Every time we choose sustainability, it is a flirtation with the future, a promise to Mother Earth and to ourselves. A passionate declaration of love expressed in every reused product, every green initiative and every sustainable event. Sounds cheesy, but it is!

Seriously, our world is facing growing social and environmental challenges, and climate change is having a significant impact on our habitat. So let's create a new narrative for Berlin - sexy but sustainable!

It's up to us to shape the future and change things for the better. Why not set a goal to optimize the entire process of our events and make them more sustainable? From venue selection to management practices to waste disposal, every facet can be thought through and improved to minimize our carbon footprint.

Sustainability is not only essential for our survival on earth, it is also the new sexy of the 21st century! Events that focus on sustainable concepts send a powerful message - to all participants, partners and the general public. A message that they are willing to take responsibility for their actions and their impact, and to be proactive in protecting our planet. And taking responsibility is more than just sexy!

Two critical factors at the heart of a forward-looking events industry are tolerance for ambiguity and an understanding of sustainability. They teach us not to be discouraged when the path to sustainability is complex and uncertain. Let us remain realistic and exercise patience in our efforts to move forward step by step!

But what does this mean in concrete terms? It is important to raise awareness of sustainable practices in the industry. It is equally important to develop a tolerance for ambiguity and the flexibility to face the inevitable challenges and questions of an ever-changing world. If real change is to take place, we must remain in constant dialogue and avoid 'uncomfortable' silences.

When did we decide to accept less honesty and more embellishment? When did we start to settle for half-hearted excuses - both in our personal relationships as well as in our choice of business partners? Is it so convenient to claim "our event is carbon neutral (*because we buy offset certificates)" instead of facing the harsh reality? And yet we are magically content to print a picture of green leaves on our brochures.

Please, let us not close our eyes to the truth any longer. There is no such thing as a carbon neutral event. Period. Once emissions are produced, there is no trace of neutrality. Not even if the CO2 is properly offset with certificates. Produced emissions cannot be eliminated in the same second by simply offsetting them. And the solution is certainly not simply to write "climate-friendly" on our website and pat ourselves on the back.

It is a question of getting to the heart of the matter and checking what effect, if any, the measures taken have had. Sustainability reports are a good way of doing this. They show what has worked well and where there is still room for improvement. It's about big plans, about getting down to business, about real transformation.

Sustainability reports also demonstrate a commitment to sustainability to participants, partners, stakeholders and society at large. They are an important tool for building trust and encouraging others to follow suit. Sustainability reporting should therefore not be seen as a bureaucratic obligation, but as an opportunity to celebrate, develop and strengthen our contribution to environmental protection.

It's as clear as daylight that we all know what needs to be done and we all need to act. Refusing to take responsibility and blaming other industries is 1. a disastrous mood killer and 2. won't stop the climate crisis.

With our Sustainable Berlin initiative and events like BESTIVAL, we want to set a good example: It works and it works well. Many of our great sustainable partners have already understood this!

We are a strong industry and the Corona pandemic has just shown how well we can stand together and how much creative potential there is to be successful in a solution-oriented way. Let's do the same when it comes to sustainability.

Because it's really sexy, and in the end, it's the "good times, bad times" promise that we need!

Are you planning an event in Berlin? We will be happy to be at your side!