COLUMN: The Green Piece
Better Booths, Better Planet The Future is Reusable
by Glenn Hansen
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ooking for a sustainable alternative to single-use exhibit components? You’re not alone. Across the events industry, several new initiatives are making it easier to design reusable, lower impact stands. Among them are Better Stands, developed under the Net Zero Carbon Events (NZCE) initiative; Tradeshow Maestro, an AI solution from Genesis Exhibits; and the Sustainable Sourcing Compass, a tool from The Exhibitor Advocate (which I co-authored) to guide sustainability-focused RFPs.
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I spoke with Jorg Zeissig, president of the International Federation of Exhibition and Event Services (IFES), which serves as the secretariat for Better Stands. Zeissig, also CEO of Holtman, explained that Better Stands was originally launched by Informa, but quickly attracted support from organizers, suppliers, venues, and assessors across the industry. “It’s not driven by a single party,” he said. “It’s about the joint client—the exhibitor.” Jorg explained there are 10 fundamentals to the Better Stands framework. “The foundation is simple: reuse. We ask, ‘Do you reuse, or do you not reuse?’” Of course, not everything can be reused. Damaged flooring or dated graphics often must be recycled or repurposed. Zeissig emphasized that reuse is the goal, but recycling and repurposing are acceptable when reuse isn’t viable. For exhibitors looking to improve their sustainability game, Tradeshow Maestro may offer practical help. “Ask Maestro about any stand component
and how to make it reusable,” suggested Al Mercuro, client engagement advisor at Genesis. “If it’s not reusable, ask how to recycle or repurpose it.” Tradeshow Maestro applies evidence-based standards, aligning its guidance with recommendations from Experiential Designers and Producers Association (EDPA), Exhibit Services Contractors Association (ESCA), and the Events Industry Council (EIC) Sustainability Guidance. “It makes the decision and buying process more efficient, and lowers costs,” Mercuro added. I also spoke with Lucille Ryan, senior sustainability manager at Informa and the brainchild of Better Stands. “Its strength is its practicality,” she said. “It gives exhibitors a framework to have real conversations about reusability with service providers. Many have never considered what happens to their stands after the show.” Better Stands helps achieve targets in one specific area, the reusability of stands. According to Ryan, to date over 60,000 stands have
been assessed in 40 countries. “That shift is delivering real benefits—better efficiency, better experiences, better sustainability,” she said. “To see Better Stands driving that change is really exciting.” Classic Exhibits’ Creative Director, Katina Rigall Zipay, shared a similar view. “We can’t afford to build something and then throw it away,” she said. “Our products are designed to be assembled, disassembled, and shipped repeatedly while still looking pristine.” Zipay noted an increase in client demand for sustainable solutions, although education is often needed which includes a discussion of price. “Reusable materials may have a higher upfront cost, but the lifecycle cost is significantly lower,” she explained. Over time, the exhibitor saves. Glenn is Founder and CEO of Reduce 2, Saving the Planet by Degree, which he created after his 43-year career at BPA Worldwide, where he was CEO for 23 years