EW spoke with Fiona Pelham, CEO of Positive Impact, at IBTM World in Barcelona.
Pelham delivered a keynote to events industry press about how we can combat 'greenwashing' - spreading vague platitudes or promises about sustainability that don't amount to any action.
Pelham said: "When you look around IBTM World, you can see a lot of best practices, a lot of standards, a lot of tips. But tat can be confusing when it comes to sustainability. We need to think differently."
You can watch the video below.