Leading by Example: How the Events Industry is Embracing Sustainability

On Earth Day, rental-based planning and repurposed décor are lighting the way to greener gatherings

TORONTO – As Earth Day prompts communities across the GTA and beyond to reflect on environmental responsibility, one sector is showing how its unique influence can spark tangible change. In a new commentary timed to Earth Day 2025, Allison Freeman, CEO of Toronto-based Element Event Solutions, is urging the events industry to lean into its potential as a driver of sustainability.

From festivals to corporate functions, the events world is often associated with excess—temporary installations, mass-produced decorations, and plenty of waste. But Freeman argues it doesn’t have to be that way. “What if we could shift this narrative—not by compromising creativity or experience, but by rethinking the way events are designed and executed?” she writes.

Rentals at the Core of Circular Innovation

The key, she says, is embracing rentals. By prioritizing reusable inventory—such as linens, furniture, and tableware—event professionals can drastically cut down on waste and emissions. This simple shift supports the circular economy, an approach built on reuse, longevity, and reduced environmental impact.

According to Freeman, benefits include:

• Reduced landfill waste from one-time-use items

• Lower carbon footprints by limiting the need for manufacturing and transport

• Energy-efficient operations that emphasize responsible cleaning and storage

• Preservation of raw materials, including wood, metal, and textiles

“Sustainability is built into the DNA of a strong rental model,” she writes. “It’s not about doing less—it’s about doing better.”

A Social Impact Beyond the Event

Freeman also highlights how sustainable planning can have social benefits. In 2024 alone, Element Event Solutions donated nearly 48,000 retired inventory items to Romero House in Toronto to help furnish transitional housing for refugees. Additional items were shared with Habitat for Humanity and The Salvation Army.

These contributions, she notes, are part of a full-circle approach that blends environmental responsibility with community investment.

“Sustainability is not just environmental—it’s social,” Freeman writes. “By embracing partnerships and repurposing, we can support both people and the planet.”

Shifting Expectations in a New Era

As eco-consciousness grows, Freeman believes more clients are seeking alignment with their values—whether that means renting instead of buying, sourcing local décor, or swapping traditional lighting for energy-saving LEDs.

For event professionals and rental companies, this shift is an opportunity to lead.

“Earth Day serves as a reminder that sustainability isn’t a seasonal campaign—it’s a daily commitment,” she concludes. “And in the world of events, the tools for change are already at our fingertips.”

As GTA residents mark Earth Day this year, Freeman’s message resonates beyond the industry. From gala tables to backyard weddings, every celebration can be greener—with a little intention and a lot of impact.

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