New research from Goho reveals the uncomfortable truth about where the UK events industry actually stands on sustainability in 2026.
London, May 2026—A new report published today has found that 69.5% of UK events professionals believe sustainability in the industry is being driven by external pressure rather than genuine conviction, raising uncomfortable questions about how much of the sector’s green commitment is performance rather than practice.
Key highlights
- 81.7% of respondents believe sustainability is both environmental and societal, reflecting how broad and embedded the expectation has become across the industry
- 61% of events professionals say sustainability has become a higher priority since 2024, pointing to a shift that is gathering pace regardless of where individual businesses currently stand
- 54.9% of respondents said they would consider support from an events company that prioritises both environmental and societal sustainability, demonstrating a clear and growing appetite for specialist expertise in this space
- 53.9% are planning to increase investment in sustainable event delivery in 2026, signalling that budgets are beginning to follow the conversation
The 2026/27 Sustainable Events Insights Report, conducted across Q1 and Q2 of 2026, surveyed 154 UK-based marketing, events and PR professionals and produced one of the most candid snapshots of where the industry genuinely stands on sustainability right now. With just 30.5% of respondents attributing sustainability action to internal belief, the findings point to an industry that is responding rather than leading, and where the businesses that can demonstrate genuine, evidenced sustainability practice are increasingly well positioned.
The report also captures respondents’ beliefs about what will define the next generation of sustainability practice. One industry professional, when asked which sustainability skill would become most valuable for event professionals, offered an answer that cuts to the heart of the report’s findings: “Data literacy. Being able to measure, interpret and stand behind impact claims will become non-negotiable.” On the role of technology, another respondent noted that it “will play a huge role, particularly in measurement and transparency. Better data means better decisions, and that’s where real sustainability gains will come from.”
The 2026/27 Sustainable Events Insights Report was produced by Goho, a boutique communications and events agency founded by Stacey Karlsson and based in London. The report was created to contribute substantive, data-led insight to a conversation that is too often dominated by aspiration over evidence, and to surface the gaps between what businesses believe they are doing on sustainability and what their audiences and clients are actually experiencing. The intention is practical as much as informational, giving events and marketing professionals a clearer picture of where improvement is needed and what their consumers are telling them, so that action can follow.
The full report is available here on the Goho website.
For more information or a direct quote, please contact stacey@thisisgoho.com
END
Notes to Editors
Full list of statistics
Q1: What priority does sustainability have in your company’s event decision making?
- 34.4% selected high
- 48.7% selected medium
- 16.9% selected low
Q2: Since 2024, has sustainability become a higher priority for your events?
- 61.0% selected yes
- 19.5% selected somewhat
- 19.5% selected no
Q3: What level of confidence do you have in sustainability claims made by venues and suppliers?
- 14.9% selected high
- 64.3% selected medium
- 20.8% selected low
Q4: How often are sustainability goals reduced or removed during planning or delivery?
- 18.8% selected often
- 69.5% selected sometimes
- 11.7% selected never
Q5: To what extent do you think attendees notice sustainability efforts at events?
- 19.5% selected often
- 59.7% selected sometimes
- 20.8% selected never
Q6: Do you think sustainability is being driven more by external expectation or internal belief?
- 69.5% selected external expectation
- 30.5% selected internal belief
Q7: How much influence does sustainability have when selecting venues?
- 20.8% selected high
- 53.2% selected medium
- 26.0% selected low
Q8: Do you believe sustainable events are currently more aspiration than reality?
- 64.3% selected yes
- 35.7% selected no
- Q9: In 2026, are you planning to increase investment in sustainable event delivery?
- 53.9% selected yes
- 46.1% selected no
Q13: If you were to run an event, would you consider support from an events company that prioritises both environmental and societal sustainability?
- 54.9% selected yes
- 27.5% selected maybe
- 17.6% selected no
Q16: Do you believe sustainability is both environmental and societal?
- 81.7% selected yes
- 18.3% selected no
About Goho
Goho is a boutique Marketing, PR, and Events agency based in London, founded in March 2019 by Stacey-Rebekka Karlsson with nothing more than a laptop and a vision. Since then, we’ve grown into a dynamic team dedicated to helping brands come to life through social media, compelling content, or unforgettable live events.
We work across a diverse range of industries, supporting global tech firms, recruitment specialists, trade associations, beauty brands, F&B companies, and hospitality businesses alike.
Despite our size, we’ve earned big recognition. We’ve been recognised in CorporateLiveWire’s Innovation & Excellence Awards, named in TechRound’s 2025 Sustainability60 ranking, won Employer of The Year in the 2025 Women’s Business Awards, and won Event Producer of the Year in the 2026 Conference News Agency Awards.
Our mission is to deliver exceptional, ethical, and impactful work regardless of client size or sector. We’re known for our creative thinking, meticulous attention to detail and solutions-focused approach, and a commitment to doing business the right way.
Please see links to our socials here: Instagram, Facebook, Twitter, Website