Smyle launches Cycle to help brands tackle sustainability challenges in the creation of experiences

UK-based creative agency Smyle has launched Cycle, a new service that offers brands a methodology to accelerate sustainability journeys through innovation and action. Cycle is available in two formats – ‘baseline’ and ‘bespoke’ and the service takes a holistic view of events to deliver sustainable experiences. It evaluates the environmental impact of elements including the materials used, waste created, energy and water consumed, travel and transport involved. It also evaluates the types of food and drink offered, the overall event environment, individual welfare and social and community impacts. Smyle says its 2025 sustainability goals are to reduce greenhouse gas emissions on internal operations by 50%, as well as reducing GHG emissions by 30% on all client work delivered. The agency also aims to minimise waste and replace all single-use materials with circular economy equivalents. Cycle has been developed in partnership with sustainability expert David Stubbs who says: “I am delighted to have been part of the development of Cycle because it puts sustainability at the heart of how we should be thinking about planning and delivering events. “By focusing on the impact of events on people and planet, Cycle will make a huge contribution to innovation in the events industry and deliver meaningful change.” Smyle managing director Dominic Thomas-Smith adds: “By measuring success against sustainability goals, Cycle sets ambitious targets for continuous improvement. “Now is the time to act, and rapid, collective, global action – including initiatives such as Cycle – can transform ‘business as usual’ to a more sustainable business model.”