Can carbon accounting reshape the way we organise corporate events?

Now more than ever, the climate cost of conferences, global events, conventions and corporate events is under scrutiny as governments and businesses face pressure to cut emissions from their most visible activities.

A recent study (1) led by Naeem Ashraf of EDHEC Business School, in collaboration with Maïa Zanella (RWS global) and Zeeshan Mahmood (University of Essex), is shedding light to Carbon accounting in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, simultaneously exposing decisions driving most carbon emissions and offering practical alternatives.

And the stakes are high: the MICE sector may be on track to surpass $2 trillion in market value by 2028, and with it, so is the energy bill.

What is the real cost of a conference?

Based on this research, between 190 and 367 kilograms of CO₂ per participant have been emitted, when putting together data from a German SME event firm, TEC, and analysing three events organized in 2023. 

Interestingly, while these three events seemed identical on the surface, four-day gatherings in Berlin, they all had very different carbon emissions levels.

The study managed to accurately and precisely quantify emissions from each aspect of the event using the Myclimate Event Calculator (2), a tool specifically designed to quantify carbon emissions during events.

The findings were clear: mobility and accommodation accounted for over 80% of total emissions.

As a result, even minor changes, such as choosing a more central hotel or using a group shuffle for airport transfers, has proven to have a significant impact on overall emissions.

The study shows that events organised in walkable distance for example, proved to have lower emissions per participant. One smaller event, with only 12 participants, had the biggest mobility emitter because airport transfers were organised with multiple cars. Meanwhile, a bigger event with 66 participants, using shared transport from the airport had a great impact on mobility emissions; but accommodation became an issue as the event took place during winter and involved large heated venues.

Taking informed and anticipated decisions

More than measuring events' carbon footprints, the study is focusing on finding practical ways to help firms involved in the MICE business make informed decisions to reduce their footprint and energy bill. 

Carbon accounting is merely not about quantifying the carbon footprint when the event is done, it should also be used during the planning phase to have a greater impact.

What do the researchers have in mind? 

The organisers should set clear targets by defining specific emission-reduction goals for each event. 

The engagement of stakeholders is key, as attendees, suppliers, and local communities should be involved (and have their words to say) in sustainability efforts. 

Using technology such as virtual site visits and paperless registration to help reduce carbon emissions is another lever.

The authors also emphasize that each event needs regular monitoring of results, transparent sharing of progress, and continuous updates to the approach.

It's all in the details

Even more specifically, this new approach advocates that fine-tuning flight plans, organizing group transfers, selecting eco-certified venues, or choosing central locations minimize travel emissions. 

At some events, offering plant-based meals and carefully planning portions can reduce both emissions and food waste. 

Finally, linking carbon emission data to budgets, client proposals and staff training helps incorporate sustainability into business practices, making it a core value rather than an afterthought.

The research is particularly important for SMEs, which are often more flexible and faster in their decision-making compared to large corporations. By choosing to focus on an SME, the research shows that with smart logistics and informed decisions, smaller businesses can thrive at designing events with lower environmental impacts.

In the end, if SMEs are equipped with the right tools and data, they can more easily integrate sustainability into the conception of their events. With growing scrutiny from clients and attendees, reducing the energy bill in the MICE sector is no longer an option.

And if this shift happens at scale, every flight, hotel stay, and conference could contribute to a more sustainable industry where environmental responsibility becomes the norm, not the exception.

References

(1) Zanella, M., Ashraf, N. and Mahmood, Z. (2025), "Carbon accounting for sustainability management: case study of MICE events", Journal of Accounting & Organizational Change, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JAOC-08-2024-0259

(2) See "Myclimate - shape our future" https://co2.myclimate.org/en/event_calculators/new

Photo by Alexandre Pellaes via Unsplash