Sustainability & DEIAB in Business Events: A Shifting Tempo or Lasting Commitment?

by Pádraic Gilligan, Founder, SoolNua

Over the past decade, the global business events industry has been marching—sometimes steadily, sometimes hesitantly—to a shifting rhythm. Initially, the beat was set by sustainability, and more recently, ESG (Environmental, Social, and Governance) priorities, with a particular emphasis on DEIAB (Diversity, Equity, Inclusion, Accessibility, and Belonging)

I say “hesitantly” because this evolution has been anything but uniform. While some regions have embraced sustainability more swiftly, the U.S. has conspicuously lagged behind. Conversely, when it comes to DEIAB—particularly racial diversity—the U.S. has often taken the lead.

But now, there’s a new sheriff in town, or, to extend the musical analogy, a new conductor on the podium in the U.S. He’s clearly not a fan of the rather progressive score that has shaped the industry’s recent evolution. In response, many high-profile corporate leaders—the first chairs in this grand orchestra of commerce—are scrambling to align their sheet music with his.

The irony? Many of these same leaders had previously dismissed this tune as naive at best, or dangerous at worst. Now, their sudden pivot feels less like conviction and more like a desperate attempt to stay in harmony with the shifting power dynamics. Is this hypocrisy or expediency? You choose.

The question remains: what should we do?

First, we must recognize that sustainability and DEIAB are not passing trends but fundamental shifts in how business is done. Regardless of political changes, climate change is still accelerating, and systemic inequities still exist. To pretend otherwise is to ignore both economic realities and societal expectations. The business events industry, by its very nature, is global. While some markets may temporarily retreat from these priorities, others—particularly in Europe and parts of Asia—continue to set ambitious sustainability and DEIAB goals. Those who abandon these values risk falling behind.

Second, we need to push past the noise and focus on action. Grand pronouncements and corporate pledges mean little without measurable progress. It’s easy to issue statements; it’s harder to embed these principles into procurement policies, supply chains, hiring practices, and event design. If a company truly believes in sustainability and DEIAB, it must continue integrating them into its core operations, even when external pressures make it politically inconvenient.

Third, the industry must work together to hold organizations accountable. This is where associations, industry bodies, and professional networks play a critical role. Peer pressure—when applied effectively—can be a powerful motivator. Benchmarking, transparency, and shared best practices can help ensure that companies maintain their commitments. We must also recognize that backsliding comes with a cost, not just reputationally but financially, as younger generations of consumers and employees increasingly demand ethical business practices.

Finally, we should reframe the narrative. Sustainability and DEIAB are not about compliance or virtue signaling; they are about business resilience and long-term profitability. A more sustainable events industry is a more cost-effective one. An industry that prioritizes diversity is an industry that attracts the best talent. The strongest economies, the most dynamic businesses, and the most innovative ideas emerge from environments that embrace complexity, difference, and forward-thinking strategies.

So, while the tempo may be shifting, we must not abandon the music entirely. The challenge for the business events industry is to keep playing—perhaps adjusting the arrangement, but never losing sight of the melody. Because the world is listening, and the next generation of event professionals will not accept silence as an option.