Reframing ROI for Sustainability

Sara Lilley | Head of Marketing, 2Heads

In live events, ROI has traditionally been measured in very familiar ways. Footfall. Leads. Dwell time. Budget vs delivery. 

And while those metrics still matter, they don’t tell the full story, particularly when it comes to sustainability. 

Too often, sustainable choices in events are framed as a cost, a compromise, or a risk. Something that needs to be justified against short-term budgets rather than recognised for the value it creates. 

At 2Heads, we see sustainability differently. Not as a trade-off, but as an opportunity to expand how ROI is defined, and where value is found across an event, an activation, an entire show programme. 

Why Traditional ROI Falls Short in Live Events 

Live experiences are complex ecosystems. A single design or production decision can impact operations, audiences, suppliers, brand perception and long-term client relationships all at once. 

Yet sustainability conversations are often reduced to one question: “How much will this cost?” 

That narrow framing misses the reality of how events actually perform. The real returns from sustainability are often cumulative, long-term and distributed; importantly how they show up well beyond a single event budget. 

To understand that value properly, we need to look at ROI more holistically.  

Operational ROI: Smarter Delivery, Better Events 

In live events, sustainability frequently delivers its fastest returns through operations. 

Reusable builds, modular structures, smarter material choices and streamlined supply chains don’t just reduce environmental impact, they improve how events are delivered. 

We consistently see operational benefits such as: 

• Faster build and breakdown times 

• Reduced labour and disposal costs 

• Fewer last-minute production issues 

• Greater consistency across multi-event programmes 

When teams aren’t dealing with unnecessary waste, complexity or rework, delivery becomes smoother and more predictable. Over time, those efficiencies compound — improving margins, reducing stress and enabling better planning. 

Operational ROI is about doing less unnecessary work, so teams can focus on what actually elevates the experience. 

Environmental ROI: Turning Impact into Insight 

Environmental ROI is often seen as intangible, but in reality it provides something incredibly valuable: clarity. 

Measuring waste, transport emissions, material reuse and energy consumption gives event teams the insight they need to make better decisions, not just report after the fact. 

For live events, that intelligence enables: 

• More informed design briefs 

• Clearer production trade-offs 

• Smarter logistics planning 

• Stronger conversations with clients and stakeholders 

Environmental data turns sustainability from an aspiration into a practical tool — helping teams design experiences that are both impactful and responsible. 

Reputational ROI: Trust Is Built On Delivery 

Live events are one of the most visible expressions of a brand. Audiences don’t just hear what brands say, they see what they do. 

Sustainability, when delivered credibly, creates significant reputational value: 

• Stronger brand trust with attendees and partners 

• More compelling PR and award narratives 

• Alignment with client ESG and CSR objectives 

• Reduced reputational risk in high-profile environments 

But this only works when sustainability is provable. In our industry, audiences are increasingly savvy, they recognise the difference between genuine action and surface-level gestures. 

Reputational ROI is earned through delivery, not declarations. 

Strategic ROI: Designing for the Long Game 

The most powerful return on sustainability in live events is strategic. 

Clients are increasingly embedding ESG expectations into procurement. Audiences expect responsible delivery as standard. Suppliers and partners are evolving rapidly. 

Sustainability has moved from a “nice to have” to a baseline expectation. 

For event programmes, this means sustainability supports: 

• Long-term client retention 

• Preferred supplier status 

• Future-proofing against regulation and rising costs 

• Innovation through creative constraint 

When sustainability is embedded at programme level, not treated as a one-off initiative, it becomes a driver of relevance, resilience and growth. 

People ROI: Better Experiences for Everyone Involved 

Finally, sustainability delivers returns through people. As we all know, for live events, people are everything. 

We consistently see that sustainable approaches lead to: 

• Higher team pride and engagement 

• Stronger supplier relationships 

• More positive attendee experiences 

• Improved community perception, especially in public or city-based events 

When teams feel proud of how an event is delivered, that energy shows up on-site. And when audiences feel good about attending, it enhances the overall brand experience. 

From Cost to Value 

Sustainability done well always delivers a return, it just might not look like a single number on a spreadsheet. 

For live events, the opportunity isn’t to justify sustainability as a cost, but to recognise it as a value creator, operationally, reputationally, strategically and culturally. 

The brands and organisers that lead the next generation of live experiences will be the ones who learn how to measure… and communicate that value clearly.