Sometimes, the marketing team gives you the freedom to choose your own topic for a blog post. And when that opportunity comes up, there’s little doubt in my mind: I choose a topic that genuinely moves me.
Not from my role as Office Whisker, but simply as a human being. And as a human, or “Office mom” (a nickname I often get at work, and quite fitting since I’m also a proud mom of two young kids), I’m becoming increasingly aware of what we leave behind on this planet.
For me, ecology isn’t just a paragraph in a policy document, it’s a guiding principle that shows me what truly matters. It’s about taking responsibility for the world we’ll pass on to our children, and at the same time, having deep respect for the richness of what exists today: nature, natural resources, and the people who keep it all moving. Even though I mostly work behind the scenes, I’m noticing more and more conscious choices being made across our sector. From clients who brief more mindfully, to suppliers who put sustainability at the core of their business.
Sustainability is no longer treated as a side note, it’s becoming a core value in how we operate as an industry. And those small signals give me hope. Because it’s not always the big gestures that make the difference. Sometimes, it’s in the quiet, effortless way someone makes a sustainable choice, without expecting any applause for it.
Still, I often feel a tension between striving to do so and actually doing it. Our sector is all about making memories tangible and bringing emotions to life in live moments. At the same time, we’re part of a world struggling under the weight of waste, CO₂ emissions, and the depletion of natural resources.
Sustainability is becoming more present in our work, but sustainable choices are rarely straightforward. They often require additional investments, while budgets are under pressure and expectations remain high.
That same tension becomes clear when we talk about reusable cups.
The basic idea is simple: better to use one cup dozens of times than to toss a single-use one after just one drink. Less waste, fewer raw materials, less pollution. In theory, it all makes sense. But like many sustainable choices, the challenge lies in the execution.
A reusable cup only becomes truly more sustainable than a disposable one if certain conditions are met. First of all, it needs to be used often enough to offset the impact of production, transport, and cleaning. Using it once or twice just isn’t enough. It takes dozens of reuse cycles before it really makes a difference.
An efficient logistics system is also crucial. After each event, the cups must be collected, washed and redistributed, which in turn requires energy, water and transport.
And then, of course, there are the visitors themselves. They need to return their cup properly, avoid losing it, stepping on it or taking it home as a “souvenir” in their backpack.
If one or more of these links weakens, the whole system starts to falter. In some cases, a reusable cup can even end up having a higher environmental cost than a well-recycled disposable one.
There’s one important distinction we shouldn’t overlook here: the difference between B2B and B2C events. At festivals or large public gatherings, the behaviour of individual visitors plays a key role. As an organiser, you rely on tens of thousands of people to return their cups properly, all while they’re in a state of relaxation, freedom or euphoria. The chances of cups getting lost, damaged or taken home as a keepsake are therefore significantly higher. In such a context, the system only truly works if there is a strong focus on communication, incentives and convenient return points.
In a B2B-context , things are often different. Organisers typically opt for glassware instead of plastic cups.. This is not only an aesthetic choice, but also a practical one: the audience is smaller, catering is more controlled, and there is more space and structure to work with glass. Still, there are exceptions where glass isn’t always safe or feasible. In those cases, reusable cups offer a logical middle ground, allowing for better control over the ecological impact.
The difference between the two shows that there’s no ‘one size fits all’-system. The ideal solution depends on the scale, the audience, the location and the logistical possibilities. Each case requires a tailored approach, conscious choices and the right partners to turn sustainable intentions into real impact.
There’s also an economic factor to consider: reusable cups come with higher costs.
In a sector where budgets are often under pressure and expectations around experience are high, it’s not always easy to absorb those extra costs, no matter how strong the intention.
Of course, that doesn’t mean reusable cups have no place at events; quite the opposite. With the right approach, they can be a powerful step toward less waste and more sustainability.
A smart return system makes a big difference. When you provide visitors with clear communication, convenient return stations and possibly a small (!) incentive, the number of cups returned increases significantly. The scale of the event also plays a role: reusable cups are most effective at larger or recurring events, where the same cups can be used multiple times.
Equally important are the right partners. Partners who handle transport, cleaning and reuse in a sustainable way help keep the ecological footprint low, even behind the scenes.
In short: change starts with people. With the choice to return your cup. With an organiser’s decision to see sustainability not as a “nice-to-have,” but as a starting point.
With an agency that dares to challenge its clients to think beyond the standard playbook. And with colleagues who are willing to speak up when convenience threatens to outweigh ecological values.
That’s exactly why I, even as the “Office mom” behind the scenes, continue to believe in the power of conscious choices. today, tomorrow, and every day after that.
With love for the small choices,
– Elke Pasquet
Office Whisker
At Whisk, we believe that big change starts with small choices, especially at events.
Curious how we can create real sustainable impact without compromising on experience? We’d love to think along with you.
Live marketing isn’t about simply organizing something. It’s about feeling a brand, experiencing a message and anchoring an emotion. Because let’s be honest: that’s what truly sticks. And that’s exactly what we stand for.
