The global exhibition and trade fair industry is undergoing a fundamental transformation, driven by an urgent need for verifiable sustainability and resource efficiency. In a significant move to professionalize these efforts within the German-speaking market, fwd: Servicegesellschaft mbH has announced the expansion of its service portfolio to include official certification according to the international Better Stands standard. This initiative aims to provide an independent, third-party auditing instance that offers a resilient foundation for sustainability-related decision-making while significantly improving the comparability of exhibition stand solutions across the sector.
As the demand for sustainable stand concepts grows, exhibitors and organizers are increasingly seeking reliable benchmarks to navigate the complexities of resource efficiency and circular economy requirements. The introduction of this certification service by fwd: Servicegesellschaft marks a pivotal moment in the industry’s transition from voluntary "green" gestures to standardized, measurable environmental performance. By utilizing the Better Stands framework, the organization is championing a shift away from the "build-and-burn" culture that has historically dominated the trade fair landscape, focusing instead on the long-term lifecycle of materials and the objective evaluation of stand reusability.
The Better Stands Framework: A New Industry Benchmark
The Better Stands program is an international initiative designed to encourage the move away from single-use exhibition stands toward reusable structures. The core of the program is a 10-point framework that evaluates stand construction based on the percentage of components that are reused across multiple events. Under the leadership of Silke Schulte, Managing Director of fwd: Servicegesellschaft mbH, the organization now provides expert assessment to verify these standards.
The framework categorizes exhibition stands into three distinct tiers: Bronze, Silver, and Gold. A Bronze-level stand typically utilizes a certain percentage of reusable elements, such as modular wall systems, while still relying on some disposable materials. The Silver tier indicates a significantly higher proportion of reusable components, including flooring and lighting. The Gold standard represents the pinnacle of sustainable trade fair participation, requiring nearly 100% of the stand to be part of a circular system where components are stored, maintained, and redeployed for future shows.
By acting as an audited assessor, Silke Schulte provides a critical bridge between theoretical sustainability goals and practical implementation. "Since December 2025, I have been actively involved as an assessor for Better Stands, supporting a service that makes sustainability in our industry visible and measurable," Schulte stated. "It is essential for me to examine concepts and solutions from the initial idea through to implementation. Successful exhibition stands are the result of close cooperation between exhibitors as clients and the creative and executing partners, such as stand construction companies, agencies, or architects."
Background: The Environmental Toll of Trade Fairs
The drive for certification is rooted in the significant environmental footprint of the global event industry. Traditionally, trade fairs have been high-waste environments. According to industry data, a single large-scale international trade fair can generate hundreds of tons of waste, much of it consisting of single-use timber, chipboard, PVC-based carpets, and disposable graphics. In the past, the "disposable stand" was often seen as the most cost-effective way to achieve a unique, bespoke brand presence. However, rising disposal costs, fluctuating raw material prices, and tightening environmental regulations have rendered this model increasingly obsolete.
In Europe, the introduction of the Corporate Sustainability Reporting Directive (CSRD) has placed additional pressure on corporations to report on their Scope 3 emissions—which include the carbon footprint of their marketing and event activities. For major exhibitors, an uncertified, high-waste exhibition stand is no longer just an environmental issue; it is a regulatory and reputational risk. The Better Stands certification provides the documented proof required for modern ESG (Environmental, Social, and Governance) reporting, allowing companies to substantiate their sustainability claims with third-party data.
Chronology of the Sustainability Movement in German Trade Fairs
The adoption of the Better Stands standard by fwd: Servicegesellschaft is the latest step in a multi-year chronology of professionalizing the German event industry’s environmental efforts.
- 2020–2022: The Conceptual Phase. Following the global pandemic, the event industry faced a "reset" moment. Industry associations began discussing the need for a circular economy to ensure the long-term viability of physical events.
- 2023: The Rise of Modular Systems. There was a noted surge in the adoption of modular aluminum frame systems. While these systems were inherently more sustainable, there was no unified way to measure the "reusability" of the custom elements often attached to them.
- Late 2024: Strategic Alignment. fwd: Bundesvereinigung Veranstaltungswirtschaft (the parent association of fwd: Servicegesellschaft) identified the Better Stands program—originally pioneered by international organizers like Informa Markets—as the most robust framework for the German market.
- December 2025: Auditor Qualification. Silke Schulte completed the rigorous auditing process to become a certified Better Stands assessor, laying the groundwork for the service launch.
- April 2026: Official Service Expansion. fwd: Servicegesellschaft officially integrates Better Stands certification into its service catalog, offering it to the wider market of exhibitors, agencies, and construction firms.
Technical Assessment and the Role of the Assessor
The assessment process managed by fwd: Servicegesellschaft is comprehensive. It does not merely look at whether a material is "recyclable" in theory, but whether it is actually reused in practice. The 10-point framework includes criteria such as the type of flooring used (avoiding single-use carpets), the construction of the stand walls (moving away from painted MDF or chipboard that is discarded after four days), and the design of the lighting and rigging systems.
A key aspect of the assessment is the "Material Passport" or documentation provided by the stand builder. The assessor reviews technical drawings, material lists, and logistics plans to determine the percentage of the stand that returns to the warehouse for future use versus the percentage destined for the skip. This level of scrutiny ensures that "greenwashing"—the practice of making unsubstantiated environmental claims—is effectively eliminated.
Industry Reactions and Implications
The move has been met with positive responses from various sectors of the trade fair ecosystem. Stand construction companies, many of whom have already invested heavily in reusable systems, see the certification as a way to differentiate themselves from competitors who continue to compete on price by using cheap, disposable materials.
"Standardization is what the industry has been missing," says a representative from a leading German exhibition design agency. "In the past, we told clients our stands were ‘sustainable’ because we used FSC-certified wood. Now, we can give them a Bronze, Silver, or Gold rating that actually means something to their board of directors and their shareholders."
Furthermore, trade fair organizers are expected to benefit from this rollout. By encouraging exhibitors to aim for Better Stands certification, organizers can significantly reduce the "move-out" waste at their venues. This leads to faster breakdown times, lower waste management costs, and a cleaner, safer working environment on the show floor.
Broader Impact: A Shift in Creative Strategy
The expansion of the Better Stands certification also signals a shift in the creative process of exhibition design. Architects and designers must now think "circularly" from the very beginning. Instead of designing a stand for a single four-day event, they are tasked with designing modular kits of parts that can be reconfigured for different hall sizes and brand requirements over a three-to-five-year period.
This shift does not stifle creativity; rather, it redirects it toward engineering and smart design. The challenge is no longer just to build something beautiful, but to build something beautiful that can be dismantled, packed into a crate, and rebuilt ten times without losing its aesthetic appeal.
Future Outlook: Toward a Mandatory Standard?
While the Better Stands certification currently operates as a voluntary service provided by fwd: Servicegesellschaft, industry analysts suggest that it could eventually become a prerequisite for participation in major international shows. As cities and municipalities—who often own the large exhibition grounds in Germany—set more ambitious carbon-neutral goals, the pressure on trade fair organizers to mandate waste-reduction standards will only increase.
By establishing itself as a leading authority in this space now, fwd: Servicegesellschaft is positioning the German event industry at the forefront of the global sustainability movement. The certification provides a clear roadmap for companies that are serious about their environmental responsibilities, moving beyond vague promises toward a future of transparent, data-driven sustainability.
In conclusion, the introduction of the Better Stands certification by fwd: Servicegesellschaft is more than just a new service offering; it is a structural intervention in the market. It provides the tools necessary to measure progress, the authority to validate claims, and the framework to transform the trade fair industry into a cornerstone of the circular economy. For exhibitors looking to future-proof their event marketing strategy, the path forward now has a clearly defined standard.