Setting a new standard: Our roadmap to responsible events
At Shelton Fleming, we believe the events industry has a pivotal role to play in shaping a more sustainable future. But delivering genuinely impactful experiences takes more than good intentions — it requires a clear, actionable framework. That’s why we’ve created the “Roadmap to Responsible Event Planning” — a practical, expert-led guide to embedding sustainability into every stage of event design and delivery.
Built on the backbone of our own journey to ISO 20121 accreditation, this guide is designed to help event professionals and brands move beyond tokenism, aligning purpose with practice to deliver intelligent experiences that are sustainable, ethical, and inclusive.
Why we wrote the guide
Our path to achieving ISO 20121 — the international standard for sustainable event management — was a transformative process. It reshaped how we operate, how we design experiences, and how we advise clients. It wasn’t just about ticking compliance boxes; it was about taking full responsibility for the impact of our work across environmental, social, and economic dimensions.
The experience inspired us to develop a clear, structured resource that could help others do the same. As sustainability becomes a strategic imperative, we saw an urgent need for a practical tool to support businesses in navigating the shift. The “Roadmap to Responsible Event Planning” distils years of learning into a clear, accessible framework to spark real, lasting change.
Learning from the inside out: our ISO journey
Our commitment began with strong leadership buy-in. Monthly board-level meetings focused entirely on sustainability drove awareness from the top down. We appointed a dedicated Sustainability Officer and embedded new systems, performance tracking, and a root-and-branch redesign of our creative processes — all shaped by the Plan-Do-Check-Act (PDCA) model underpinning ISO standards.
Guided by Director of Digital Experiences Teresa Crook, Client Services Director Nick Grimaldi, and Sustainability Consultant Ingrid Garzon, we achieved ISO 20121 alongside our existing ISO 9001 (Quality Management) and ISO 14001 (Environmental Management) accreditations. The result: a fully integrated sustainability framework that covers everything from our supply chain to carbon measurement and inclusivity.
What ISO 20121 made possible
This accreditation has empowered us to create smarter, more sustainable events — and to measure the impact at every level. It has unlocked:
Clear frameworks for reducing waste and carbon emissions
Smarter design through circular economy thinking and modularity
The ability to comply with global ESG reporting (including CSRD)
Transparent, credible reporting for clients
Opportunities to innovate with tech that enhances both engagement and sustainability
We’ve reused 90% of structural elements for major builds like McKinsey @ MWC. We’ve measured carbon in real time using tools like TRACE. We’ve reduced resource usage and waste through AI-powered holographic avatars and event assistants, as showcased in our award-winning work with JP Morgan.
Just as importantly, we’ve redefined what it means to create experiences that are inclusive and economically supportive — from fair labour practices to partnerships that benefit local communities.
The guide: what you'll get
Our “Roadmap to Responsible Event Planning” guide is more than a how-to — it’s a strategy companion for teams serious about change. Inside, you’ll find:
A breakdown of ISO 20121 and why it matters
How to build a solid sustainability management system
Guidance on applying the PDCA model to events
Tips for engaging and educating internal teams
Real-world insights from our own projects and processes
Whether you're a brand, agency, or in-house planner, this guide will help you raise the bar — for your events, your organisation, and the industry at large.
Ready to lead with purpose?
Download the “Roadmap to responsible event planning” today and discover how to turn your sustainability goals into intelligent, measurable, and meaningful experiences.