Applying the SDGs in events:

Events are more than temporary gatherings; they represent convergence points of social, economic, and ecological processes. In From Experience to Purpose, I describe the transition from the Experience economy to the Purpose economy, where value creation is increasingly judged on societal relevance and legacy rather than immediate financial outcomes.

The United Nations’ Sustainable Development Goals (SDGs) provide an international framework to guide this shift. By embedding these goals into the event sector, organisers can create dual value:

• Minimising negative impacts (waste, CO₂ emissions, water use).

• Maximising positive outcomes (knowledge sharing, awareness, social cohesion, infrastructure).

Theoretical framework: SDGs and event models

Within event management, several models provide practical frameworks to anchor SDGs:

• The MICE pyramid (The Real MICEbook): ranging from political stability to community goodwill. Water management (SDG 6) particularly relates to the levels of infrastructure and community goodwill.

• The EMBOK model (Event Management Body of Knowledge): with domains such as operations and sustainability, this model offers a structured way to integrate SDG objectives into event processes.

By aligning SDGs with these frameworks, sustainability initiatives are no longer perceived as isolated “green add-ons”, but as core elements of event strategy and evaluation.

Why focus on SDG 6?

SDG 6: Clean water and sanitation is particularly relevant for events. A single event can consume vast amounts of water over just a few days, for catering, cleaning, and sanitation. This contrasts starkly with the global reality that 2.2 billion people lack access to safe drinking water (WHO, 2022).

As The Real MICEbook highlights, water management is one of the most underestimated sustainability challenges in the MICE industry. Events place considerable pressure on local water resources, through catering, hospitality, and sanitation. By embedding SDG 6, organisers take responsibility and simultaneously create opportunities to raise awareness among participants while strengthening host communities’ resilience.

Practical applications of SDG 6 in events

According to The Real MICEbook, event organisers can enhance water management through several approaches:

• Water stations instead of bottles: Encouraging reusable bottles and providing refill points to reduce waste and single-use plastics.

• Sustainable catering: Reusing kitchen rinse water and offering infused water instead of bottled soft drinks.

• Sanitation innovation: Harvesting rainwater for toilets or using greywater systems for cleaning.

• Education and engagement: Workshops or interactive booths on water awareness inspire behavioural change beyond the event.

• Community legacy: Leaving behind infrastructure such as water filters or reuse systems creates long-term value.

From policy to Purpose

Embedding SDG 6 reflects the logic of the Purpose economy: value is no longer measured solely in ROI, but in long-term societal contributions.

By making water management a central element of event planning, organisers can:

• build trust with stakeholders,

• strengthen the reputation of destinations,

• and inspire participants to adopt more sustainable behaviours.

As The Real MICEbook notes: “A single drop can create ripples of change.”

Books – Event architect