LOCATION: Cardiff
CLIENT: Freshwater
NUMBER OF DELEGATES: 429
In October 2024, Cardiff played host to the Circular Economy Hotspot, an annual international event showcasing best practice in applying the principles of the circular economy. The circular economy is an economic system aimed at eliminating waste and promoting continual use of resources through reuse, sharing, repair, refurbishment, remanufacturing, and recycling to create a closed-loop system. Through careful planning and implementation, the event organisers transformed an estimated carbon footprint of 167 tCO2e to a final actual footprint of just 79 tCO2e – a 53% saving – demonstrating the significant impact of proactive sustainability measures.
The event spanned three days in Windsor for 500 in-person attendees and included a one-day virtual session for an additional 1,000 participants across Europe. With an ambitious agenda that combined strategic objectives, brand-specific workshops, and vibrant social engagements, the event was a true showcase of seamless hybrid execution.
Who were the event organisers?
Freshwater are marketing and communications specialists, who were commissioned by the Cymru government to present the event. They enlisted the help of Carbon Consultancy to add an additional element to the event and understand it’s carbon footprint so that it could be reduced.
The Planning Challenge
As an annual event that rotates locations each year, the 2024 edition needed to balance international accessibility with environmental responsibility. The organisers faced the task of hosting approximately 429 delegates across three main venues in Cardiff, while managing multiple components including an opening reception, a full conference day, dinner, site visits, and a closing reception.
Pre-event estimates suggested a total carbon footprint of 167 tCO2e, with travel and accommodation accounting for over 92% of emissions. The organising team recognised that while some elements of this footprint were inevitable, there was significant room for improvement through careful planning and innovative solutions.
Strategic Planning and Innovation
The planning phase began with a comprehensive analysis of potential sources of carbon emissions. The team anticipated that 71% of attendees would come from within the UK, with the remaining 29% traveling internationally.
Food and beverage planning emerged as a key opportunity for environmental improvement. The team set an ambitious target of sourcing food locally, but they didn’t stop there. It was identified that a shift toward plant-based menu options could potentially save up to 7.87 tCO2e. This led to detailed discussions with caterers about menu design and ingredient sourcing, balancing attendee preferences with environmental impact.
Materials and waste management received equally careful consideration. The team evaluated every physical element of the event, from signage materials to delegate badges, seeking opportunities for sustainable alternatives such as paper seeded lanyards and planning to reuse materials across venues and selecting recyclable alternatives to traditional event signage materials.
From Planning to Reality
When the event finally took place in October 2024, the results exceeded expectations. The transportation strategy proved particularly successful, with 50% of delegates choosing public transport or active travel options, and an impressive 32% participating in car sharing arrangements. Perhaps most significantly, only 13% of attendees travelled by air, far lower than typical for an international event of this scale.
The food and beverage strategy demonstrated the power of thoughtful menu planning. By excluding beef and lamb from conference lunches and offering numerous vegetarian and vegan options, the event achieved a saving of 1.84 tCO2e from menu choices alone. Local sourcing further reduced the environmental impact, while maintaining high quality and attendee satisfaction.
Materials management showed equally impressive results. The switch to recyclable banners saved 1.04 tCO2e, while the bold decision to eliminate flower arrangements resulted in a surprising 4.98 tCO2e reduction. Even seemingly small decisions, such as implementing a lanyard reuse programme, contributed to the overall success.
Impact & Insights
The final results tell a compelling story of environmental stewardship. The reduction from an estimated 167 tCO2e to an actual 79 tCO2e demonstrates the power of committed sustainable event management. On a per-delegate basis, this meant a reduction from 0.42 tCO2e to 0.18 tCO2e, exceeding the original targets for sustainable practice savings.
Lessons for Future Events
The success of the Circular Economy Hotspot 2024 offers valuable lessons for future event organisers. The importance of comprehensive pre-event planning cannot be overstated, but equally crucial is the ability to adapt these plans during implementation.
The experience highlighted several key principles for sustainable event management. First, the cumulative impact of multiple small interventions can be significant. Second, delegate behaviour can be influenced through clear communication and thoughtful option design. Finally, the importance of accurate measurement and verification and the ability to compare estimated versus actual impacts provided valuable insights for future planning.
Looking Forward
The event’s legacy extends beyond its immediate impact. By demonstrating that significant carbon reductions are achievable through practical, replicable measures, it provides a blueprint for future events. Moreover, it shows that environmental responsibility can be integrated into event planning without sacrificing the quality and impact that make international gatherings valuable.
TL;DR
The Circular Economy Hotspot 2024 in Cardiff demonstrated the power of sustainable event management, cutting its estimated 167 tCO2e carbon footprint by 53% to 79 tCO2e.
Organised by Freshwater with support from Carbon Consultancy, the event balanced international accessibility with environmental responsibility, hosting 429 delegates across multiple venues.
Key strategies included:
- Travel & Transport – 50% used public/active transport, only 13% flew
- Food & Beverage – Locally sourced, plant-based menus saved 1.84 tCO2e
- Materials & Waste – Recyclable signage, lanyard reuse, and no floral displays saved 6.02 tCO2e
The event highlights the impact of proactive sustainability measures and provides a blueprint for future low-carbon events without compromising quality.