How We Meet Matters

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How We Meet MattersDIGITAL EVENT

CARBON ACCOUNTING

Why It MattersHow does the carbon footprint of a digital meeting compare to convening in-person?

Businesses are more focused than ever on reducing the carbon impacts of their activities and understanding those impacts can play a meaningful role in helping shape an organization’s

emissions goals, targets, and reduction strategies. If you have ever wanted to learn more about digital and physical event assessment methodologies rooted in real-world case study

examples, this white paper on Digital Event Carbon Accounting provides answers to these questions and sheds light on critical pathways to a more inclusive and sustainable planet.

QUICK LINKS

Case Studies: What the evidence shows

Digital Event Carbon Methodology: Calculating digital event emissions

Physical Event Carbon Methodology: Calculating physical event emissions

Conclusion: What it all means

Digital Event Carbon Accounting MeetGreen® | 2

Why Events? Events, both digital and physical, play a larger role in our understanding of

emissions than meets the eye. We know from assessments of in-person

gatherings that 90% or more of a physical event’s carbon footprint comes

from simply “getting there and back.” We also know these impacts can be

WMKRM½GERX��%X�1IIX+VIIR�EPSRI��SYV�IZIRX�TSVXJSPMS´W�WXEJJ�ERH�EXXIRHII�XVEZIP��

decreased by 565 million km (and 79 million kg CO2e!) between 2020 and

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in perspective, that is equivalent to 734 trips to the moon and back.

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it has managed or consulted on. Common sources of physical event emissions can include:

8LVSYKL�XLMW�VSFYWX�FSH]�SJ�MRJSVQEXMSR��1IIX+VIIR�LEW�FIIR�EFPI�XS�FIRGLQEVO�MR�TIVWSR�XVIRHW��EZIVEKIW��

and identify outliers. Of particular interest then is:

How does our physical event data compare against the sudden transition to a fully-digital events industry in 2020 and early 2021—especially in terms of the carbon emissions of how people convene?

8S�½RH�SYX��1IIX+VIIR�FIKER�VI½RMRK�MXW�QIXLSHSPSK]�XS�GSPPIGX�IQMWWMSRW�HEXE�JVSQ�HMKMXEP�IZIRXW��

Common sources of digital event emissions were found to include:

What follows are examples of events measured both in digital and physical formats, and the methodologies used to

GEPGYPEXI�XLIQ��-R�XSXEP��IZIRXW�QEREKIH�SV�QIRXSVIH�F]�1IIX+VIIR�[IVI�QIEWYVIH�FSXL�HMKMXEPP]�ERH�TL]WMGEPP]�

MR��ERH�GYQYPEXMZIP]�WEZIH��OK�SJ�'3�I�XLVSYKL�GSRZIRMRK�ZMVXYEPP]��'SPPSUYMEPP]��1IIX+VIIR�VIJIVW�

XS�XLIWI�GSQTEVMWSRW�EW�±9R'EVFSR�%WWIWWQIRXW²�MR�VIJIVIRGI�XS�XLI�WMKRM½GERX�IQMWWMSRW�WEZMRKW�JSYRH�FIX[IIR�

MR�TIVWSR�ERH�HMKMXEP�IZIRX�JSVQEXW��;I�FIPMIZI�XLI�½RHMRKW�MR�XLI�JSPPS[MRK�TETIV�EVI�WXVMOMRK��GSQTIPPMRK��ERH�]IX�

another reminder that:

How we meet matters, particularly when it comes to carbon emissions.

Venue Energy Hotel Energy Air Travel Ground Travel Freight Materials Waste

So what do these event comparisons look like in the real world?

DeviceData

Transmission Data Center Home Energy

A WORD ABOUT 8)61-2303+=�—This white paper uses the following terms interchangeably:

• Physical and In-Person

• Digital and Virtual

• Carbon, Emissions, and CO2e


Case Study #1

Digital Emissions Methods=SY´PP�RSXMGI�E�VERKI�MR�IQMWWMSRW�FIX[IIR�METHODS and ��1SVI�SR�

how they are calculated in the next section, but for now let’s look at a few

JEGXSVW�WTIGM½G�XS�XLMW�IZIRX�XLEX�GSRXVMFYXI�XS�XLI�HMJJIVIRGI�

Server Renewable Energy | METHOD calculates energy at the

data center level separately, and in this case the data center hosting the

streaming content was powered by 100% renewable energy, reducing

the total emissions by 26 kg CO2e.

Location | METHOD takes the end user’s location into account,

and in this case the majority of the videos were watched in locations

that sourced a higher than average percentage of their power from

renewable sources, reducing their footprint.

Digital vs. Physical Emissions Comparison8LI��\�HMJJIVIRGI�FIX[IIR�XLI�X[S�HMKMXEP�IZIRX�GEPGYPEXMSR�QIXLSHW�MW�WMKRM½GERX��FYX�VITVIWIRXW�E�WQEPP�

fraction when compared to the physical event footprint. If METHOD is used, the higher of the two

methods, the 2019 physical event had a 355x higher emissions footprint than the digital event in 2020! To put that into context, the digital event that provided over 9,000 hours of streaming content

IQMXXIH�EW�QYGL�'3�I�EW��SRI�[E]�¾MKLXW�JVSQ�7ER�*VERGMWGS�XS�2I[�=SVO�'MX]�

A WORD ABOUT THE CASE STUDIES—'EWI�7XYHMIW��EVI�based on actual events that 1IIX+VIIR�QIEWYVIH��&SXL�studies were held in-person in 2019, and digitally in 2020. 8LI�½RHMRKW�MR�XLIWI�X[S�case studies follow the same trends as the 15 other events XLEX�1IIX+VIIR�QIEWYVIH� in 2020.

EMISSIONS

594,930 kg CO2e

59,295 kg CO2e

32,003 kg CO2e

14,997 kg CO2e

5,592 kg CO2e

Total = 706,816 kg CO2e

EMISSIONS

METHOD

458 kg CO2e

METHOD

1,993 kg CO2e

PHYSICAL EVENT 2019

Attendees: 788Days: 20SGEXMSR� Southwest United States

DIGITAL EVENT 2020

Views: 7,5387XVIEQMRK�,SYVW� 9,2720SGEXMSR�(EXE� By Region

+ +


Case Study #2

Streaming Emissions0SGEXMSR��HIZMGI��ERH�VIWSPYXMSR�HEXE�[EW�RSX�EZEMPEFPI�JSV�XLI�HMKMXEP�IZIRX�MR�'EWI�7XYH]��WS�SRP]�

METHOD was used. Even if we apply a ratio of 1:4 as shown between METHODS and in

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Air Travel Emissions3J�XLI��QMPPMSR�OK�'3�I�IQMXXIH�MR��[EW�JVSQ�EMV�XVEZIP��8LMW�VEXMS�SJ�¾MKLX�IQMWWMSRW�XS�

total emissions is consistent with the average typically seen at physical events. Emissions from local

energy use, such as hotel and venue energy, are usually higher than that of a digital event, but within

the same order of magnitude.

Let’s take a closer look at how digital events are calculated!

EMISSIONS

1,392,817 kg CO2e

13,847 kg CO2e

10,651 kg CO2e

2,296 kg CO2e

Total = 1,419,611 kg CO2e

EMISSIONS

METHOD

3,870 kg CO2e 2e

PHYSICAL EVENT 2019

Attendees: 969Days: 30SGEXMSR� West Coast United States

DIGITAL EVENT 2020

Attendees: 9007XVIEQMRK�,SYVW� 18,000

lower


Digital Event Emissions Methodology

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differences exist because all events are not created equal, and depending on your needs and the availability of

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IRIVK]�GSRWYQIH�JVSQ�WXVIEQMRK�ERH�LEZI�EGGIWW�XS�WTIGM½G�WXVIEQMRK�HEXE��;LMPI�ERSXLIV�IZIRX�QMKLX�FI�

interested in an easy calculation and have limited data availability. There is merit to each, and it’s up to the

unique situation inherent in each event to decide which is best.

METHOD : Streaming-Specific

METHOD calculates the energy required to stream video at the device, data transmission, and data center

PIZIPW��%�JYPP�EREP]WMW�YWMRK�1IXLSH��VIPMIW�SR�HIXEMPW�EFSYX�XLI�WIVZIV�RIX[SVO�YWIH��ERH�IRH�YWIV�MRJSVQEXMSR�

MRGPYHMRK�HIZMGI�X]TI��MRXIVRIX�X]TI��VIWSPYXMSR��ERH�WIVZIV�TVSZMHIV��0IX´W�XEOI�E�PSSO�EX�IEGL�

Device

(MJJIVIRX�HIZMGIW�LEZI�HMJJIVIRX�IRIVK]�HIQERHW��%�WQEVXTLSRI��JSV�MRWXERGI��MW�I\XVIQIP]�IJ½GMIRX�HYI�XS�MXW�WQEPP�

WGVIIR�ERH�6(�MRRSZEXMSRW�SZIV�XMQI�XS�QE\MQMÎ�FEXXIV]�PMJI��-J�XLI�IRH�YWIV�WXVIEQW�SR�E�8:�SV�4'��LS[IZIV��XLI�

IRIVK]�YWIH�EX�XLI�HIZMGI�PIZIP�GER�FIGSQI�E�WMKRM½GERX�TSVXMSR�SJ�XSXEP�WXVIEQMRK�IRIVK]��%PXLSYKL�XLI�HIZMGI�X]TI�

GER�WMKRM½GERXP]�MQTEGX�WXVIEQMRK�IQMWWMSRW��MX W�YRGSQQSR�XS�LEZI�EGGIWW�XS�XLMW�MRJSVQEXMSR��ERH�EWWYQTXMSRW�LEZI�

XS�FI�QEHI��2IX¾M\��JSV�MRWXERGI��reports that their users stream on a TV 70% of the time, laptop (15%), tablet (10%),

ERH�TLSRI�� %�HMKMXEP�GSRJIVIRGI��LS[IZIV��[MPP�PMOIP]�FI�ZMI[IH�SR�E�PETXST�HIWOXST�QSWX�SJXIR��

Resolution and Frame Rate

8LI�LMKLIV�XLI�ZMHIS�VIWSPYXMSR�ERH�JVEQI�VEXI��XLI�PEVKIV�XLI�XVERWJIVVIH�½PI��MRGVIEWMRK�XLI�WXVIEQMRK�IRIVK]�

HIQERHW��:MHIS�UYEPMX]��SV�VIWSPYXMSR��ERH�JVEQI�VEXI�GLERKI�XLI�WMÎ�SJ�E�ZMHIS�½PI�F]�SVHIVW�SJ�QEKRMXYHI��

7XVIEQMRK�E�ZMHIS�EX��T�XVERWJIVW�EFSYX��QF�LSYV, while streaming at 720p (30 frames per second (fps))

VIUYMVIW��QF�LSYV��EFSYX��\�QSVI��-X´W�RSX�YRGSQQSR�XS�WII�=SY8YFI�ZMHISW�EX��/��JTW��%X�XLEX�

resolution and frame rate, an hour-long video is 12.9x larger than a 720p at 30 fps video.

Location

Depending on where you and the data centre are located, your carbon footprint from energy use varies. A video

WXVIEQIH�MR�/IRXYGO]��JSV�MRWXERGI��IQMXW�4.4x more CO2e than a video streamed in California solely based on

clean energy used at that location. By using the percent of renewable energy sourced at each unique location,

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for some end users, but it’s usually only a subset of the total. In the absence of precise location data, country or

worldwide averages can be used, but these averages typically don’t account for population, and can’t predict the

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DeviceData

Transmission Data Center


Physical Materials and Shipments

Although not technically part of the energy needed to power event streaming, physical items such as swag and food

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there lifecycle emissions from producing physical materials and packaging, but items are often shipped by air, and

perishable food may require overnight shipping on refrigerated transport. It was found that the emissions footprint

from shipping a single box to each attendee at a digital event in 2020 made up almost 95% of total event emissions.

Other Factors

There are many additional factors that can affect streaming video energy use. One major component to

consider is which data center is used, and their IJ½GMIRGMIW and environmental commitments. As server

technology and AI advance, data centers become better at storing and accessing data, reducing their energy

HIQERHW��8LIVI�EVI�EPWS�WMKRM½GERX�VIRI[EFPI�IRIVK]�GSQQMXQIRXW�JVSQ�IEGL�SJ�XLI�XLVII�QENSV�WIVZIV�

providers: %;7, +SSKPI, 1MGVSWSJX.

Even knowing all of the information above, many variables affecting real streaming energy use will remain

YRORS[R��4IVLETW�XLI�IRH�YWIV�LEW�WSPEV�TERIPW�MRWXEPPIH��SV�MW�IRVSPPIH�MR�E�VIRI[EFPI�IRIVK]�TVSKVEQ�[MXL�

XLIMV�YXMPMX]�GSQTER]��1E]FI�XLIMV�GSRRIGXMSR�MW�YRGLEVEGXIVMWXMGEPP]�WPS[�ERH�SRP]�EPPS[W�XLIQ�XS�[EXGL�

MR��T��SV�XLIMV�MRXIVRIX�MW�HS[R�ERH�XLI]�LEZI�XS�WXVIEQ�JVSQ�XLIMV�GIPP�TLSRI��*EGXSVW�SR�XLMW�WGEPI�[MPP�

EP[E]W�I\MWX��ERH�[MXLSYX�ORS[MRK�MJ��ERH�F]�LS[�QYGL��XLI]�MQTEGX�WTIGM½G�WXVIEQMRK�HEXE��E�QSVI�YRMZIVWEP�

calculation can be used like in METHOD .

METHOD : Auxiliary Energy

This method calculates streaming energy use by broadening the scope to account for other energy consumed at

LSQI��,:%'��ETTPMERGIW��PMKLXW ��MRWXIEH�SJ�QIEWYVMRK�SRP]�RIX[SVO�ERH�HEXE�GIRXIV�IRIVK]��7MRGI�GSYRXV]�[MHI�

ERH�WXEXI�WTIGM½G�EZIVEKI�LSYWILSPH�IRIVK]�YWI�MW�XVEGOIH�GSRWMWXIRXP]��MX´W�IEW]�XS�SFXEMR�ER�YTHEXIH�EZIVEKI��

This method assumes that as an end user streams content, they also use other energy that wouldn’t be needed if

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which can act as a buffer to account for unknowns and worst case scenarios mentioned in the previous section.

The example equation below shows how a simple emissions calculation would work for an end user residing in

XLI�9RMXIH�7XEXIW��8LI�IQMWWMSRW�TIV�YRMX�SJ�IRIVK]�RYQFIV�LEW�FIIR�VIHYGIH�XS�EGGSYRX�JSV�XLI�9RMXIH�7XEXIW�

EZIVEKI�VIRI[EFPI�IRIVK]�YWI��6IRI[EFPI�IRIVK]�WSYVGMRK�MR�XLI�9RMXIH�7XEXIW�ZEVMIW�[MHIP]�F]�WXEXI��WS�E�QSVI�

accurate calculation can be made by knowing the proportion of streamers in each state, and calculating their

emissions separately. The content might also be streamed internationally or primarily from another country,

in which case the factor would need to be changed. The average emissions per hour streamed in the United

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Home Energy


Here is an example of a calculation for METHOD :

Formula: PPE*(CO2e/kWh)

PPE - Average per person energy use (kWh) per hour

CO2e/kWh - Emissions (kg CO2e) per unit of Energy (kWh)

Example Calculation: 0.5 kWh * 0.432 kg CO2e/kWh = 0.215 kg CO2e per US citizen per hour

Pros and Cons of METHOD and METHOD 0MOI�[MXL�ER]�SXLIV�PEF�XIWXIH�QIXLSHSPSK]��XLIVI�EVI�EWWYQTXMSRW�XLEX�RIIH�XS�FI�QEHI�[LIR�ETTPMIH�XS�

the real world. This paper presents two possible methods for measurement, both with their merits and

limitations. Below is a short list of pros and cons of each.

And what about physical events?

METHOD

Streaming-SpecificMETHOD

Auxiliary Energy

Pros

• 1SVI�EGGYVEXI�VIRI[EFPI�IRIVK]� data used

• 1SVI�IRH�YWIV�HEXE�EPPS[W�JSV�QSVI�targeted mitigation strategies

• Easy to calculate

• Allows for a larger audience to internalize energy impacts

Cons

• Requires data that may not be available

• A more rigorous calculation

• 4SXIRXMEPP]�YRHIV�VITVIWIRXW� the energy impact due to technological innovation

• Doesn’t take into account home auxiliary energy use

• 4SXIRXMEPP]�SZIV�VITVIWIRXW�XLI� energy impact

• 2SX�WXVIEQMRK�WTIGM½G


Physical Event Emissions Methodology

4L]WMGEP�IZIRX�IQMWWMSRW�X]TMGEPP]�JEPP�SYXWMHI�SJ�E�GSQTER]´W�XVEHMXMSREP�STIVEXMSREP�FSYRHEVMIW�ERH�EVI�GEXIKSVMÎH�

as Scope 3 emissions��7MRGI�XLI]�EVI�JEV�VIQSZIH�JVSQ�HMVIGX�SVKERMÊXMSREP�SZIVWMKLX�SV�GSRXVSP��XLI�GEVFSR�accounting for physical events generally ranges between actual metered data and modeled estimates based on

MRJSVQEXMSR�EZEMPEFPI��;LMPI�IZIRXW�GER�ZEV]�MR�XIVQW�SJ�XLIMV�TVMQEV]�WSYVGIW�SJ�EJ½PMEXIH�JSWWMP�JYIP�GSQFYWXMSR��

1IIX+VIIR�QIXLSHSPSK]�JSV�TL]WMGEP�IZIRX�IQMWWMSRW�EWWIWWQIRX�JSGYWIW�SR�XLI�JSPPS[MRK�OI]�EVIEW�

Venue Energy | �-J�XLI�ZIRYI�HSIW�RSX�TVSZMHI�WTIGM½G�IRIVK]�YWI�HEXE��MX�MW�GEPGYPEXIH�based on contracted event square footage factored with 97�(ITEVXQIRX�SJ�)RIVK] averages

JSV�GSQQIVGMEP�FYMPHMRKW�SJ�TYFPMG�EWWIQFP]��8LMW�MW�XLIR�EWGVMFIH�E�VIKMSR��SV�WXEXI�WTIGM½G�

IQMWWMSRW�GSIJ½GMIRX�FEWIH�SR�XLI�)4%´W�I+6-(�HEXE.

Hotel Energy | The energy used at hotels and accommodations are estimated using the

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“per occupied room” emissions from the 'SVRIPP�,SXIP�7YWXEMREFMPMX]�&IRGLQEVOMRK�-RHI\��.

Material Waste | �1EXIVMEPW�TVSHYGIH�JSV�ER�IZIRX��ERH�LS[�XLI]�EVI�HMWGEVHIH��LEW�ER�IRIVK]�ERH�IQMWWMSRW�JSSXTVMRX��1IIX+VIIR�GSPPIGXW�TVSHYGXMSR�MRJSVQEXMSR�TVI�IZIRX��ERH�

[SVOW�[MXL�ZIRYIW�ERH�LSXIPW�XS�TVSZMHI�[EWXI�HMZIVWMSR�HEXE�TSWX�IZIRX��1IIX+VIIR�YWIW�

Defra, 2020 to determine the emissions factors for different material excavation, production,

transportation, and disposal.

Travel & Transportation Impacts:�%XXIRHII�SVMKMR�GMX]�WXEXI�HEXE�EVI�WSVXIH�ERH�GSHIH�XS�EGGSYRX�JSV�TVSFEFPI�HMWXERGIW��8VEZIP��XVERWTSVX�IQMWWMSRW�JEGXSVW�EVI�HIVMZIH�JVSQ�Defra, 2020.

Air Travel | �7SVXIH�F]�KISKVETL]��EWGVMFMRK�IWXMQEXIH�VSYRH�XVMT�XVEZIP�HMWXERGIW�� ERH�HIPMRIEXMRK�MRXS�PSRK��QIHMYQ��ERH�WLSVX�LEYP�¾MKLXW��JSV�JEGXSVMRK�IQMWWMSRW�MQTEGXW�

Ground Transportation | �0SGEP�EXXIRHIIW�EVI�EWWYQIH�XS�XVEZIP�F]�GEV�ERH�assigned an average round trip distance. This category also includes airport shuttles, taxi,

app-based ride services, bus, and rail.

Freight | �*VIMKLX�MRGPYHIW�XVYGO�ERH�EMV�XVERWTSVX�JSV�EPP�QEXIVMEPW�WLMTTIH�VIPEXIH�XS�FYMPHW��WMKREKI��ERH�%�:��(ITIRHMRK�SR�XLI�WGEPI�SJ�XLI�IZIRX�TVSHYGXMSR��WSQI�TL]WMGEP�IZIRXW�

HS�RSX�MRGPYHI�WXEXMWXMGEPP]�WMKRM½GERX�JVIMKLX�QIXVMGW�

So what does all of this mean and what does the future hold?

Venue Energy

Hotel Energy

Air Travel

Ground Travel

Freight

Materials Waste

Conclusion1IIX+VIIR W�±9R'EVFSR²�EWWIWWQIRXW�EGVSWW�XLI�PEWX�]IEV�VI¾IGX�E�GPIEV�ERH�WMKRM½GERX�IQMWWMSRW�WEZMRKW�

through meeting digitally, averaging a 95-99% reduction, when compared to physical events. Collectively these projects saved a cumulative 79,418,230 kg of CO2e!�8S�TYX�XLMW�½KYVI�MRXS�TIVWTIGXMZI��XLEX�MW�IUYMZEPIRX�XS�XLI�IQMWWMSRW�KIRIVEXIH�JVSQ�TS[IVMRK�XLI�MWPERH�SJ�7X��/MXXW�JSV�SZIV�ER�IRXMVI�]IEV��

'SRWMHIVMRK�XLEX�1IIX+VIIR�YWIH�METHOD for calculating most digital impacts, we believe it is possible

that these savings were actually conservatively reported.

Looking Ahead

Armed with such stark quantitative insights, it begs the question: how can this data inform and improve how we meet from a sustainability perspective? One such outcome from the assessment is the potential

for articulating more meaningful targets and thresholds for when travel is necessary for our events. If the

KSEP�MW�XS�VIHYGI�JYXYVI�IQMWWMSRW��PIZIVEKMRK�XLI�FIRI½XW�SJ�QYPXMTPI�JSVQEXW�SJ�GSRRIGXMZMX]�GER�TPE]�E�

ZMXEP�TEVX��*SV�I\EQTPI��MJ�SYV�X[S�GEWI�WXYHMIW�STIVEXIH�EX�E�50% physical and 50% digital “hybrid model”

moving forward, it would eliminate 550% of associated event emissions!

Additionally, what if our attendees have come to expect a virtual attendance option? Events that continue

to offer a robust, engaging digital event component will simultaneously reach more people and reduce their

emissions impact. Imagine a world with a greater range of choices for event attendance, with transparent

GVMXIVME�JSV�HIGMWMSR�QEOMRK��ERH�SRI�MR�[LMGL�E�WTIEOIV�NSMRW�JVSQ�LSQI�MRWXIEH�SJ�¾]MRK�EGVSWW�XLI�[SVPH�

to give a one-hour presentation.

-R�XLMW�[E]��½RHMRKW�JVSQ�XLI�1IIX+VIIR�'EWI�7XYHMIW�GER�FI�MRWXVYQIRXEP�EW�QYGL�RIIHIH�GSRXI\X�

and drivers towards innovation and the evolution of hybrid meetings. Carbon capture and drawdown

technology will need to be effectively paired with overall reduction strategies to achieve global targets, and

digital and hybrid events can play a part.

0EWXP]��EPXLSYKL�RSX�I\TPMGMXP]�EHHVIWWIH�MR�XLI�GSQTEVMWSR�WXYH]��MR�QER]�GEWIW�HMKMXEP�IZIRXW�GER�

MRGVIEWI�EGGIWWMFMPMX]�JSV�EXXIRHIIW��*SV�I\EQTPI��MeetGreen digital events achieved a 117% increase in attendance along with a 78% increase in countries represented. We feel that this enhanced

EGGIWWMFMPMX]�GSYTPIH�[MXL�XLI�GSRWMHIVEFPI�IRZMVSRQIRXEP�FIRI½XW��QEOIW�VIXEMRMRK�ERH�IRLERGMRK�HMKMXEP�

event attendance options vital for both our people and planet.

+MZIR�XLI�GSRWMHIVEFPI�MQTEGXW�ERH�JSSXTVMRX�SJ�SYV�TL]WMGEP�IZIRXW��GEVFSR�WEZIH�FEWIPMRIW�EVI�ER�

important reminder that our event choices have real world environmental consequences, and that

more than ever:

How We Meet Matters.

'ST]VMKLX��1IIX+VIIn®

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