Sustainability and Sustainable Development
How does sustainable development shape the audiovisual industry? What does sustainability mean in practice and how does it manifest at different levels of society? This article explains the key concepts of sustainability and sustainable development and examines how change is realised from the international level to the daily choices of individuals.
In recent years, sustainability and sustainable development have gained space in the public debate of the audiovisual industry. This is a fundamental transformation for both the industry and the society that changes the way we produce, develop and understand content. According to the growth agreement of the audiovisual industry (more information on Kasvusopimus in Finnish), the goal is for Finland to become the most sustainable country in the world for audiovisual production by 2030, which makes understanding and implementing sustainable choices an essential part of the daily life of everyone in the industry.
The audiovisual industry plays a special role in promoting sustainable development. The impact of the industry can be seen, for example, in the sustainable implementation of productions and the impact of content on the surrounding world. At its best, the industry can serve as a pioneer and inspire change throughout the society.
What is sustainability and sustainable development?
Sustainable development refers to long-term societal change in which the environment, people and the economy are taken into account equally in decision-making. Its aim is to secure good living conditions for both current and future generations. The core of sustainable development is the balanced integration of three basic elements – ecological, social and economic sustainability. These dimensions are closely linked and together form the basis for building future well-being.
The three basic elements of sustainable development
- Ecological sustainability focuses on preserving biodiversity and adapting human activities to what the environment can handle, which in practice means the sustainable use of natural resources and the reduction of emissions and waste.
- Social sustainability aims to safeguard people’s well-being and fair treatment, which is reflected, for example, in the promotion of equality, respect for human rights, and fighting poverty.
- Economic sustainability ensures the continued thriving of the society without increased debt or overuse of natural resources. Economic sustainability is linked to sustainable governance, which means transparent and responsible management, including, for example, compliance with laws and preventing corruption.
Sustainability leads to sustainable development
Sustainability means the practical implementation of the principles of sustainable development. It is a practice by which organisations and individuals take into account the impact of their activities on the environment and the society. Sustainability means concrete ways of striving for sustainable development goals in daily activities, such as environmentally friendly or socially fair practices and transparent financial management.
Together, sustainability and sustainable development form a comprehensive approach that guides our society towards a more sustainable future. This is a continuous development process in which actions are systematically evaluated and developed.
Sustainable development is illustrated by the doughnut model developed by Kate Raworth, which describes the sustainable state of a society. In the model, the outer edge of the “doughnut” represents planetary boundaries that should not be exceeded (such as climate change or biodiversity loss). The inner edge, on the other hand, defines the social foundation that should be secured for all people (such as clean water, food, health, and education). Sustainable activities are located in the space between these boundaries where society does not exceed the planet’s boundaries or fall below the minimum social requirements.
In practice, the boundaries and objectives described by the doughnut model are monitored using a variety of indicators and standards. At the global level, the UN Sustainable Development Indicators monitor progress made by countries, while organisations use, for example, the Global Reporting Initiative (GRI) or the International Standardization Organization (ISO) to assess the sustainability of their operations. These tools help translate the principles of the doughnut model into measurable objectives and actions.
Measuring sustainable development
In the audiovisual industry, sustainable development can be measured using various tools. For example, the albert carbon calculator or the Green Producers Tool can be used to measure the environmental impact of productions. In addition, social sustainability monitoring is carried out by, for example, assessing diversity data collected by Metropolia, funding providers and other actors in the field.
Creating a sustainable future
The promotion of sustainable development takes place at three levels. The macro level involves the creation of international and national policies and legislation. At the meso level, organisations and communities transform these goals into operating models and practices. At the micro level, individuals implement change in their daily work and choices.
International and national level
International agreements, programmes and commitments guide global sustainable development work. A key example of such work is the UN Agenda2030, which contains 17 Sustainable Development Goals (SDGs) to achieve environmental, social and economic sustainability. These and, for example, EU regulations are then turned into national action plans and legislation. In Finland, this work is carried out, for example, through the Climate Act, the Action Plan for Gender Equality, the Education Policy Report, and the Sustainable Growth Programme. In addition, the EU’s Corporate Sustainability Reporting Directive (CSRD) is implemented nationally through the Accounting Act and the Auditing Act. This level creates the framework and obligations according to which different actors in society will steer their activities towards a more sustainable foundation.
Organisation and community level
Organisations turn macro level objectives into practical action. The audiovisual industry is a concrete example; the Growth Agreement for the audiovisual industry sets a common goal for Finland to become the most sustainable country in the world for audiovisual production by 2030. This work is coordinated by key actors in the industry under the leadership of the Ministry of Economic Affairs and Employment. For example, the Finnish Film Foundation is developing the Nordic sustainability standard, Business Finland includes sustainability requirements in its funding calls, and APFI’s projects develop sustainable operating models for the industry.
Individual level
Sustainable change is ultimately realised in the daily choices of individuals. Producers, directors, screenwriters and other industry professionals constantly make choices that affect the ecological and social footprint of their productions. Individuals’ commitment to sustainable practices is an important part of this change, which is strengthened when it is rooted in both personal choices and structural practices.
These three levels of activity – the international and national level, the organisation and community level, and the individual level – are in constant interaction: macro level policies guide the activities, but at the same time, changes at the micro level may create new practices and influence future policies. This interaction is what enables real and sustainable societal change.
Towards a more sustainable audiovisual industry
The audiovisual industry is undergoing a fundamental change. Sustainability is no longer an optional operating method but an essential part of the activities and development of the industry. The special position of the audiovisual industry as both a content producer and a significant employer gives it an important role in the development of a more sustainable society.
The road to a more sustainable audiovisual industry requires both concrete actions and a change in strategic thinking. Success requires systematic work at all levels: from international and national policies to the operating models of organisations in the industry and further to the daily choices of each professional. Finland’s opportunity to become a pioneer in sustainable audiovisual production is strengthened as those in the industry adopt this transformation and develop it further.
At least remember these
- Sustainable development involves long-term change that takes the environment, people and the economy into account in a comprehensive manner.
- Sustainability means the practical implementation of the principles of sustainable development.
- The change takes place at three levels: international and national steering, organisations, and individuals.
- The audiovisual industry plays a special role in promoting change through both productions and content.
Lähteet
Eettinen taide ry. (Accessed 4 Feb 2025). Ethical guidelines for the art and culture sector.
Ministry of the Environment. (Accessed 4 Feb 2025). Mitä on kestävä kehitys?
Finnish National Commission on Sustainable Development. (Accessed 4 Feb 2025). What is Sustainable Development?
UN Association of Finland (Accessed 4 Feb 2025). Kestävä kehitys.
Confederation of Finnish Industries EK. (Accessed 4 Feb 2025). Vastuullisuus.
Sitra. (Accessed 4 Feb 2025). Vastuullisuuden tulevaisuus.
Audiovisual Producers Finland – APFI ry. (Accessed 4 Feb 2025). Sustainable industry.