Behind the scenes: The sustainability story you don’t see at every event

When people walk into a fair, conference, or customer event, they notice the technology, the atmosphere, and the experience. They rarely think about what happens behind the scenes: the decisions around suppliers, partners, materials, transport, catering, giveaways, and waste.

For Peter Poeck, Global Event Manager at Cegeka, these decisions are where sustainability begins. In line with Cegeka’s ESG ambitions, every event is an opportunity to minimize negative impact while still delivering the experience customers, prospects, partners and colleagues expect.

"In the world of events, I want to show that things can be done differently”

It’s not always easy. Organizing more sustainable events requires careful planning, close collaboration with partners who share the same values, and, at times, a willingness to invest upfront. But Peter believes in continuous improvement.

In our interview, Peter shares how his courageous choices are helping to make Cegeka’s events more sustainable.

Rethinking materials

A recent study by the organization Isla revealed that carpets are among the largest sources of event waste, with 78% being used only once before disposal.

For Peter, this reinforces an important principle: question every material before it enters an event space. "We hire booth elements and reuse booth covers whenever possible," Peter says. "Our booth partner supports us in this process and helps us reduce costs as well."

According to Isla’s "A closer look: Materials” report, materials account for 31% of an event’s controllable footprint, making them one of the most impactful areas for improvement. Data from TRACE, based on more than 6,400 material entries across 789 events in 2025, shows that, beyond clear environmental benefits, reducing resource consumption also improves business efficiency by keeping costs under control. In this area, what's better for the planet is also better for business.

With this aspect in mind, Peter looks beyond singular event setups and focuses on solutions that can be used repeatedly. From renting equipment to avoiding unnecessary purchases, each choice helps minimize waste and maximize the value of existing resources. From renting equipment to avoiding unnecessary purchases, each choice helps minimize waste and maximize the value of existing resources.

Think beyond the event

Sustainability does not end when the last visitor leaves an event. In fact, decisions made late at night, during clean-up, often determine whether materials are reused, recycled, or discarded.

That’s why Peter takes into account the end of a product’s lifecycle before it is purchased.

"Almost everything goes back with our partner for use at the next event," he explains. "Apart from the duct tape and, unfortunately, the carpet, we generate very little waste."

While some materials remain difficult to eliminate or recycle, the goal is clear: minimize what ends up in the waste container and maximize what can be reused.

This mindset shifts the focus from purchasing to stewardship. Instead of asking, "How do we build this stand?" we need to ask ourselves "What happens to it afterwards?".

Less is more

Isla’s research indicates that 42% of event materials are used exactly once. Goodie bags have long been a staple of events, but they generate significant waste when filled with low-value promotional items.

That’s why another important aspect of Peter's approach is reducing unnecessary consumption. Instead of focusing on quantity, Peter opts for reusable, high-quality products. "We offer premium giveaways that visitors, customers, prospects only receive after engaging with us. This also encourages meaningful conversations and helps us generate more qualified leads."

The objective is simple: offering something that attendees genuinely value rather than distributing large volumes of items that may never be used.

The same philosophy applies to clothing: “Cegeka’s branded clothing is produced by a partner that uses sustainable materials, and we can order small quantities to avoid leftovers and allow items to be reused for future events”, Peter explains.

Small choices, big difference

Peter acknowledges the reality behind sustainable choices: "It is a continuous balancing act. People often don't realize that sustainability comes at a cost. I constantly have to balance budget cuts with doing the right thing for the planet, while maintaining the level of service that is expected."

Fortunately, not every conscious choice requires a major investment.

Whenever possible, Cegeka serves food and drinks in reusable glasses and plates at events, while coffee is offered in recycled cups instead of single-use alternatives. Cegeka's participation at CyberSec Europe 2026 is a great example of this commitment in action: over 2000 dishes and 550 drinks served solely in glassware.

Individually, such actions may seem small. But, across dozens of events each year, they add up to a meaningful waste reduction.

Sustainability is a journey

As sustainability has increasingly become an important factor in purchasing decisions, employer branding, and stakeholder expectations, each event is an opportunity to showcase responsible principles in action.

Peter admits that no event is perfectly sustainable. There are still challenges to overcome, materials that are difficult to reuse, and decisions where ESG ambitions must be weighed against budget constraints. However, by continuously looking for better alternatives, Peter demonstrates that meaningful progress is possible.

His work also reminds us that sustainability is not only about setting ambitious goals or groundbreaking projects. Sometimes, it starts with asking a simple question before each decision: How can we do it better than last time?