Many believe digitalisation, virtual and hybrid event formats and phygital (physical + digital) trade fairs to be the Holy Grail of sustainability. The shift toward digital formats is clearly noticeable, but is not necessarily sustainable. However, the work effort, the high energy consumption of server farms and the use of rapidly ageing electronics are up against the long-term use of the content, the reduction of international travel traffic and resource-saving production.
It is only through a holistic and sustainable participation in trade fairs that companies can find the ideal medium to communicate and disseminate sustainable business models in a credible manner and also to attract new customers.
The most important questions in this context are:
Full sustainability can only be achieved with the buy-in of everyone involved in the trade fair – exhibitors, organisers and stand builders. Everyone has to contribute to achieving the goals.
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