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More at IMEX
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IMEX America Event Hub.
Sustainability is built into IMEX America’s DNA. As a zero-waste event, the show has already made impressive progress toward its environmental, social and governance (ESG) goals — diverting 93 percent of all waste from landfill, with the lowest per participant waste volume since 2018, and saving 87 percent of event carpet for reuse.
The future is looking even brighter, as IMEX continues to refine its strategy — building on successes and learning from the challenges — to become even more sustainable. And, as IMEX Group learns best practices, the organization shares its findings with the MICE industry in post-show reports so that others can benefit from innovative approaches to sustainability.
A noteworthy example of IMEX Group’s forward-thinking approach is its involvement with Better Stands, an initiative hosted by Net Zero Carbon Events (NZCE). The 10-point framework is designed to replace single-use booths with reusable structures, and the results demonstrate not only measurable environmental benefits, but also that cutting-edge design and sustainability can thrive together.
Rethinking the Concept of Exhibition Stands
“A stand, according to the Better Stands by NZCE criteria, is one that is reusable by design, rather than built for one-time use,” said Gregor Bischkopf, executive director of the International Federation of Exhibition and Event Services (IFES), the implementing partner of Better Stands by NZCE. “Right across the event and exhibition industries, the Better Stands initiative encourages a shift from linear thinking to circular practices, where materials, designs and systems are created to last and be reconfigured show after show.”
The benefits extend well beyond environmental gains, according to Bischkopf, who says that these stands are “safer to construct, more efficient to install and significantly reduce waste.”
IMEX Group’s commitment to the Better Stands has brought positive results, according to Roger Lehner, IMEX senior operations and sustainability executive. “We’ve been part of the pilot since the outset and introduced the Better Stands 10-point framework at our shows last year,” he said. “Being part of the Better Stands Initiative has taught us a great deal. It’s given us a clear framework with which to engage exhibitors and their stand constructors. Together we can track progress, showcase best practices and build on the positive sustainability impacts.”
Sustainability and Standout Design
The misconception that reusable booths are less visually appealing is one that IMEX can easily dispel. “Sustainable booths and eye-catching booths are not mutually exclusive,” Lehner said. “Take these two examples from IMEX America 2024: both Nashville Convention and Visitors Bureau and Marriott Hotels created their booths from a large amount of reused material and were also attractively designed.”
For Bischkopf, one of the most encouraging outcomes of IMEX America’s rollout was the willingness of exhibitors and booth builders to adapt. “What really stood out for us was the openness to the idea,” he said. “Understandably there were a few initial concerns about how the process might impact design freedom or budgets, but once the benefits became clear, like potential savings on materials, creative potential and faster onsite build times, many shifted from cautious interest to genuine enthusiasm. We saw some companies quickly adapt and even exceed expectations, innovating in real time.”
Practical Advice
Bischkopf offers practical advice for those looking to incorporate sustainable booth design into their own events. “Before developing something yourself, explore the various guidelines, initiatives and certificates that are out there and see if there is perhaps already something in place that fits your needs,” he advised. “For instance, with Better Stands by NZCE we offer an easy-to-adapt concept, which uses a ten-point framework to assess stands against, resulting in a bronze, silver or gold level certification.”
Bischkopf also recommends engaging stakeholders early in the process and rethinking questions during the planning stage, to focus on how the materials can be reused creatively and what happens to the materials after the show.
He also stressed the importance of the overall message of sustainability. “Never underestimate the power of storytelling,” he said. “ Use signage, digital displays or social media to highlight how your event is reducing waste. It not only encourages others to follow suit but also adds value to sponsor and brand narratives.”
Looking ahead, Bischkopf praises the industry’s progress toward greater sustainability. “We’re seeing a real shift in mindset, from sustainability being a ‘nice to have’ to a ‘need to have,’” he said. “The challenge now is consistency and scaling impact."
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