Is cheap and disposable ever good?
How circularity moves events beyond a ‘take-make-dispose’ culture.
The traditional ‘take-make-dispose’ linear economic model has been with us for centuries. Put simply, this equates to chopping down a tree, making a table, and then burning or burying that table when you’ve finished using it. Brutal, but true. The ‘take-make-dispose’ model is obviously unsustainable. It relies on finite resources, and it generates significant waste. But until recently, most businesses and organisations towed the line, following this path of pillage and waste.
The circular economy is an alternative, wholly regenerative economic model that focuses on making the most of resources and eliminating waste. It does this by keeping materials in use for as long as possible, through repairing, reusing, refurbishing, recycling, and sharing. As sustainable processes become increasingly sophisticated, there’s none of the compromise of ‘make do and mend’ that defined them in the past. Adopting circular principles is essential across all industries, including the events sector, but it no longer means settling for second best.
This article aims to provide a practical guide to understanding and implementing circular economy processes.
The circular economy in events
The core principles of the circular economy embrace preventative design, resource optimisation, and closed loop systems. In events, this is all about enabling intelligent experiences that minimise waste, make the most of resources, and commit to the continual use of materials.
Because the theory of circularity requires us to take responsibility for the entire lifecycle of the resources we use. To achieve this, our whole events ecosystem needs to make a commitment to lifecycle responsibility, understanding and minimising the environmental and social impact of resources. From their sourcing and production, through their use during the event, to their end of life management.
Understanding the core principles of a circular economy
But what does the circular economy mean for events in practice?
Preventative design in events means embracing proactive planning and making infrastructure choices that optimise resources and minimise waste. This could mean using modular event structures to create adaptable, reusable solutions that minimise waste and allow for easy reconfiguration.
Sustainable sourcing is crucial, involving the selection of materials that are reusable, recyclable, or derived from renewable sources. Conventional, waste-heavy materials, such as single use plastics, vinyl, polystyrene, and synthetic fabrics are being replaced by biodegradable alternatives like mycelium-based decor and seaweed packaging. Innovative materials such as hemp textiles and mushroom leather provide durable, biodegradable options for furniture and decorative pieces, reducing reliance on synthetic materials. Recycled fabrics and upcycled wood offer eco-friendly solutions for signage, backdrops, and structural elements. Similarly, water-based paints and inks provide non-toxic, biodegradable branding and signage solutions.
Waste reduction at source means rethinking event design and planning to proactively avoid the generation of waste in the first place. This includes avoiding single use items, opting for digital alternatives, and carefully considering the necessity of everything we use.
Modularity is about using systems with interchangeable, independent components. It means using modular elements, such as stages, seating, lighting, and technology that can be easily disassembled, reused, or upgraded without replacing the entire system. Basically, the same modular components are rearranged for different events. This approach supports sustainability by reducing waste, conserving resources, and extending the lifecycle of event materials.
Multi-use decor and branding means using reusable, neutral branding elements. For example, avoid showing event-specific dates or logos on signage so it can be reused. And invest in reusable fabric banners made from durable, washable materials instead of disposable vinyl.
Extended producer responsibility means insisting that those who introduce products and materials into the event ecosystem have a responsibility for their management to the end of their use. This focuses everyone on only introducing materials that are easily recyclable or compostable.
Resource optimisation strategies include using energy efficient lighting and equipment to reduce power consumption. Investing in digital ticketing and signage to eliminating paper waste. And, in catering, implementing AI-driven demand forecasting to minimise food waste and optimise staffing levels. Technology also plays a significant role in advanced waste tracking and optimisation of recycling processes.
Closed-loop systems are created through a variety of sustainable practices. Create the ideal, closed loop systems where waste from one process becomes a resource for another. This could involve composting food waste, recycling materials into new event elements, or repurposing design elements and infrastructure for future events.
Waste to energy organisations will collect organic waste from events and convert it into biofuel or compost. Renting or repurposing reusable decorations, furniture, and materials will dramatically reduce landfill waste. And implementing water recycling and filtration systems will reuse waste water for sanitation and landscaping.
The business case for circularity
The business case for circularity revolves around economic efficiency, sustainability, and long-term resilience. Companies that adopt circular economy principles reduce costs simply by consuming and disposing of less. Put simply, they consume fewer virgin resources, extend solution lifecycles, and dispose of less waste. Circular models also drive innovation, creating opportunities for the development of new, sustainable business models. In turn, initiatives like remanufacturing and recycling often create new revenue streams.
Beyond financial benefits, circularity enhances brand reputation and regulatory compliance, as governments and consumers increasingly demand sustainable practices. Businesses that integrate circular strategies not only reduce their dependence on finite resources but also mitigate supply chain risks and improve operational efficiency all round.
A McKinsey study found that circular economy practices could boost Europe's resource productivity by 3% by 2030, generating €600 billion in annual cost savings and €1.8 trillion in additional economic benefits1. Furthermore, companies implementing circular models, such as rental-based event structures, have reported up to 30% cost reductions in material procurement and waste management.2
In terms of reputational benefits, businesses embracing circularity enhance their brand credibility, as sustainability is increasingly valued by consumers and corporate clients. A survey by Accenture found that over 60% of consumers prefer brands with strong environmental commitments.3
Don’t throw out the bath water…
Embracing circular economy principles in the events industry is a necessity for a sustainable future. By shifting away from the outdated ‘take-make-dispose’ model, businesses and their brands can optimise resources, minimise waste, and enhance operational efficiency. Preventative design, modularity, and closed-loop systems enable smarter, more sustainable event planning, while reducing costs and boosting brand reputation.
Beyond environmental benefits, circularity can have a significant impact on your business, driving innovation, resilience, and economic growth. Circular strategies not only improve sustainability but also unlock new revenue streams and strengthen stakeholder trust. As expectations evolve, adopting circular solutions events is no longer an option. It’s a necessity.
Shelton Fleming can help your business adopt or enhance the principles of circular economics. To learn more, get in touch now.
Author: Christopher Joyce, senior writer at Shelton Fleming, who elevates the conversation with insights on trends impacting business transformation, events and experiential marketing.
