Sustainability has become a central promise of many events, yet new research reveals that spectators often overlook or misinterpret organisers’ efforts. Audiences tend to recognise only the most visible, environmental signals—like recycling bins or renewable energy use—while social and economic impacts often go unnoticed. What counts as a meaningful sustainability initiative also depends heavily on local context; what resonates with one community may feel routine or irrelevant in another. Adding to the challenge, fragmented messaging frequently dilutes impact, leaving audiences confused or disengaged. To create real change, event organisers must rethink their communication strategies: simplify the narrative, prioritise core sustainability goals, and make actions visible, tangible, and locally relevant. By aligning messaging with audience expectations and context, events can move beyond box-ticking exercises to foster authentic engagement, inspire behavioural change, and deliver sustainability outcomes that truly resonatewith spectators and stakeholders alike.