AGF Insider: Linnéa E. Vågen Svensson on the next big thing in sustainability in events
Welcome to AGF Insider, our insightful series where we bring you monthly interviews with industry experts.
Each month we catch up with an industry leader in the sustainability world to find the current trends and best practices
This month, we catch up with Linnéa E. Vågen Svensson - Mentor in Sustainable Transition for the Experience Sector and Green Anchorwoman at YOUROPE.
What are the best practices that you are seeing give the best results?
Some of the most interesting practices are those that combine practical impact with audience involvement. At Øya, the TOMRA pilot with reusable cups and deposit-return showed how circular systems can work in real life in an outdoor/city setting. Oya and Way Out West’s vegetarian-only food has been a game changer for cutting emissions, and Way Out West's Kidney Pass campaign, a campaign where fans could secure festival tickets by registering as organ donors, turning ticket demand into health advocacy, proves how social causes can be integrated into the festival experience. Roskilde’s rental camping gear system is another strong example, reducing waste while improving comfort.
What trends are you seeing this year?
The strongest trend in 2025 is clearly social sustainability. Festivals and artists are openly engaging in the Palestine issue, and it really energises audiences. At the same time, practical green solutions like Øya’s reuse system or Way Out West’s dedicated festival train from Stockholm are becoming expected – environmental action is increasingly a hygiene factor, while the social dimension creates the strongest response.
(Photography: Jan Martin Vågen)
What are the obstacles?
Scaling circular systems, like deposit-return cups, requires new infrastructure and strong partnerships with relevant stakeholders like the breweries, not always open to this adjustment. International travel for audience and artists remains the biggest environmental challenge for urban city festivals like Øya and WOW, despite efforts like festival trains. And socially, stepping into political issues carries a risk of polarisation, even if it can also strengthen community bonds.
What’s the next big thing in sustainability in events?
I think it’s the integration of circular economy systems with digital tools – like barcoded reusable cups and deposit-return schemes – combined with smarter solutions across the whole value chain. We’ll see more climate-friendly transport such as dedicated festival trains, a stronger shift towards plant-based food as standard, and smarter touring models where artists coordinate routes and share equipment to cut emissions.
What would be the biggest game changer from your perspective?
The real game changer would be if European festivals joined forces to share infrastructure – from deposit-return to transport solutions and smarter touring plans. Coupled with a strong social sustainability agenda, that could transform festivals into regenerative communities with influence far beyond the festival site.
Keep an eye out for next month's edition of AGF Insider, where we'll bring you more expert perspectives and fresh ideas!
