Empowering Change Through Leadership & Communication

The essence of fostering a sustainable culture is empowering individuals to see and value themselves as active participants in climate action. When you’re just starting out in the industry, feeling like you have a voice can be particularly challenging.

Leadership

Leadership doesn't only come from leaders, or those with official authority. Almost any role can use leadership principles to inspire others, or even working with leaders to help bring about change.

Leadership essentially involves motivating groups of people towards a common goal and relies on core capabilities such as inspiration, positive attitude, competence, decision making and adherence to personal values. Building a culture of sustainability when you’re in a leadership position involves:

Setting sustainability as a priority and supporting your team members so they are set up for success.
Fostering the exchange of tools, information, knowledge and experience.
Creating an environment (and processes to support it) that fosters a culture where people feel comfortable, confident and equipped to make contributions and challenge the status quo.
Demonstrating a commitment with respect to the environment and climate change: walk the talk.
Embedding a culture of ‘duty of care’ towards your team and the communities you work in, serve, and support.
Engage people across your team’s hierarchy and traditional siloes. People want to make a difference and not just follow directives. Done right, you will uncover allies and champions that you never knew you had.
Help people move from ‘have to’ to ‘want to’ by inviting people to be changemakers and appealing to their heads and hearts.

Responding to Criticism

Some content creators avoid talking about sustainability because they don’t want to be held accountable if they can’t achieve a truly green production. Fear of criticism is rationale and real, but ultimately, you can't let it hold you back.

Pro-tip: Go easy on yourself (and others).

It’s important to remember that change doesn’t happen overnight and sustainable decisions are not always straightforward. It’s not a sustainability failure to drive a gasoline vehicle or take a plane. The point is to make sustainability a part of your thinking, to challenge ‘business-as-usual.’ So just go for it! Try new things, develop that sustainability muscle, and be part of creating a new, more sustainable film industry.

Saying no to things is a constant in movie production - and if you’re in a decision making role, you will almost certainly find yourself having to say no to some sustainable ideas. You might even be criticized by unhappy team members who will feel you’re not doing enough. If you receive criticism for not doing enough to green your production, here are some tips:

View negative feedback as an opportunity to be curious and engage with a team member on climate issues. Don’t take it personally!
Listen to concerns and be empathetic and genuine. Most people are passionate about climate change because it’s scary!
Be transparent and honest about your reasons for refusing green-requests.
Assure them of what you are doing, or willing to do, even if you can’t meet their expectations this time around.
If possible, work with them to brainstorm other ideas that can be accomplished and engage them in carrying it out. Turn your critics into sustainabilty allies.

Effective Communication

Effective communication is essential to building a sustainable community of practice and a sustainable film culture. When communicating to your internal teams or external interested parties (audiences, partners, funders, etc), consider these core communication actions and principles:

Two Way Communication

Listening and two-way communication is core to any communication strategy. Create accessible avenues for engagement, contributions and feedback.

Inclusivity

Information should be presented in a way that is inclusive, easy to understand, and not overpowering. Avoid words that make sustainability seem specialized or for a select ‘in-group’. Talk about sustainability in real terms that everyone can understand.

Accessibility

Consider how your audience might prefer to receive information (e.g. in electronic or paper-based formats, or if there are preferences for oral communication, visual aids, etc.)

Shape the Message

Shape the message to the audience: consider the type and tone of the language used. Be respectful of your audience’s cultural, social, educational and economic backgrounds.

Make an Effort

Be creative! Positive engagement requires attention to detail, creativity and a level of effort.

Make it Desirable

Provide relevant and actionable information on your sustainability plans, including expected impacts. Use this to build buy-in so that sustainability becomes something people want, rather than just a box-ticking exercise.

Avoid Greenwashing

Ensure that all information provided is factually accurate. Don’t over-emphasize or promote accomplishments that are not real. This is greenwashing and is the fast-track to eroding trust!

Empowering Change Through Leadership & Communication

Leadership

Responding to Criticism

Effective Communication

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