INSIGHTS
Why CSR deserves a seat at your next event
Corporate social responsibility (CSR) is climbing the priority list for event organisers and attendees alike. More than ever, people want to connect with businesses that care. And they’re looking for proof, not false promises. At FCM Meetings & Events, we’re seeing that shift play out in real time, with more event planners asking how to weave sustainability, ethics, inclusion, and purpose into every touch point.
For event organisers, weaving in CSR (whatever that looks like for your company) is an opportunity to connect with communities, tap into employees' values, and improve your business and brand credibility.
A recent Deloitte survey found that 86% of Gen Zs and 89% of millennials say having a sense of 'purpose' is important to job satisfaction. They're not afraid to walk if their employer's values don't align with their own. And with this group soon making up the bulk of the workforce, tuning into what drives them—like working for a business that's about more than just profit—makes sense.
What is CSR?
CSR looks different for every company. For some, it’s a strong focus on ethics and diversity, equity, and inclusion (DEI). For others, it’s about giving back through philanthropy, championing sustainability, or committing to responsible business practices. Often, it’s a bit of everything woven together to reflect what matters most to the company.
Why include CSR in your next event
Besides the fact that it's good business, expectations are shifting. Clients, guests, employees, and especially the next gen of attendees want to see events that do good, not just look good. That means more than ticking a box. It’s making choices that benefit communities, protect the planet, welcome everyone, and turning your brand values into action.
Here’s what you’ll really achieve:
- A brand that’s more than words on a website
- A deeper level of trust and loyalty from clients and customers
- A team that feels proud of the business they represent
- Proof your business is more than the bottom line
- An event that speaks to a younger audience
- A lasting, local impact on the community you host in
- Unexpected, out-of-the-box activities and experiences
- An opportunity to align your event with wider company goals.
Research shows that businesses prioritising CSR are more likely to keep their people around and around 60% of Gen Zs and millennials believe companies have the power, and responsibility to influence real change on societal issues.
Bringing CSR to life at your event
Sustainability
- Work with venues and suppliers who care about their footprint. Ask for their credentials, not just capacity.
- Cut down on waste by removing merch and offering something more meaningful. Seeds, donations, experiences, local or not-for-profit made gifts, etc.
- Opt for recyclable where possible - reusable cup stations, decorations, tableware, signage, composting bins, and locally sourced catering food.
- Offer carbon offset options, especially for group travel, or tap into your event management companies’ services.
- Go digital where it counts. Event tech, websites, paperless agendas, interactive apps, QR codes to information all count.
Our recent state of the market survey found that 77% of respondents now actively avoid single-use items and/or choose venues or destinations that contribute to their company’s sustainability goals.
Community
- Support local charities with more than dollars. Give them the mic, the room, or the floor.
- Include volunteer opportunities for attendees where they get hands-on.
- Partner with local legends. Social enterprises, family-run cafes, artists with a story, or not-for-profits for activities, catering, and experiences.
- Team building with impact. Beach clean-ups, building gardens or bikes, cooking, etc.
Equity, inclusion, & ethics
- Don’t mistake equality for equity. Prioritise accessibility so everyone has what they need to have a good time and participate.
- Partner with suppliers that share your ethics, values, and goals – diverse, Indigenous, LGBTQIA+, and minority-owned businesses.
- Representation matters. Ensure your speakers, entertainers, and panellists reflect your values and audience.
- Curate a speaker or entertainment line-up that reflects a range of voices and backgrounds.
- Incorporate cultural acknowledgements and moments of genuine inclusivity or education.
- Set the tone. Make it clear everyone’s welcome, and if anyone needs anything, they can easily contact the event organisers.
Providing employees the opportunity to volunteer and participate in charitable activities through work often leads to improved employee engagement, commitment, satisfaction and retention.
Real examples that made a difference
- One client recently rolled up their sleeves to help freshen up transitional housing for a local support centre, landscaping, painting, building furniture, something for everyone.
- Past programs FCM Meetings & Events have participated in, included SolarBuddy workshops, enabling attendees to assemble solar lights for kids living in energy poverty.
- At Global Gathering 2024 in Lisbon, our team raised funds to purchase supplies for an animal shelter, and parent company Flight Centre Travel Group partnered with SOS Children’s Villages Portugal, contributing to their work supporting vulnerable children and families in Lisbon.
- At Luxperience 2024, the team asked exhibitors to leave the branded freebies at home, integrated 90% of paper elements into an event app and website, and opted for event furniture made with recycled paper and cardboard.
- We’ve worked with clients to incorporate charity pop-ups into event spaces, where guests could meet local social enterprises, hear their stories, and buy goods or donate directly.
- Clients have chosen certain caterers, speakers, and performers as part of their programs to create space for cultural exchange, representation, and inclusivity.
Things to think about
Yes, CSR can raise questions. Budget. Sourcing. Engagement. Greenwashing. Awareness. You might be wondering:
- What's the ROI? Connection, brand trust, and long-term loyalty, not just the bottom line.
- Will guests engage? Not everyone will connect with the same CSR initiative, and that's okay. Offer variety so there's something for everyone to get behind or find out what matters most by simply asking.
- Is it just greenwashing? Guests can spot performative CSR from a mile away. Work with suppliers that can help with green options and educate attendees on the steps you have taken.
- How do we fit this into the budget? Spend smarter. Remove wasteful merch, swap printed agendas for apps or choose local suppliers to balance the books while doing good.
- How will I know the event is accessible to all? Turn to your audience and ask your attendees. What do they need?
FCM Meetings & Events can help you find the sweet spot. The key is authenticity and accountability.