Lead the Change: How Brownys adapts in a changing events industry

From separate initiatives to a clear direction

Brownys had already introduced sustainable initiatives, but only on a project basis and depending on the client’s request. That’s what they want to change, by making sustainability part of the standard. Earlier this year, Dieuwertje was appointed as sustainability coordinator.

“There was motivation, but it wasn’t happening structurally. Now someone is working on it every day, and that makes a huge difference,” says Nick.

For him, there’s also a personal drive: he wants to leave a better world for his children. At the same time, he sees clients asking more and more for sustainable solutions. “We’re not aiming for maximum profit, but for a healthy, continuous business. Sustainability is simply part of that; it’s better and smarter.”

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Always starting from the client’s needs

One of Dieuwertje’s first steps was reaching out to all regular suppliers and partners. Not just to ask where they stand, but mainly to explore what improvements could be made together. Brownys values these long-term partnerships highly. Growing, learning and innovating together is central. By involving all stakeholders, sustainability is becoming more alive, with the intention of weaving it into every project from the very beginning.

At Brownys, the client always comes first. Dieuwertje explains: “We don’t impose anything. We listen to the client’s wishes first, and then look at the best sustainable solutions to match those.”

Brownys aims to inspire clients by offering sustainable alternatives, ranging from reusable materials to fully vegetarian menus, without making them feel they ‘must’. The focus is on alleviating worries, preserving the whole experience, and simultaneously assisting clients in meeting increasingly stringent sustainability requirements.

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Sustainability in practice

Sustainability is also becoming part of daily operations. Every department now has its own ‘sustainability ambassador’ who looks for ways to work greener, from design and logistics to purchasing and production. Brownys also owns a large stock of event materials. With an innovative booking system, these materials are used more efficiently, extending their lifespan, reducing waste, and cutting down transport movements.

Outside the event itself, they also look for second lives for leftover materials. Old banners, for example, have been turned into sports bags. For Dieuwertje, reducing and reusing waste streams is a key goal. “We’re not there yet, but I want to work towards the most circular stream possible.”

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Testing, measuring and learning

Measurement is a crucial part of Brownys’ new approach. For a major event at the RAI, they carried out a detailed impact assessment. It’s essential to know the total emissions and to identify the most significant problem areas. That’s the only way to evaluate where improvements can be made.

“You need to know where you are now, otherwise you can’t improve in a targeted way. Measuring makes the impact concrete. It motivates both our team and our clients,” says Dieuwertje.

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No greenwashing, but honesty

Talking about sustainability can be tricky, with the risk of greenwashing always present. Still, Nick and Dieuwertje believe it’s essential to be open. For Brownys, it’s about raising awareness, inspiring others, and showing that sustainability in the events industry is possible, even though there’s still a long way to go.

That means not only sharing successes, but also challenges. For example, compostable cups turned out not to break down fast enough for the waste processor. Not a reason to stop, but a clear sign to look for better alternatives. “By being open about what isn’t working yet, you show that sustainability is a process with many steps still to take,” says Dieuwertje.

It’s not about finding the perfect solution right away, but about being open to innovation and new developments.

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Collaboration as the foundation

In the events industry, no one can become sustainable alone. You need suppliers, venues and clients. Brownys works with partners who are already advanced in their sustainable approach, but also with those just starting. “We look together at what’s possible now, and how we can take the next steps,” explains Dieuwertje.

Brownys also looks beyond its events. As a Green Ambassador for the industry association IDEA, they actively contribute to change across the sector. The Green Ambassadors meet quarterly to share experiences, ideas and inspiration. Knowledge that goes straight back into practice.

“We can be competitors, but sustainability goes beyond competition,” says Dieuwertje. The need for joint change and growth outweighs everything else.

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Challenges and opportunities

Sustainability in the events sector also faces challenges. Budget, time and client willingness are key factors. Not every client automatically chooses the sustainable option, especially if it’s more expensive or unfamiliar. Nick says, “Our goal is that the sustainable option becomes the standard. We’re not there yet, but every step brings us closer.”

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Dieuwertje’s message to other event professionals and entrepreneurs

For Dieuwertje, sustainability goes beyond reducing your negative footprint. “As an organiser, you can also leave behind a positive handprint. Through communication, you can reach and inspire many people at once, clients and visitors alike. In a low-threshold and inspiring way, you can encourage sustainable choices.”

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Lead the Change

Brownys shows that sustainable choices in the events industry are not only possible, but can also inspire. By being honest, experimenting and working together, they create events that impress on the day itself and leave a positive impact afterwards.

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Just like Brownys measures, learns and improves the impact of their events, you can measure and improve the sustainability of your business. Start seeing your footprint, make it tangible, and turn it into a strength for the future.

Book a meeting to discover how and shape a sustainable future for your business and the world around you.