Why social impact is a non-negotiable for event planners

Conferences and business events have the power to make a real difference to a destination. This might mean bringing economic benefits by attracting more delegates to stay in the city or encouraging greener choices in venues, accommodation, food and transport. 

In 2024, Greater Manchester’s conference and events sector generated £917m through core activity, rising to £1.0bn with leisure activity. This supports 34,200 full-time jobs across the region and positively impacts many lives. 

However, conferences can also be powerful vehicles for social impact—creating a better experience for local communities in host cities, not just for delegates. 

As ESG becomes a greater priority across the sector, more planners are looking to give something back to the destination that hosts them, thinking about what they can do for the city rather than what the city can do for them. 

Examples of a strong social impact programme include: 

• Working with education providers to help young people forge new careers 

• Supporting the natural environment through planting and clean-up projects 

• Partnering with equity, diversity, and inclusion organisations 

• Working with community groups and charities that support a cause aligned to your values 

• Reducing food waste and supporting community food projects 

It’s always better to find a project that aligns with your values. That way, your work makes sense to delegates and feels less like a box-ticking exercise and becomes a purposeful, proactive way to make a difference. 

When done well, these partnerships can drive long-term change and truly impact the lives of people within your conference destination. They can also bring benefits to your event.  

Here’s why social impact should be a key element of all events—aside from being the right thing to do, it’s becoming a non-negotiable: 

Boosting brand reputation 

By giving back to communities, supporting emerging careers, and championing environmental causes, conferences not only help people and make a positive impact but also boost their reputation within host cities and improve their brand image in the wider community. 

Event planners who aren’t considering a social impact plan risk being left behind and appearing indifferent. Social impact is no longer a nice-to-have, it’s an essential component for staying competitive in the industry. 

Aligning with stakeholder expectations 

From an organiser’s perspective, a social impact strategy can help gain support for your event. Many funders, partners, and attendees now expect events to have a purpose beyond profit. It demonstrates your organisation’s ESG credentials and shows you’re committed to creating meaningful change. 

By implementing a social impact plan, planners can show they are thinking holistically and ethically. This is crucial for securing support for current and future events. 

Leaving a lasting impact 

Events should not be a one-off occurrence that leaves little impact in the host city. A well-executed social impact programme can create a legacy for a destination and its communities. If you return, the city will welcome you back with open arms, and your event will be remembered. 

Whether you’re helping people into new careers, enhancing the natural environment, or working with community groups, conferences have the power to make a real difference. With passionate delegates, implementing lasting change isn’t difficult provided it comes from a genuine place and is a cause they can support. 

Engaging delegates 

Conference planners invest heavily in the delegate experience, ensuring attendees feel welcome and can make the most of their time. By working closely with local communities, students, or charitable causes, organisers can make their event truly memorable. 

Creating positive social ROI not only boosts your brand image but also engages delegates during the event, adding to their overall experience. It’s a great way to stand out in a crowded calendar and generate enthusiasm for positive change, helping you gain a competitive edge and encouraging repeat attendance. 

Sharing expertise and knowledge 

Conferences bring together a wealth of expertise from industry leaders, creating a unique platform for learning and innovation. Planners often choose destinations for their industrial and academic strengths but engaging the local community can open up new viewpoints, local expertise, and emerging talent. 

Conferences are designed to spark ideas and collaboration. By bringing in new voices or encouraging delegates to work within the community, planners can inspire fresh thinking and make events more dynamic and inclusive. 

Greater Manchester’s Social Impact Guide 

Greater Manchester’s strategy aims to create a thriving city-region where everyone can live a good life, with commitments to quality jobs, good places to live, and improved health and wellbeing. Conferences visiting Greater Manchester can support this mission by partnering with community groups, opening career opportunities, and protecting the natural environment. 

Marketing Manchester’s Convention Bureau team has made this easy for organisers. Working with organisations across the city—from academic institutions to community groups—Marketing Manchester and Manchester Central have created a Social Impact Guide for event planners. The guide highlights projects and initiatives that would benefit from conference support and helps planners meet CSR/ESG objectives while offering genuine impact. Options include volunteer days, donating leftover food, or engaging the local community within your event. 

If you’re interested in implementing a social impact programme for your Greater Manchester event, contact Marketing Manchester’s Convention Bureau to make your event as sustainable and impactful as possible.