Hi, please introduce yourself! – What’s your name and what do you do?
My name is Sam Wilson, MD of Syntiro Associates
I founded Syntiro over 20 years ago. We are a strategic sustainability consultancy that helps agencies and creative communicators to achieve certifications, win work, avoid greenwashing and deliver on their sustainability promises. Our integrated approach is good for your business as well as for people, planet and profitability.
What are you most excited about in taking part in the Sustainable Events Show 2025?
I am excited about talking about what I love doing and sharing what I have learned over the past twenty years.
Who or what inspired you to get into events?
I chose to specialise in the creative communications industry because I believe we are an essential part of the solution to the greatest challenges that the world is facing today. We are the catalysts for positive attitudinal and behavioural change.
I come from a creative, fashion and events background and have an academic background in psychology, social biology, statistics, environment and wellbeing – so the mix was perfect for this!
What new technologies or innovations is your company using to create more sustainable event experiences?
We have been using a tool for 7 years that measures Risk, Impact and Purpose Driven Change across People, Planet and Prosperity. With the help of DRPG, and other clients, we have upgraded the spreadsheet version into a dynamic application. It is a powerful blend of strategic thinking, targeted tactics and dashboard reporting that aligns with ISO 20121 (International Standard for Event Sustainability), ISO 14001, B Corp criteria and GRI Standards. People will be able to say they work in line with these, which will help win work and gain a marketplace advantage. It is at the early adopter phase, but I am looking forward to seeing how it can help people!
How are you engaging event attendees and clients in sustainability efforts, and what impact have you seen from these initiatives?
It has been fantastic to work with clients to develop initiatives that meet our Potential for Positive Change criteria and to witness their creative skills change the way people think, feel and behave. It can be done subtly, by normalising sustainable behaviours through image and material selections, or through more direct engagement such as cultivating a sense of accountability and advantage through inspirational brand value activations.
Best ever live event (concert, etc) that you’ve attended?
Live Aid
