How Impact Production and Behavioural Science are Shaping the Future of Climate Storytelling
In an era where climate change demands urgent action, storytelling has taken on a new role: sparking behavioural shifts toward sustainability.
While climate documentaries engage a select audience, a new approach called impact production uses entertainment to embed climate messages in content people already enjoy, such as TV shows, movies, and social media.
By weaving climate narratives into mainstream culture, impact production allows these messages to reach wide audiences, normalizing sustainable behaviors and shifting social norms at scale.
What is Impact Production?
Impact production is an innovative field that merges behavioural science with media to deliver climate and environmental messages to large audiences.
Rather than relying on overt educational content, it embeds climate-positive actions into everyday scenes, allowing audiences to absorb these behaviours as part of a story.
The impact? Viewers are more likely to accept and adopt these behaviours in their own lives, leading to real-world change.
Behavioural scientists like CSIRO’s Danie Nilsson are pioneering this approach by collaborating with media creators to design and evaluate content that promotes sustainable choices. Her work highlights that embedding climate messages in relatable scenes, such as characters casually adopting sustainable practices, can normalize these actions and make them more appealing to viewers.
Social scientist Danie Nilsson (pictured with senior experimental scientist Michael Ambrose) is working to embed climate narratives in entertainment to enable behavioural change. Source – CSIRO
The Science Behind Subtle Climate Messaging
Behavioural science shows that we’re deeply influenced by the behaviours of people we respect and relate to. When sustainable actions are modeled by well-liked characters, they’re perceived as socially acceptable and even desirable. Imagine a reality TV contestant installing rooftop solar and casually mentioning, “Everyone’s doing it.” This is a powerful example of social proof, a behavioural science strategy that reinforces the idea that sustainable practices are popular and widely accepted.
For instance, on the popular Australian show Renovate or Rebuild, reality TV stars model energy-efficient choices, showing audiences how achievable and beneficial these decisions can be. This kind of “social modeling” makes sustainable practices seem not just necessary but appealing.
Jimmy and Tam discussing Bondor insulated wall panels to help make homes more energy efficienct on the award winning Renovate or Rebuild TV Show
Popular Culture: A Key Ally in Climate Change
What makes impact production so effective is its ability to seamlessly incorporate climate messages into entertainment.
This isn’t about creating special content for sustainability; it’s about embedding sustainable behaviors in the shows people already love. From reusable coffee cups in scenes to hybrid vehicles and rooftop solar installations, climate-friendly choices become part of the storyline, subtly encouraging audiences to adopt them.
As Danie Nilsson points out, “Climate documentaries will appeal to a small audience. But social science research suggests it can be more effective to normalize and embed climate messaging into popular culture.” For those who work in environmental advocacy, this represents a unique and powerful opportunity to reach audiences that traditional climate messaging may not reach.
Evaluating the Impact of Climate Storytelling
The impact of these embedded narratives is carefully measured to ensure they truly drive change. In one example, researchers observed a significant increase in demand for sustainable home features after viewers watched climate-positive messages in a reality TV series. This approach of continuous evaluation helps fine-tune content, ensuring each project drives meaningful impact.
Looking Ahead: The Future of Climate Storytelling
With product placement projected to reach $41.5 billion globally by 2026, imagine if sustainability messaging became as ubiquitous as brand endorsements. From solar-powered homes to characters discussing environmental values, climate storytelling could redefine norms at a societal level.
At Blue Tribe Media, we’re excited to contribute to this movement through purpose-driven shows like Renovate or Rebuild. Impact production is gaining momentum globally, and we’re committed to working with scientists, producers, and creatives to make sustainability a core part of popular culture.
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