Building a Green Culture

The motion picture industry needs people who are willing to shake things up and reject the old unsustainable ways of doing things. Content creators can pave the way for an industry that benefits people and the planet.

Building a new era of sustainable filmmaking won’t be easy. You will be challenged by limited resources, resistance to change from established industry professionals, and pressure to conform to traditional filmmaking practices that prioritize speed and efficiency over sustainability.

Think of sustainability like an exercise routine. You don’t expect to build muscles overnight - it takes persistence, consistency, passion and practice. Sustainability is the same way. It’s ok to start small. Small steps add up to big results over time, and before you know it, using your sustainability muscle will become second nature.

Say No to Business-as-Usual

The entertainment production industry tends towards a “more-is-better” culture, both on and off screen. There are some legitimate reasons for this: no one wants to be the one caught unprepared, and creatives want to have as many tools as they can have at their disposal to tell a great story. While this make sense, the unintended consequence is a culture of over-preparedness. This maximalist approach is inherently opposed to sustainability, which emphasizes intentional and precise consumption.

Here are some of the ways the maximalist film culture can be manifested:

Over-ordering catering or craft service to always have multiple food options on hand, resulting in more food waste than necessary.
Over-preparedness and over-ordering equipment rentals with multiple gear options that may or may not be needed, so that the crew can respond to sudden pivots and new visions.
Over-powering through renting and fueling overly large generators on set, even if the actual power needs are a fraction of the generator capacity.
Inefficient use of energy, water, and materials and a lack time and attention to energy efficiency, waste and recycling practices, and generally not doing as much as we could to reduce our environmental impact or consumption.
The Time-is-money approach and squeezed production schedules prioritize speed over sustainability, leaving crews little time to innovate, research other options, or execute greener options.

As an independent filmmaker, with lower budgets and fewer resources, the ethos of “more-is-better” is rarely an option. Indie filmmakers by definition have to be thrifty, cautious, and are always asking ‘do we need this?’. This mindset, coupled with curiosity and consideration for your impact, is your superpower when it comes to sustainability - your Sustainability Advantage.

Shifting the Culture

A culture is, put simply, ‘the way we do things around here.’ Creating a culture of sustainability is about cultivating a team that embodies the mindset that sustainability is something people want to do, rather than just box ticking to satisfy external requirements.

Filmmaking is often called a team sport, and like all team sports, collaboration and teamwork are essential to the success of the finished product.

On low budget films and documentaries, most - if not all - of the people working on the film are there because they care about the project, the filmmakers, the issue, or maybe they want to be there for another reason, such as professional development, skills or school credit.

Whether you’re at the top of the hierarchy, or a volunteer on set, the culture shift needs to come from all levels.
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Creating a Sustainable Culture Shift

Use Your Voice! - Don’t keep sustainable ideas to yourself! Don’t be afraid to speak up if you see that something can be done better. Every time you mention a new sustainable idea, you plant a seed that is taking root for later and standing up for your values.
Emphasize the benefits - Everyone knows sustainability is something we need to do, they just might not have the time or focus to do it. Emphasize how your ideas and suggestions can help them reach their own goals or do their jobs better.
Gain commitment - Getting people to commit to things is powerful. Commitments should be voluntary, spoken out loud or written down, and actionable. There are many ways to encourage commitment, through confirming the take aways (“So, can we recap our next steps?”) and being specific (“What date should we regroup to review the green options?”)
Follow up - This is a secret behaviour change power tool. People are counting on you to forget what they agreed to, especially if it feels new or hard. Politely follow up and keep sustainability on the list, even when other things get busy.
Create the Bandwagon - People are more likely to change when it seems like others are doing it too. Most people don’t want to be first, but no one wants to be last. Point out progress and those who are doing it - build your bandwagon and make it easy for others to join in.
Meet people where they are - Don’t assume that others share your priorities or know what you know. Ask questions, genuinely listen, and tailor your requests to what they can realistically accomplish.
Head + Heart - Many people (especially early adopter types!) love to be inspired by the “why” Tap into people’s intrinsic motivations - big picture stuff like leaving a better world for their kids, protecting their own health and wellbeing, and so on. If you can give greater meaning to your efforts, extraordinary results are possible.

Building a Green Culture

Say No to Business-as-Usual

Shifting the Culture

Creating a Sustainable Culture Shift

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