Designing a Sustainable Future - Less Conversation...

Designing a

Sustainable

FutureGuy Bigwood and Roger Simons

MCI Group

INNOVATION?

Remote shopping, while entirely feasible,will flop – because women like to get out of the house, like to handle merchandise, like to be able to change their minds.TIME MAGAZINE 1966.

INNOVATION!

The FutureInspiringExciting

Better

WE FACE MAJOR

ENVIRONMENTAL AND SOCIAL CHALLENGES

1 in 8 deaths through air pollutionSource: WHO

The World is getting more

unequal

2050100005 000 BC10 000 BC

5 million250 million in 1

1 billion in 1800

3 billion in 1960

5 billion in 1987

7 billion in 2011

2 billion in 1930

9 billion in 2050

And its going to get

worse!

The world is getting

hot, crowded

and unequal

PoliticalPressure

Attendee / EmployeePressure

Client Pressure

Future Driving Forces

OF CONSUMERS WANT TO SEE THE BRANDS THEY USE SUPPORT WORTHY SOCIAL AND ENVIRONMENTAL CAUSES

93%

SOURCE: FUTERRA & BSR

79% OF TRIPADVISOR

USERS SAY ITS

IMPORTANT

Survey of 15,000 people

80%JOB SEEKERS PREFER TO WORKFOR CSR DRIVEN COMPANIES

SOURCE: PI SLICE

The emergence of the Sustainable brand

H&M Video

https://www.youtube.com/watch?v=z4Y_prnARn4

We believe in a better fashion future – one that makes fair

and sustainable fashion affordable and desirable for all.

Sustainable Brands increasingly expecting more

Is your company currently certified as compliant to ISO14001 (or another recognised environmentalmanagement system)?

Does your Company support and respect the principlesand applicable standards for Health, Safety &Environment, as set forth in the Merck BusinessPartner Code of Conduct

We would like you to mention self-assessments oraudits that have been undertaken in the past regardingCorporate Responsibility in your organization.

$150 million in client events at Las Vegas

Sands Corporation wanting sustainability:

• Environmental policy

• Recycling program

• Sustainable food

• Reuse and donation

• Water & Energy conservation efforts

• Sustainable procurement policy: cleaning products, paints and sealants, paper products etc.

• Event Impact Statement (carbon, utility consumption and waste recycling data)

• Community engagement activities

• Health and safety audits and measures

Trending; Increasing Client Requests

©2014 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. Le Méridien and its logos are the trademarks of Starwood Hotels & Resorts Worldwide, Inc., or its affiliates.

PLAZA ATHENEE, BANGKOK

Winning Business:

68%of MCIs clients ask their suppliers to comply with asustainability policy and evaluate it

In 2013 it was 51% - in 2011 only 25%!

79%Of MCI clients have increased their focuson event sustainability over the last 3years

Sustainable brands transform how they market their products and services

MARKETING USED TO BE WHAT YOU SAY.

NOW, MARKETING IS WHAT YOU DO.

51,000 FANS

BECAME DONORS

54% INCREASE IN

ORGAN DONATION

0 WAITING LIST FOR

HEART AND CORNEAL

TRANSPLANTS

SUSTAINABLE BRANDSare learning that EVENTS are a POWERFUL way to make theirSUSTAINABILITY COMMITMENTS COME TO LIFE

ROADSHOW 4 COUNTRIES2,757 DELEGATES

SUSTAINABLE BRANDCASE STUDY

GOAL

INTEGRATE SUSTAINABILITY TO TRANSFORM THE BRAND EXPERIENCE

AUDIO VISUAL

WASTE

EXHIBITION & SIGNAGE

BRAND EXPERIENCE #1

SUSTAINABLE MATERIALS

90%

DIVERSION OF WASTE (RECYCLE / REUSE )

89%

REDUCTION OF WASTE

88%

REIMAGINE THE FOOD EXPERIENCE

BRAND EXPERIENCE #2

FRESHLOCALORGANIC SEASONAL SUSTAINABLE

RETHINKINGAUDIENCEENGAGEMENT

BRAND EXPERIENCE #3

INCREASE IN AUDIENCE PERCEPTION OF SYMANTEC AS A BRAND THAT IS COMMITTED TO SUSTAINABILITY

49%

SOURCE: MCI & SYMANTEC

113,000 MYR Saving

• Improve participant

experience

• Increase employee

engagement and

retention

• Increase awareness

of sustainability

• Highlight commitment

to employees,

communities &

customers

• Reduce environment

impacts: waste,

water, energy

• Promote locally

sourced goods and

produce

• Stimulate innovation

• Highlight commitment

to the environment

and to solving the

world’s challenges

• Optimise efficiencies

and cost

• Enhance reputation

as a great employer

and supplier

• Attract sponsors &

investors

• Satisfy government

demand for

sustainability

PLANETPEOPLE PROFIT

THE VALUE OF SUSTAINABLE EVENTS

Destinations

How are destinations changing and leveraging the shift to sustainability?What are the characteristics of the leaders?

Leading cities now understand that their competitiveness is directly linked to their capacity to bring social, economic and environmental wellbeing

Which MICE destinations are leading with

sustainability?

0 5 10 15 20 25 30

SEOUL

HONG KONG

MELBOURNE

BERLIN

TAIPEI

BARCELONA

SINGAPORE

BANGKOK

PORTLAND

STOCKHOLM

VANCOUVER

ORLANDO

COPENHAGEN

ICCA GLOBAL SUSTAINABLE DESTINATIONS INDEX:

2015 Index in development now

Leaders create a

vision with a short and

long term strategy

• Leaders develop a holistic vision and multi-year sustainability master plan

• Align MICE plans to national and city development agendas

• Form private-public partnerships to stimulate innovation

Leaders promote certification and standards

Example: Gothenburg

• 100% Venues

• 92% Hotels

• 50% Taxis

• 30% Restaurants

• Airport

Leaders use

sustainability to drive

economic growth

Leaders engage with their

community to create and

attract events about

sustainability.

Leaders develop their

community

Leaders create programmesthat promote socialinnovation and enterprise

They support local small-to-medium sized businesses andlocal communitydevelopment.

Leaders leave a legacy.

Conclusions

The MICE industry is changing

1. Sustainability delivers business and societalvalue.

2. Your competitors are doing it, or soon will be.

3. Start today. The sooner you start, the faster youreap benefits and the less you need to catch up.

Tomorrow may be too late!

When the wind blows there are those that build walls and then there are those that build windmills-

www.lessconversationmoreaction.comGuy.Bigwood@mci-group.com

www.mcisustainability.com

#guybigwood