The science for a long time has been unequivocal: climate change is happening and is accompanied by plummeting biodiversity. Science tells us that this is man-made, and that the impacts will be felt by everyone. Many countries are now legally committed to reach net zero emissions - including the UK - but, to achieve this, as set out by the Intergovernmental Panel on Climate Change in their 2018 Special Report, we need rapid and far-reaching changes across all aspects of society.
In the context of the climate change threat, the question for the media sector is, what is our role?
Like many organisations, the ±«Óătv has committed to reach net zero emissions in its direct operations by 2030. As part of this we will assess all aspects of our business to reduce our emissions as far as we can, and offset any residual impacts. It is challenging, but achievable, and the right thing to do.
However, the opportunity for the media extends beyond running our TV studios and servers on renewable energy. Our storytelling can help audiences understand the challenges and opportunities ahead too.
We spoke to media professionals, experts, academics and audiences themselves to understand what the industry is currently doing and how we can better engage audiences and understand what they want. As a result, we’re hoping to accelerate our work and collaboration across our industry to help guide our audiences through this huge topic and to play our part, collectively, in tackling climate change.
5 KEY POINTS
1. Storytelling can have a profoundly positive impact
TV and Radio programming has a proud history of highlighting issues and sparking conversations across the country. From physical and mental health to civil rights and equality, examples are numerous. To pick out just a few: following Helen Archer’s domestic abuse storyline on Radio 4’s The Archers, there was a 17% increase in calls to refuges; there was a doubling in HIV testing rates following the airing of Channel 4’s It’s a Sin; and of course Blue Planet II led millions to say they would reduce their use of disposable plastics.
When we bring stories to an audience sympathetically and authentically, greater awareness can follow. In the climate space, documentaries and news already do this well. However, the cultural influence of scripted, non-scripted, film, music and gaming content means by engaging all genres, our storytelling could be game-changing in helping audiences understand how they can participate in the transition to net zero.
2. Audiences want this
Numerous studies demonstrate that across differing geographical locations, political persuasions and demographics, the vast majority of audiences want stories which reflect and acknowledge the climate challenge. They seek help in navigating the issues, understanding how it impacts them personally, and holding governments, businesses and organisations to account. They also want positive, motivating stories which inspire and empower them.
3. Story-tellers and commissioners are keen…
The creative community – just like the wider audience – sees climate change as a high priority. They see the untapped potential and tremendous impact their content could have. They also recognise the increasing risk of not doing this – content and stories will likely become less relevant by not reflecting our changing reality.
4. … but need reassurance, direction and support
However, there are barriers to action. Some storytellers and commissioners aren’t aware of the audience demand, whilst others may be overwhelmed by the complexity of the issues, and have a nervousness of referencing them in their output.
5. The industry needs to move faster for impact
Whilst there is some activity and enthusiasm for action, the activity to date doesn’t maximise the potential we have to play our part. Acknowledging the long road to changing representation of diverse communities on screen (and recognising there is still plenty of work still to do), if we want timely action on sustainability we must intervene now to support change in the industry.
OPPORTUNTIES
There is no silver bullet to addressing sustainability on screen and in the sector. Drawing on the industry’s recent experience of accelerating progress in diversity - and previous pan-industry engagement initiatives - we have identified three key areas which media companies and industry bodies could consider for maximum impact.
United messages to the creative community
We need leaders, including the CEOs and Chief Creative Officers, of broadcasters, streamers and studios, to give a clear unified message to all commissioners, storytellers and producers that content which embeds sustainability authentically and appropriately is in demand.
Speed and creativity
To do this at pace, and retain great creativity, the industry should consider: a conversation about the portrayal of sustainability on screen as part of the commissioning process; dedicating resource to development teams and script writers to provide creative and technical advice on how sustainability issues could be authentically represented; and incentivising, celebrating and rewarding impact through competitions and awards. There are examples of good practice already happening – but the impact could be far greater by making these actions industry wide.
Shared insight, toolkits and measurement
To help the creative community maximise its impact we will need to: ensure the industry’s creative effort is rooted in science and fact; make sustainability on-screen effortless to write and develop through training, toolkits and stimulus; and measure the impact of the work to hone future activity. Given the complexity and speed required, a collaborative approach across broadcasters, streamers, studios and production companies would help the whole industry deliver excellent work sooner.
CONCLUSION
Our industry’s super-power is its ability to tell stories. Every day we delight millions of people, informing, educating and entertaining. For our content to connect with audiences it must be authentic and inclusive for all communities. Climate change is now a part of all our lives, and so it must be reflected in programming.
Our content can also inspire. As well as reflecting our audiences’ lives, we also have a responsibility to portray what is possible and enable them to engage in the conversation about a more sustainable future. It is here that content has the potential to have a profound impact.