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04 November 2021
Sky sees climate change nudge role for broadcasters
SustainabilityEnvironmental & social issuesTV channels, services, programmes
Broadcasters have an important role to play in addressing climate change – not just in reducing their own carbon footprint but in driving necessary behaviour change in viewers, a senior Sky executive believes.
Why it matters
Delivering on a national collective net-zero goal requires a widespread shift in behaviour from millions of people. As creative storytellers who reach millions, broadcasters can help nudge society to make changes, encouraging people to adapt and select less carbon intensive behaviours via the content put on screen, Sky’s Debbie Klein told the Ad Net Zero global summit.
Sky’s behavioural insights team has found:
Three out of four people actively support broadcasters taking action to encourage change by putting sustainability issues into storylines and content.
Many people don’t know what they should do when it comes to sustainability: given 19 sustainable actions, only 16% knew what they needed to do and how they should do it.
Just two in ten people said they knew how to recycle or save energy in the home.
The big idea
“People don’t want to be lectured to, they don’t want scare-mongering – they want normal familiar storytelling” – Debbie Klein, group chief marketing, corporate affairs & people officer at Sky.