Customer perspectives around sustainable events for Informa
Understanding how customers feel about sustainability.
Informa has ambitious targets to be a zero-waste and net-zero carbon business. The organisation has ambitions to be a market leader in the provision of sustainability content through their events programme. One of their flagship events, Vitafoods, wanted to understand their customers’ perspectives around sustainability and the opportunities they had to better meet expectations from an operational and content perspective. We helped them understand how both their current and target customers think about sustainability and how to use this insight to redesign their events programme.
We undertook a programme of research to understand customer perspectives on sustainability. This included surveys to capture broad insight and a series of focus groups and interviews to get deep opinions. We also performed interviews with the Informa team and reviewed existing documentation to triangulate our findings.
From the user research, we identified a backlog of opportunities that Vitafoods could adopt in order to improve customer sentiment around the organisation’s approach to sustainability. Structured into quick wins, medium-term interventions and big-picture strategic interventions.
Through a prioritisation exercise based on the impact potential for Vitafoods, their customers and the environment and society we have identified a series of initiatives to pilot at the event.
We have designed a series of pilots that we will use to test the impact of the designed initiatives at the flagship event in Geneva in May 2022.
These will enable the development of a wider case for change both within Vitafoods and across the wider Informa portfolio.