Trends in marketing sustainable meeting destinations
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Positioning Cities as Sustainable Meetings Destinations
Guy Bigwood, MCI Group Sustainability DirectorPresident
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How do weaccelerate
towards sustainability?
transformation
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…and increasecompetitive advantage
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DRIVERS OF CHANGE
OPPORTUNITIES
BESTPRACTICES
A
G
E
N
D
A
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The GMIC is the premier global community solely
dedicated to sustainabilitynot only through education, but also by spearheading
research, policy and standards for the meetings
and event industry
+600 leaders > 30 Countries
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Our mission is to transformthe global meetings industry through
sustainability
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ASustainable
Future
Current Reality
Common understanding of sustainability
Source:The Natural Step
Sustainable Supply
Sustainable Demand
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Our understanding of sustainability
"An enduring, balanced approach to economic activity,
environmental responsibility and social progress”.
http://www.youtube.com/watch?v=Doeb6QWJ5kA
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But what is sustainability
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Our Sustainability Principles
1. Reduce dependance on fossil fuels and heavy metals
2. Reduce use of synthetic chemicals that persist in nature
3. Reduce destruction of nature and natural processes
4. Help people meet their basic human needs
Based on The Natural Step
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How do weaccelerate
towards sustainability?
transformation
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Capacity + Skills
SupplyBusiness Case + Skills
Demand
Ingredients of Transformation
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Is there demand?Are clients asking for sustainability today?
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Statistics say yes?
76% of EMEA meeting planners report that CSR will be a focus
for their organizations (63% in U.S) FutureWatch 2010
66% of planners will or had already implemented - green
initiatives 2009 EventView
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Fact: Clients are asking!
• Does your company have aCorporate Social Responsibilitypolicy?
• Does your company have a personin charge of the CSR policy?
• Does your company publish aCSR report?
• Please describe your company’sprocess for implementing CSRstandards in its supply chain ?
Examples from RFPs at MCI
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Shades of Green BehaviourGap between Doing and Saying
BEGINNERS• 35%• Just starting
MAJORITY
• 50%• Procurement asking.• Event Mgrs doing basic stuff
wont pay more
LEADERS• 15%• Open to pay
more & save
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What will
drive demand
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Global Consumer Trends
• 76% buy greenproducts (Eur & US)
• Only 8% majoritybuyers
ConsumerRevolution
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Venues, Hotels and Destinations using sustainability as a
competitive differentiator and business generator
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What does it take to be a
leader?
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CSMP FRAMEWORK
GRI
APEX
www.csmp.dk
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Leadership and Strategy
Power to vision and backcast the future
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Leadership from the industry
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Stakeholder Engagement
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Copenhagen Sustainable Meetings Consortium
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Operational Integration
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Education Products & Services
MarketingNetworks
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Reporting your progress
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Reporting of impacts and strategy
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CSMP FRAMEWORK
GRI
APEX
www.csmp.dk
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So who are the
leaders?
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Gre
en M
eeti
ng
s
Green Destination
Industry Thought Leaders
Developing Leadership
Copenhagen
London
Amsterdam
Budapest
AthensBangkok
Stockholm
Seoul
ParisBerlin Vienna
Performance Leadership
Process Leadership
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Pro
cess
Performance
Thought Leadership
Performance Leadership
Process Leadership
Portland CC
Copenhagen Bella Centre,
Amsterdam RAI Goteborg Massan
Buenos Aires Rural Predio Ferial
London Excel
Stockholm CC
Coex Seoul
Bangkok CC/Centara
Barcelona CCIB
Messe Berlin
Sao PauloExpo Centre Norte
Developing Leadership
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The Meeting Industry isTRANSFORMING
Summary
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We still have a long way to go
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Drivers for change
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Increasing societalpressure
Increasing Client Demand
Increasing Competitiive
Increasingly availabletechnology and knowledge
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Collaborate toInnovate to
Compete
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For more information
www.greenmeetings.infoLessConversationMoreAction.com
Images: istockphoto.com,