In 2024, 79% of B2B marketers with responsibility for events in EMEA agreed that reducing the environmental impact of their events was an important priority — more than double the percentage in North America. However, in 2025, this figure dropped sharply to 40%, bringing EMEA in line with other regions. APAC now leads, with 43% of marketers in this region considering environmental sustainability a priority for their events. With event teams facing severe budgetary and resource pressures, this shift reflects a refocusing on core operational needs at the expense of longer-term strategic considerations. This is a snapshot of Forrester’s Q1 2025 State Of B2B Events Survey data.