
Kristina Londakova
Principal Advisor
In recent years, powerful documentaries – such as Blue Planet, Seaspiracy, Plastic Nile, and even Jeremy Clarkson’s Farm have highlighted environmental issues. As world leaders pack their bags to meet in Glasgow for the COP26 Climate summit, we wonder, could content like this help us achieve Net Zero?
Mass media, such as television, can play a pivotal role in encouraging consumers to decarbonise. The majority of future emissions reductions – 63% – will need to come from changes in how we travel, how we power and heat our homes, what we eat, and what we buy. It seems only logical that broadcasters should use their unique platform to improve viewer knowledge, challenge their attitudes, and inspire them to take action against climate change.
The size of the prize is enormous. An estimated 4.3 billion people watch TV content on different devices for an average of 2h 54 minutes a day, across the world. Television can educate, entertain and inspire viewers of the world – and even encourage them to change how they behave. Our latest research, in collaboration with Sky found that:
Behaviour change via broadcasting and traditional media has historically been aimed at improving public health, boosting gender equality, and reducing violence. Imagine the potential for emissions reductions if the same methods were used to encourage sustainable behaviours!
If just 10% of television viewers changed their behaviour to, for example, prevent food waste, avoid taking lengthy flights, switch to a plant-based diet or use an electric vehicle we could prevent 1.16 BILLION tonnes of CO2 emissions entering the atmosphere per year.
The question must be not if, but how best to use this tool of persuasion for maximum good.
In our latest report, we provide new data on viewers’ attitudes towards green behaviours (a survey of 3,604 people across six countries in which Sky TV operates) and nudging. We go on to outline 10 recommendations for broadcasters on how they can use their content to encourage sustainability.
Good evidence of medium to high impact
Emerging evidence of medium to high impact
Good evidence of small impact
Evidence of negative impact
This research was commissioned by Sky, who are Media Partner and Principal Partner of COP26
Principal Advisor
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