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Purpose This paper aims to present answers to the strategic question “will sustainability change the business model of the event industry”. Design/methodology/approach The paper seeks the opinions of seven experts working in various roles within the event industry and all contributing to the development of ISO 20121 and representing a cross‐geographical mix. Findings The paper discusses the current demand for sustainability within the event industry. The entire group agreed that within a short‐time period, demand for sustainability will grow, making this an attractive business model. Originality/value The paper presents a viewpoint from leaders in the event industry in which they recognize the value of an international standard for sustainability. The participants all agreed to work to raise the profile of sustainability in the event sector in their own countries.
Fiona Pelham (Tue,) studied this question.