Stubbs was speaking in London at the first meeting of a working group that is putting together a draft framework for the new ISO 20121 standard.
He told delegates from 20 countries: "The opportunity is there for the events sector to create a fantastic vehicle to communicate sustainability. We can use events to pioneer new initiatives, set new standards, and influence supply chains and the community at large, to make a big difference.
"The work you are doing to develop the ISO 20121 standard is fundamental in giving us the tools to complete that mission, which is really important."
Early discussions on the standard, an international version of the UK's BS8901, were described as positive by Jose Alcorta, a British Standards Institute (BSI) team leader who is acting as secretary of the ISO PC250 working group.
Alcorta said: "We have something now that we can build upon. One of the points that came up was that people in the events industry want more specific guidance in the document. They are not familiar with the language used in standards and want more guidance embedded in the document."
He added that an improved version of the document would now be drafted and the committee would meet again in April or May to make further refinements.
The ISO 20121 standard is due to be finalised in 2012 to coincide with the London Oympics.