Sustainability On‑screen

Climate change is the greatest challenge of our time, affecting both people’s lives and the future of the entire planet. The crisis is not only a scientific or political issue but also a deeply human and cultural one. Sustainable transition requires diverse ways of communicating the scale and significance of the challenge.  

The audiovisual (AV) industry has, if it chooses, a unique opportunity and responsibility: films and TV programs do not merely entertain—they also shape attitudes and beliefs. While it remains important to offer escapism to the audience and creative freedom to creators, the industry holds the power to inspire change beyond itself. By weaving the climate crisis into storytelling, awareness can be raised, and through the popularisation of science, climate challenges can be made more understandable and relatable in ways that pure facts alone may not achieve.  

In the era of climate crisis, the question is: what stories do films and TV already tell—and what kinds of eco-content do viewers prefer? 

Climate change is the greatest challenge of our time, and stories have the power to change the world. The audiovisual sector not only entertains but also shapes attitudes and inspires change. 

In this article, “eco-content” (or ”sustainable content”) refers to references in films and TV shows that address climate change and/or sustainable lifestyles directly or indirectly. 

Sustainability here refers to ecological sustainability that enables a livable planet for future generations. This includes careful use of natural resources, minimal environmental impact, and protecting biodiversity. Unsustainability is the opposite of this.  

References in content can be explicit, where sustainability themes are addressed or commented on directly—either as the main topic or in passing. For example: a storyline is about climate change, a main character is an environmental psychologist, or a lifestyle show has an episode focusing on food waste. 

Implicit references, on the other hand, integrate environmental and sustainability themes more subtly, without placing them at the centre or commenting on them. For example: characters are shown cycling, or wind turbines are visible in the background.

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The ecological aspects of the film and television industry began to receive international attention in the 1980s with the founding of the Environmental Media Association (EMA), a pioneering U.S. organisation.

For a long time, the focus was largely on production practices in many countries, but in the recent years the influence of “eco-content” on audiences has also been acknowledged. Over time, the ecological dimension of content itself has been studied and developed more systematically, with growing guidance offered to the industry. Internationally, organisations such as Good Energy (U.S.), BAFTA albert (UK), and the BBC have mapped eco-content in films and TV, while also actively creating ecological tools and processes for the sector.

APFI, the association for Finnish content producers in the film and TV industry, has played a key role in promoting sustainability in the industry in Finland since 2021. This has included compiling statistics, sharing insights, and offering training while staying attuned to international trends. In terms of environmental sustainability, the work has mainly focused on the production processes, or “behind the camera”, but the recent two studies (2025) expand the development to also cover content.

Some of the most significant research and studies related to eco-content available in English.

albert (UK)

The Impact of Climate Content, 2023

Subtitles to Save the World, 2021

APFI ry (Suomi)

Part 1: Sustainability on-screen, 2025

Part 2: Audience insights and impactfulness, 2025

BBC (UK)

BBC Sustainability Tracker, 2024

Engaging Audiences with Sustainability

Good Energy (US)

250 Report (The Climate Reality Check), 2024

A Glaring Absence, 2022

Muut

UCLA (US): Analyzing On-screen Sustainable Behavior and Message Placement, 2019 

USC Norman Lear Center Media Impact Project (US): Climate Unscripted: The Reality of Climate Change and Sustainable Solutions in Unscripted TV, 2024

Showreels present moments demonstrating how eco-content can be showcased in different genres.

APFI (FI): Sustainability on-screen in Finland 2025

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albert (UK): Climate Content Showreel, 2024

Netflix (US): Sustainability on the Slate, 2023

RARE (US): Climate Clips Archive

Sustainable Entertainment Alliance (WW): Climate on Screen, 2024