Greenwashing in Live Events: How to Spot It

Sustainability is now headline material in music, media and live events.

From “carbon-neutral tours” to “sustainable award shows,” environmental messaging has become part of the industry’s public identity. And rightly so: our sector has influence, reach and cultural power.

But alongside genuine progress, there’s another trend growing just as fast: Greenwashing.

For an industry built on credibility and public trust, greenwashing isn’t just a compliance issue. It’s a reputational risk.

Here’s a quick guide on how to spot it, and how to avoid it.

What Is Greenwashing?

Greenwashing happens when an organisation exaggerates, misrepresents or selectively promotes environmental actions to appear more sustainable than it really is.

Sometimes it’s deliberate.
Often it’s the result of poor measurement, over-enthusiastic marketing, or misunderstanding complex supply chains.

In high-visibility industries like live music, broadcasting and global events, the consequences can be amplified quickly. Audiences are informed. Artists are vocal. Sponsors are under ESG scrutiny. Regulators are watching.

The UK’s Green Claims Code makes it clear: environmental claims must be truthful, accurate, clear and substantiated.

In short: if you can’t evidence it, don’t market it.

7 Signs of Greenwashing in Music, Media & Events

1. Vague Sustainability Language

“Eco-friendly.”
“Green event.”
“Sustainable production.”

Without data or context, these phrases are meaningless.

If a festival calls itself “green” but publishes no emissions data, reduction strategy or supplier policy, that’s not leadership: it’s branding.

2. Marketing Before Measurement

One of the most common red flags in live events is announcing bold sustainability claims before calculating a carbon footprint.

You cannot credibly claim:

• “Net zero”
• “Carbon neutral”
• “Low-impact tour”
  

…without first measuring scope 1, 2 and, critically, scope 3 emissions.

In our sector, scope 3 often includes:

• Artist and crew travel
• Freight and staging
• Power generation
• Audience travel
• Supply chain emissions
  

Without measurement, sustainability is guesswork.

3. Overemphasis on a Single Initiative

Reusable cups.

Recycled lanyards.

LED lighting.

All positive steps, but if they’re presented as the core sustainability strategy while diesel generators power the main stage, the balance is distorted.

Greenwashing often focuses attention on what’s visible, rather than what’s material.

In live events, the biggest impacts typically sit in:

• Power
• Transport
• Freight
• Materials
• Supply chain procurement
  

If those aren’t being addressed, the story is incomplete.

4. Offsetting as the Primary Strategy

Carbon offsetting has a role, but it should never be the starting point.

A “carbon-neutral” show that relies entirely on purchased credits without a reduction plan is not climate leadership. It’s accounting.

Credible climate action follows a hierarchy:

1. Measure
2. Reduce
3. Optimise
4. Offset residual emissions responsibly
   

Offsetting without reduction is a red flag.

5. No Baseline, No Targets, No Timeline

“We’re working towards reducing our environmental impact.”

When?
By how much?
From what baseline?

Without measurable targets and time-bound commitments, sustainability becomes aspirational rather than operational. Real progress is trackable.

6. Hidden Trade-Offs

Greenwashing often hides complexity.

For example:

• Sustainable materials flown internationally
• Plant-based catering with high transport emissions
• Digital solutions powered by fossil-fuel-heavy grids
  

Sustainability in events is systems-based. Looking at one element in isolation can distort the bigger picture.

7. Silence Under Scrutiny

Organisations serious about sustainability publish data: even when it’s imperfect.

Greenwashing tends to avoid:

• Independent verification
• Transparent reporting
• Clear methodology
  
  

If claims disappear when questioned, that’s a signal.

Why Greenwashing Is Especially Risky in Live Events

The music and media industries operate on trust and cultural influence.

• Audiences are values-driven and digitally connected.
• Artists increasingly align with environmental causes.
• Sponsors must meet ESG reporting standards.
• Regulators (such as the FCA) are tightening oversight.
  

A misleading claim can travel faster than any campaign.

More importantly, greenwashing undermines genuine progress across the sector. It makes sustainability look performative rather than practical.

For an industry with the power to shape behaviour at scale, that’s a lost opportunity.

The Difference Between Greenwashing and Imperfect Progress

Not every organisation that falls short is greenwashing. There is a critical distinction between exaggeration and evolution. Imperfect but credible sustainability looks like:

• Publishing carbon footprints annually
• Setting reduction targets aligned with science
• Engaging suppliers in measurable change
• Being transparent about challenges
• Improving year on year
  

The sector does not need perfection… It needs accountability.

What Real Sustainability Leadership Looks Like

In music, media and live events, credible sustainability typically includes:

• Full carbon measurement (including scope 3)
• Power optimisation strategies
• Freight and travel reduction planning
• Sustainable procurement frameworks
• Supplier engagement
• Transparent public reporting
• Alignment between marketing and verified data
  

Sustainability should be embedded in production design, logistics planning and governance: not added at the communications stage.

When it’s integrated properly, it strengthens operations as well as reputation.

How to Avoid Greenwashing Risk

If you’re producing a tour, broadcast, festival or global event, there are practical ways to protect your organisation:

1. Measure before you market.
2. Ensure marketing teams understand the Green Claims Code.
3. Align public claims with independently verified data.
4. Avoid absolute terms like “100% sustainable.”
5. Publish transparent impact reports.
6. Work with sector-specific sustainability experts.
   

In a complex industry supply chain, general sustainability advice is rarely enough. Events, productions and tours require specialist understanding of power systems, logistics, materials and broadcast infrastructure.

Sustainability Is Not a Slogan

The live events industry has extraordinary influence. It shapes culture, drives behaviour and reaches global audiences in moments of collective attention.

That influence carries responsibility.

The most powerful statement an organisation can make is not that it is perfect, but that it is measurable, transparent and committed to continuous improvement.

Because in the end, credibility is louder than any claim.

Need support with your upcoming tour or event? Contact the Hope Solutions team to chat about how we convert the desire for action into tangible change. 

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