Despite initiatives like the NZCE and EGF aiming for sustainability, real, impactful change remains elusive. The ‘green’ materials promoted, such as fabric, still contribute to pollution, and the industry’s attempts at becoming more eco-friendly are often mere facades, hiding the deeper, systemic issues.

By Gary van der Watt, Xanita

True change demands a significant overhaul in materials, design, and logistics, not just superficial tweaks. Transitioning to sustainable materials such as paperfibreboard offers not just environmental benefits, but economic and social ones as well. However, achieving this requires a collective effort and a move away from complacency. The industry and its clients must prioritise genuine sustainability over superficial gestures.

The harsh reality of the events industry

Unlike nostalgic memories, the impact of CO2 emissions and pollution is real and severe. The events industry seems largely oblivious to this fact. Events are often labelled as ‘green’ and ‘sustainable’, but this is usually superficial, as one colleague aptly described it as mere ‘lipstick’.

There are commendable initiatives, such as the NZCE, which sets global standards for change. In South Africa, the EGF is the leading body for greening efforts. Yet, despite these initiatives, real change in expo halls and conference venues is frustratingly slow. Monitoring and managing water, waste, and energy should be standard practices today, not exceptional achievements.

The unseen environmental cost

The real issue lies in the unmeasured aspects: the thousands of tons of materials, structures, staff, transport, manufacturing processes, logistics, and waste are involved in every event. This results in waste, on a cataclysmic scale.

What solutions are we offering our clients?

One of the ‘greenest’ options is fabric. While it’s easier to transport, reuse, and recycle to a limited extent, it’s still polyester, derived from petroleum, ultimately ending up in landfills and degrading into microfibers that permeate our food sources and even our bloodstreams. It’s ‘better’ than other materials, but that’s a low bar. The worst offenders include MDF, chipboard, PST, vinyl, and PVC — materials that are toxic, mostly imported, and destined for landfills.

Despite the clear documentation of these issues, the majority of events continue to use these materials, wasting resources in logistics, manufacturing, and transportation. While face-to-face interactions and the economic benefits of events are undeniable, achieving these at the expense of ecological degradation is unacceptable.

Real solutions for sustainable change

Although every small effort helps, some are simply trivial in comparison to the larger issues. For instance, saving 100 A4 pages pales in comparison to the environmental impact of 10 cubic meters of MDF used for an expo stand.

Reaching Net Zero is not just about environmental responsibility; it’s closely linked to job creation, economic growth, and financial sustainability. By switching from materials like PST/MDF to paper-fibreboard, we achieve numerous benefits:

• Local purchases boost job creation and the economy.

• Improved logistics and efficiencies reduce energy use by 60 per cent.

• Stand reuse increases tenfold, enhancing both resource and economic value.

• Paper-based boards can be recycled or composted, maintaining a circular process.

One ton of recycled paper-based board saves over two cubic metres of landfill space and 17 trees.

Designing smarter for a sustainable future

We need to design smarter. For example, reducing a booth size from 3x3 (9m²) to 2x3 (6m²) makes it 30 per cent more sustainable without losing impact. Applying this logical approach to materials and methods can make real sustainability attainable.

Being ‘better than bad’ is not good enough:

• Importing toxic materials when local alternatives create jobs and growth.

• Employing local staff at remote venues instead of flying staff long distances.

• Implementing 80-90 per cent sustainable events instead of settling for minimal improvements.

Implement substantial, measurable change. Measure it, brag about it, but don’t greenwash.

Transitioning to newer, better materials complements other efforts. Healing our planet requires multifaceted solutions. While recycling plastics is essential, remember that only 15 per cent of polyester is currently recycled, and only 9 per cent of all plastic ever produced has been recycled, with 19 per cent incinerated.

Let’s make our events industry ‘valley’ as green as possible — for us and for future generations.

Who is Gary van der Watt?

In 2011, with 21 hands-on years in the interior design/ events industry, Gary realised the huge negative impact our industry has on the earth. In a ‘build and burn’ industry, not only waste, but toxic materials and processes are the ball and chain that are dragging us into a global crisis. Gary is involved in sustainable events, exhibitions and retail solutions that are not only ecologically sound but also impact positively on the socio-economic sustainability of our society. Creativity and ideas are converted into reality. Design actioned into reality and delivered sustainably. ‘’That is my goal, my drive and ambition.” In 2023, he took up a role at Xanita, with the aim of empowering global companies and institutions in designing and creating eco-amazing structures, events, campaigns and retail environments — by engaging with eco-active designers, architects, exhibition builders and brand activists who influence design positively. ‘’Think, plan, design, and always ask questions’’.