Better Together
Earlier this month, Better Stands by Net Zero Carbon Events was re-launched, calling for the industry-wide transition away from single-use, disposable exhibition stands to reusable, sustainable alternatives. This idea is something in which we have invested heavily, and the increasing popularity of our sustainable Show Ready solution demonstrates that the industry is starting to sit up and take note. Show Ready is simple for exhibitors and easy for organisers, but does not compromise on quality. Ultimately, it helps reduce costs while also meeting sustainability credentials, enticing even more brands to use exhibitions as part of their marketing strategy.
Change for good
The Better Stands initiative aims to create meaningful change and, more importantly, its adoption highlights a broader cultural shift that emphasises sustainability as central to business strategy, not just corporate messaging.
As one of the world’s largest exhibition and event service providers, we recognise our role in meeting the evolving sustainability needs of brands. But we don’t want to stop there. Our formal Net Zero Roadmap, alongside our adoption of the Net Zero Carbon Events initiative, has seen us work hand in hand with a global network of event leaders to set science-based targets, reduce emissions, and create transparent reporting structures. We want this to be a unified change, and one that we meet together.
Strength in Collaboration
Perhaps the most encouraging aspect of these initiatives is their emphasis on collaboration over competition. Industry sustainability won’t be solved by one company or one event—it takes aligned effort across the ecosystem: venues, organisers, suppliers, exhibitors, and delegates. But when larger businesses take bold steps, they create momentum and set new standards.
We truly believe that in the coming years, sustainability will become a defining metric of success in the events world, just as important as ticket sales, attendance figures, or client ROI. The Better Stands initiative and GES’s Net Zero commitment aren’t just ticking boxes; they represent real, systemic change and a deepening understanding of what it means to run responsible, future-fit events.