A new organisation has been launched to drive the need for
diversity, equality, inclusion (DEI) and environmental action within the global
business events industry.
New Intent will work with destinations, event strategists,
and the event supply chain to advocate for the critical importance DEI and
environmental action have in creating positive societal transformation.
Bringing partners together from across the world, New Intent
will curate educational sessions, white papers, knowledge sharing and
industry-leading leadership to ensure business events put people and the planet
New Intent founder, Rory Archibald, said: “DEI and
environmental action need to take a much greater priority in our industry. I
believe that we must do more as an industry to properly drive DEI and
environmental action forward and start to take what we preach and put it into
“We will bring advocacy to the forefront, engage in
challenging conversations, and face up to the journey we have in front of us.
We have the power to create real change and transform an industry by
collaborating, sharing, and demanding change.’
Archibald remains in his full-time position at VisitScotland
where he looks after the associations, sectors, marketing, PR, and policy
strategies for business events. He will run New Intent as a side project.
New Intent offers partnerships to the events industry supply
chain, memberships to event strategists, transformation strategies for events,
and speaker services where specialist topics include the UN SDGs, DEI,
environmental action, corporate social responsibility, and the politics of
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.