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Media – Climate Reporting
Finde out how Media can be a powerful driver of sustainability and SDG progress – Insights from the WEF and Accedo.
How the media can be a meaningful stakeholder in the quest to meet the SDGs from the WEF
The World Economic Forum highlights the crucial role of media in achieving the Sustainable Development Goals (SDGs).
By playing an active role in the sustainability conversation, the media becomes a powerful ally in the fight for a healthier planet and a more just society.
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Here’s how
Media outlets can drive awareness, inspire action, and promote meaningful change
1. Raise Public Awareness: Media can educate the public on the urgency of climate change and the SDGs by providing consistent, quality coverage of global challenges and solutions. Outlets like Japan’s The Asahi Shimbun offer in-depth reporting on issues such as waste reduction and energy use.
2. Promote Climate Education: Initiatives like workshops and forums help engage students and citizens, encouraging them to think about sustainability in their everyday lives. This builds a more informed and proactive society.
3. Support Expert Dialogue: Media can bridge the gap between experts, policymakers, and the public by hosting discussions, symposiums, and interviews with thought leaders in sustainability, such as Johan Rockström and Jeffrey Sachs.
4. Lead by Example: Media organizations can adopt internal practices that align with sustainability, such as responsible reporting guidelines and participation in initiatives like the SDG Media Compact.
5. Sustain Consistent Coverage: Unlike media in some regions, Japanese outlets provide continuous SDG-related coverage, not just during major events. This keeps critical issues in the spotlight and fosters a culture of accountability and action.
The Role of Media in Driving Sustainability from Accedo
Accedo highlights how media and streaming companies can drive sustainability and empower viewers to take action.
Together, media companies and audiences can drive meaningful change toward a greener future.
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Here’s how
Media can lead the way
1. Leverage Advertising for Good: Media companies can promote sustainable products and services through responsible advertising. Highlighting eco-friendly options encourages consumers to make greener choices. Example: Patagonia’sFootprint Chronicles shows transparency in their supply chain, helping customers make informed decisions.
2. Tell Empowering Stories: Positive storytelling inspires viewers to adopt sustainable practices. Relatable, solution-focused narratives avoid fear-mongering and promote achievable, everyday actions.
3. Adopt Sustainable Production Practices: Media companies can reduce their own environmental impact by conserving energy, minimizing waste, and promoting green initiatives. Example: ITV’s Emmerdale uses LED lighting, solar panels, and eco-friendly transport during production.
4. Close Coverage Gaps: While topics like waste get attention, critical issues such as energy and transport need more focus. Balanced reporting helps audiences understand the full scope of sustainability challenges.
5. Engage Viewers in Sustainability: Consumers want media companies to prioritize sustainability. In Accedo’s research, 29% of global video service users value platforms that reduce carbon emissions. Younger viewers, especially those aged 18-24, place high importance on this issue.
6. Embrace Industry Initiatives: Projects like ECOFLOW help the streaming industry measure and reduce energy consumption. By adopting unified standards and sharing best practices, media companies can minimize their carbon footprint and empower consumers to support sustainable streaming.
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