Media's Role in Promoting Sustainability: Insights from CME's Head of Social Purpose

The Media's Influence on Sustainability Messaging

In today's world, the media plays a crucial role in shaping public opinion and understanding of complex issues, including sustainability and climate change. As we delve into this topic, we'll examine insights from Hana Dei, the head of social purpose and sustainability at Central European Media Enterprises (CME), a major media company with a reach of nearly 50 million people across six markets in Central and Eastern Europe.

The Media's Approach to Sustainability

Hana Dei emphasizes that the media's primary goal isn't to change mindsets directly. Instead, their focus is on:

1. Providing entertainment
2. Covering world events responsibly
3. Making complex topics accessible to the public

The media's strength lies in translating complex issues, such as climate change and sustainability, into language that the general public can understand. This involves taking intricate topics and narrating them in a way that resonates with viewers.

CME's Two-Pronged Approach to Sustainability

CME, as a large media company, approaches sustainability from two angles:

1. Internal Operations

Like any other company, CME focuses on making its own operations more sustainable. This includes:

• Examining how shows and series are produced
• Implementing sustainable practices in day-to-day operations
• Working towards reducing emissions to achieve Net Zero

2. Content Output

CME treats sustainability and climate change like any other important topic. There's no specific prescription for covering these issues, but journalists recognize their significance and naturally increase coverage as the topics grow in importance.

Practical Strategies for Promoting Sustainability

Hana Dei shared several practical examples of how CME implements sustainability measures and communicates them effectively:

Meatless Days Initiative

When CME tried to introduce meatless days on set, they faced resistance. They learned that forcing change can be counterproductive. Instead, they now focus on providing more vegetarian options while still giving people choices.

Language and Framing

Research has shown that the way sustainability initiatives are framed can significantly impact their reception:

• People respond more positively to "progress" than "change"
• Specific environmental protection measures are more popular than broad concepts like the "Green Deal"
• Avoiding confrontational language (e.g., "war on cars") and focusing on providing choices

Sustainable Production Practices

CME has implemented several measures to make their production processes more sustainable:

1. Joining the BAA Albert platform, which sets international standards for sustainable film and entertainment production
2. Creating production guidelines for sustainable practices on set
3. Focusing on energy consumption, material reuse, and transportation

Specific examples include:

• Encouraging crews to use grid power instead of diesel generators when possible
• Reusing materials and costumes across different productions
• Repurposing props creatively (e.g., turning a table into a mat)

Challenges in Communicating Sustainability

Hana Dei highlighted several challenges in effectively communicating sustainability issues:

Avoiding Greenwashing

Media companies must be vigilant to avoid promoting false or misleading environmental claims. This involves:

• Verifying sources and conducting due diligence
• Presenting opposing viewpoints
• Organizing internal workshops on recognizing and avoiding greenwashing

Responsibility for Advertiser Claims

There's ongoing debate about media companies' responsibility for the environmental claims made in advertisements they air. This is an area that requires further industry discussion and potential regulation.

Generational Differences

Hana Dei noted that sustainability attitudes often vary more between generations than between different markets. Younger generations tend to be more enthusiastic about sustainability initiatives, while older employees may be more resistant to changing long-standing practices.

The Impact of Sustainability on Media Companies

Sustainability is becoming increasingly important for media companies like CME for several reasons:

1. Attracting talent: Young job seekers often inquire about a company's values and sustainability strategies during interviews
2. Meeting audience demands: Younger viewers expect media companies to reflect their concerns about sustainability
3. Staying competitive: Companies that prioritize sustainability are better positioned for long-term success

Strategies for Effective Sustainability Communication

Based on the insights from Hana Dei, here are some key strategies for media companies to effectively communicate sustainability issues:

1. Make Complex Topics Accessible

Break down complicated sustainability concepts into easily understandable language and narratives that resonate with the general public.

2. Focus on Progress, Not Change

Frame sustainability initiatives in terms of progress and improvement rather than drastic change, which can be off-putting to some audiences.

3. Provide Choices, Not Mandates

Instead of forcing sustainable behaviors, offer a range of options that include more sustainable choices. This empowers individuals to make their own decisions.

4. Use Specific, Relatable Examples

Focus on concrete environmental protection measures rather than broad, abstract concepts. This makes the issues more tangible and relevant to people's lives.

5. Tailor Messages to Different Generations

Recognize that different age groups may have varying attitudes towards sustainability. Adapt communication strategies accordingly.

6. Lead by Example

Implement sustainable practices within your own organization. This lends credibility to your messaging and demonstrates commitment to the cause.

7. Encourage Dialogue

Create opportunities for discussion and debate around sustainability issues, presenting multiple viewpoints and encouraging critical thinking.

8. Highlight the Economic Benefits

When possible, emphasize how sustainable practices can also be economically beneficial, such as reducing production costs through material reuse.

9. Invest in Education

Provide training and resources for journalists, creators, and other staff to better understand and communicate sustainability issues.

10. Collaborate with Experts

Partner with sustainability experts, researchers, and organizations to ensure accurate and up-to-date information in your content.

The Future of Sustainability in Media

As sustainability becomes an increasingly critical issue, media companies will play a vital role in shaping public understanding and driving action. Here are some potential developments we may see in the coming years:

1. Increased Integration of Sustainability Themes

Sustainability topics may become more seamlessly integrated into various forms of content, from news coverage to entertainment programming.

2. Innovation in Sustainable Production

Media companies will likely continue to develop new technologies and practices to reduce the environmental impact of content production.

3. Greater Transparency

Audiences may demand more transparency from media companies regarding their own sustainability efforts and the claims made by advertisers.

4. Specialized Sustainability Content

We may see the rise of dedicated sustainability channels, programs, or platforms catering to growing audience interest in these topics.

5. Collaboration Across Industries

Media companies may increasingly partner with businesses, NGOs, and governments to create and promote sustainability initiatives.

6. Enhanced Metrics and Reporting

More sophisticated tools and methodologies may be developed to measure and report on the impact of sustainability communications.

7. Regulatory Changes

New regulations regarding sustainability claims in media and advertising may emerge, requiring companies to adapt their practices.

8. Global Perspective

As climate change is a global issue, media companies may focus more on presenting international perspectives and solutions.

9. Interactive and Participatory Content

Media companies may develop more interactive content that allows audiences to engage directly with sustainability issues and solutions.

10. AI and Data-Driven Sustainability Communication

Advanced technologies may be employed to personalize sustainability messaging and measure its effectiveness more accurately.

Conclusion

The media's role in promoting sustainability is multifaceted and evolving. As exemplified by CME's approach, it involves not only producing content about sustainability but also implementing sustainable practices within their own operations. Effective communication on these issues requires careful consideration of language, framing, and audience perspectives.

By making complex topics accessible, providing choices rather than mandates, and leading by example, media companies can play a crucial role in advancing the sustainability agenda. As younger generations increasingly prioritize these issues, media organizations that effectively address sustainability will be better positioned to attract talent, engage audiences, and contribute to positive environmental change.

The challenges are significant, from avoiding greenwashing to navigating generational differences in attitudes. However, by adopting thoughtful strategies and remaining adaptable, media companies can fulfill their responsibility to inform, entertain, and inspire action on one of the most pressing issues of our time.

As we look to the future, the integration of sustainability into media operations and content will likely become even more pronounced. This evolution presents both challenges and opportunities for media companies to lead the way in promoting a more sustainable world.

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