We Do What We Can, When We Can

Author

Sydney Stiegel

Senior Marketing Coordinator

Natalie Williams, Director of Business Development for Georgia, and Hayley Gatlin, Strategic Creative Director on the Central Team—co-founders of PRA’s Green Team—share how they're turning passion for the planet into a company-wide movement.

From the Ground Up

Natalie Williams didn’t pretend to have all the answers when she first started talking about sustainability at PRA. But she did have conviction, and the honesty to say, “I don’t really know what it means for a company our size, but I know I can’t do it alone.”

That openness became the spark behind PRA’s Green Team, a company‑wide initiative grounded in the belief that real change happens when people start where they are.

When leadership issued a call to action around sustainability, Natalie, Director of Business Development for Georgia, saw an opportunity to build on existing groundwork and develop more structure around it.

With leadership support, she helped shape a plan that brought together voices from different regions, disciplines, and perspectives across the company.

“That’s how we got started,” Natalie explains. “We knew we needed different regions, functions, and perspectives. We built a plan, got leadership support, and the Green Team started evolving from there.”

For Hayley Gatlin, Strategic Creative Director on PRA’s Central Team, joining as a Green Team co‑founder was deeply personal. “I’ve always been really connected to the natural world,” Hayley says. “I work in Hawaii a lot, I live in Florida near the ocean, I travel constantly. When you spend time in these incredible environments, you can’t not care about protecting them.”

Her professional background also shaped her perspective. After years in interior design, it took time working in events for the scale of waste to fully register.

“That realization can be heavy,” she admits. “But it’s also a massive opportunity.”

Building a Common Language for Sustainability

The Green Team is currently focused on building a foundation to make sustainability accessible and actionable across PRA.

“We’re developing the landscape so everyone across PRA—sales, designers, operations, and vendors—can speak the same language around sustainability,” Natalie says. “And it looks different depending on where you are. LA is in a very different place than New Orleans. There’s so much opportunity to learn from each other.”

That common language is also shaped by globally recognized frameworks. The team works within the United Nations Sustainable Development Goals, connecting broad ideas like zero hunger, clean water, and responsible consumption to tangible actions in the event space.

“These goals aren’t abstract,” Natalie explains. “They translate directly into things we can activate in the room—packing backpacks for a homeless shelter, promoting reusable water bottles, donating florals. It all connects.”

Start With What You Know

For Hayley, that connection came into sharp focus through floral composting and reuse—an area where she immediately saw meaningful impact bloom.

“Beautiful installations are discarded after one night,” she explained. “So, I started with what I knew.”

Her first step was simple but proved to be powerful. While partnering with a local florist in Maui who was already composting, Hayley asked if she could also take PRA’s florals at the end of programs. The answer was an immediate yes, and the results have been growing since.

“With just three programs, we’ve diverted 570 pounds of green waste,” Hayley shares. The effort has already expanded at a large-scale event in Nashville, with plans to build composting and donation partnerships in other floral‑heavy destinations like Florida, Texas, and California.

570 Pounds—and Counting

That 570‑pound number is more than a statistic—it’s a visual.

“It’s the weight of a large sea turtle,” Hayley says. “And that’s from just three programs. Think about the scale of what we do across the country—the potential impact is staggering.”

Natalie sees that same ripple effect beyond florals. She points to leftover décor, food, and small materials at the end of programs—items that often default to the trash.

“There are waste diversion centers that can handle all of it,” she says. “It’s a mindset shift—this is how we do things now.”

Progress, Not Perfection

For many people, the word “sustainability” can feel paralyzing, Natalie shares. The best lesson learned at her first sustainability certification cut right through that overwhelm:

“The facilitator literally had everyone share their worst non‑sustainable habit,” Natalie recalls. “When shame started creeping in, she stopped us. There’s no shame. Nobody needs to be perfect. Just start somewhere.”

Hayley agrees and believes that mindset is where real momentum comes from.

Business in the Green

Sustainability, Natalie notes, isn’t just the right thing to do—it often makes business sense.
“One thing that surprised me with my SCPC certification was realizing that being more sustainable doesn’t necessarily mean more cost,” she says. “There are often cost savings.”

She points to real‑world examples: recycled paper badge holders replacing plastic at a major conference, saving thousands of dollars; reused florals across multi‑day events that reduce spend while creating a compelling sustainability story. “It’s reallocation, not addition,” Natalie emphasizes.

At the client level, sustainability conversations are increasingly expected. Natalie often starts by reviewing a client’s own sustainability report and connecting their goals directly to event strategy.

“Almost every major company has one now,” she says. “Showing clients how we can help them live those commitments really resonates.”

Hayley sees the same shift from the creative side. “Clients are asking about it more than ever” she says. “It’s not a box‑check anymore. Sometimes it’s required. Being ahead of that curve isn’t just good for the planet—it’s how we stay competitive.”

On a Mission

For both founders, the Green Team is more than a professional initiative. “PRA is doing the work, and that matters,” Natalie says. “Small steps will lead to great leaps, and we’ll do it together. And even though we’re a competitive industry, this is one area where we can all succeed. Let’s all keep challenging each other to make a better industry and a better world.”

Hayley agrees. “This feeds my soul,” she says. “Getting to channel something I’m truly passionate about into my work and hopefully make a real difference in doing it… that’s a gift.”

Ready to Grow Green?

We can make your next event a more sustainable one. Small changes compound. Let’s start together.