This blog piece forms part of the introduction to our latest white paper, on tracking your sustainability efforts to measure and improve standards. Sport can play a leading role in the global push for a sustainable environment, higher standard of living and a more equal society.

Sports and events organisations have a huge footprint, due to stadia, international travel, fan consumption, and a large workforce. From carbon emissions and plastic waste to legacy, human rights and diversity standards, consumers are demanding that sports organisations, major events and venues must responsibly track their impact on the world around them.

In the white paper we consider sustainability in the broadest possible terms, but naturally environmental sustainability is a key focus. According to Allied Market Research (2019), the green technology and sustainability space is growing by 24.3% annually - valued at $8.8bn in 2019 and projected to reach $48.4bn by 2027.

Sport and entertainment is an important enabler of sustainable development, and your stakeholders are demanding that you act now. More than 50% of the 18-34 population globally say they 'have a greater interest in brands that act in a socially responsible way' (Nielsen: 2021).

A Deloitte study (2021) is particularly revealing of consumer attitudes towards sustainability. 61% have cut back on their personal single-use plastic use and 39% have reduced their air travel. Crucially, that same attitude dictates the organisations that consumers want to buy from and support. 34% now choose brands that have environmentally sustainable practices and values - and 28% have stopped purchasing certain brands or products because they have ethical or sustainability concerns about them.

It is clearly now a huge financial mistake for organisations in our industry not to pursue, track and publicise their sustainability. Fans care - you have a role to play in both appealing to them and inspiring them. You can set an example in your stance on sustainability.

For some, improving organisational sustainability and social responsibility and tackling the climate crisis could seem like larger societal goals that don't currently directly impact on your work. But environmental sustainability in particular is crucial for the future of your sport, event or venue. Whatever form of entertainment your organisation delivers, you rely on the land, the sea, the weather... The worse the climate crisis gets, the more your day-to-day operations will be impacted.

What role can your organisation play?

WeTrack's Sustainability Tracking Software...

...is now live! Learn more about our sustainability tracking module or get in touch for a demo.