Andrew Hickinbotham, Board Member of ESSA and Head of Sales at Tecna, explores how the events and exhibitions industry can balance moral responsibility and commercial opportunity when it comes to sustainability.

The events and exhibition industry is no stranger to balancing acts. For years, we’ve worked within the classic triangle of price, design and quality, knowing that a compromise in one area often pulls at the other two.

Yet as our industry continues to develop and places more of a focus on sustainability, it’s becoming increasingly clear that this traditional approach doesn’t quite fit the mould we’ve come to know. Instead of a triangle, the balance of sustainability is more akin to a seesaw, with moral factors at one end and commercial at the other.

For some businesses, sustainability starts from this moral standpoint - the conviction that our industry must do better environmentally and socially. For others, it begins with the commercial lever in that there is a demand for it from clients, as well as the belief that doing so will open up more opportunities for work as well.

Ultimately, neither route is wrong. In fact, when moral and commercial forces work together in this sustainability seesaw, that’s when real momentum is created. Here’s why.

Sustainability as a currency, not just a cost

A perfect example of this sustainability seesaw in action is the ShelterSuit initiative, which sees event graphics from events repurposed into weather-resistant sleeping bags for the homeless. Materials that once would have gone to landfill are given a new life while also providing direct support to some of the most vulnerable people in our society.

The moral impact is clear, yet there are commercial benefits too, such as avoiding landfill fees and cutting disposal costs.

This is what I mean by treating sustainability as a currency, as it also brings reputational value as well as social value. The more we begin to view sustainability through that lens, the easier it becomes to see opportunities rather than obstacles.

Starting small

All of us are at different points of our sustainability journey, meaning we all require different next steps when it comes to striking the balance of this sustainability seesaw.

That said, one issue I see is people hesitating to get started because they feel they aren’t doing enough, or aren’t quite sustainable enough yet. Sustainability is a journey, not a destination, and it’s something we try to stress in our own sustainability initiatives here at ESSA.

Our sustainability accreditation, for example, is tiered from 1-5, with higher levels equating to a deeper level of commitment to sustainability within a business. We stress to those looking to take the accreditation that it is very normal to receive a lower tier first, then work your way up. After all, small steps create both moral and commercial benefits. Morally, they show that you’re serious about change and willing to put your values into action. Commercially, they build confidence with clients, make future accreditations easier to achieve, and help attract and retain talent who want to work for purpose-led businesses.

Yes, it requires effort. But putting in that work, even at a small scale, opens the door to bigger wins.

A playground for everyone

Our industry is also wonderfully diverse — modular builders, bespoke set designers, AV specialists, tech providers, freelancers and sole traders all play their part. Each faces unique challenges and opportunities, and it’s also why everyone’s seesaw may look a little different.  For example, a freelance designer working from a home office might leave a minuscule carbon footprint compared with a logistics-heavy contractor, yet their contribution is no less important. Their thinking becomes their gift.

Make no mistake though, that diversity is our strength. And it isn’t just about changing materials or recycling more, sustainability is also about how we support our communities, bring our team on board, and the small choices we make every day that add up — choices that also help attract people who want to work for businesses that share their values.

These small actions matter, and when you make them, speak up. Sharing successes inspires others to follow suit, turning individual efforts into collective momentum.

The truth is, our industry will never be perfectly sustainable. But rather than discourage us, that reality should sharpen our focus on what can be improved, controlled and celebrated.

Whether you’re a large contractor, a small agency or a sole trader, you have a lever to pull, both morally and commercially. Share your wins, however small they feel, because it’s collective action that will ensure sustainability benefits both our businesses and our planet.

Published in Event Industry News Magazine, 26 September 2025