Sex in the City reboot “And Just Like That” starring Sarah Jessica Parker, Cynthia Nixon, Kristin Davis. Source IMDb
How TV Shows Are Nudging Viewers to Take Climate Action
And How Your Organisation Can Join In
In the world of TV entertainment, a single scene can change minds — sometimes, even a 15-second dialogue can shift perspectives on climate change. That’s the takeaway from a recent study examining how a brief moment in HBO’s “And Just Like That…” nudged viewers toward eating less meat, a behaviour that can have positive environmental impacts.
In this reboot of Sex and the City, a character switches from ordering steak to a plant-based protein at a fast-food counter, without any preaching or environmental moralizing. Yet, this subtle scene led viewers to be more likely to consider plant-based choices healthier and better for the environment.
It’s no surprise that TV shows can inspire behavior change. TV has long shaped public opinion, and the latest research proves entertainment can play a vital role in addressing the climate crisis.
Why TV Shows Are Key to Climate Action
For Associations, Not-for-Profits, Charities, and NGOs, this presents a powerful opportunity. TV shows, especially when they integrate climate-friendly messaging into the stories we love, help normalize sustainable behavior. According to research from USC’s Norman Lear Center, shows like home improvement series, wildlife docuseries, and even cooking shows are already doing this. Mentions of keywords like “solar,” “vegan,” and “insulation” are woven into these shows, reaching diverse, politically broad audiences.
This matters because mainstream TV can connect with viewers who don’t typically watch environmental content. In fact, reality TV and other unscripted shows, often popular with more conservative audiences, are natural places for climate messages to land.
Dana Weinstein, a project specialist at the Norman Lear Center, summed it up perfectly: “If we keep showing sustainable behavior on TV, it keeps building the societal pressure and cultural shift.”
Renovate or Rebuild created by Blue Tribe Media uses reality TV to educate viewers about sustainable homes.
Real Impact, Measurable Results
Let’s return to the Sex and the City moment. According to researchers, showing this plant-based choice subtly — without a big environmental speech — was key. People don’t like being preached to. However, when they see a beloved character take a small step, it plants the idea that they can do it too. After viewing the scene, survey participants were more likely to support eating less meat — not just because it’s better for health, but because it’s the right thing for the planet.
This isn’t an isolated case. In another example, CBS’s “Madam Secretary” aired an episode called “The New Normal,” which depicted the devastating effects of climate change on a Pacific island nation. After watching, viewers were not only more worried about climate change but were also more supportive of government action and personal steps to combat it.
In our Renovate or Rebuild TV show on the Nine Network, CSIRO research into the impact of the show demonstrated that we increased a viewers desire for a more energy efficient home from 23% for non-viewers to 39% for the 8 million+ viewers that have watched the show. That’s an additional 1.2million viewers who now desire a more energy efficient home!
“The motive doesn’t matter if it’s encouraging [people] to engage in these more sustainable behaviours. Whether they’re doing that for climate or not is irrelevant.”
Erica Rosenthal, the Norman Lear Center
How Your Organisation Can Create TV Shows with Impact
Here’s where your organisation comes in. Associations, Not-for-Profits, and NGOs have a chance to tap into this power of storytelling. By partnering with creators, you can bring your message to TV screens — whether in scripted dramas, reality TV, or lifestyle shows.
The key is subtlety. Instead of a direct lecture, viewers are moved by relatable stories, familiar characters, and everyday moments. These are the shows that can shift mindsets and motivate action — and we already know that audiences are more receptive than ever.
So, why not create a TV show that features your cause? Think about a cooking show that highlights sustainable food choices, or a home renovation series that showcases eco-friendly solutions. These formats allow you to reach people on their terms, through characters they already trust and stories they’re already invested in.
TV has the potential to inspire change on a massive scale, and your organisation can be part of that movement. Together, we can move beyond just raising awareness and start influencing real action.
At Blue Tribe Media, we specialise in helping associations, charities, and NGOs create TV shows that drive social and environmental impact. Now is the time to harness the power of TV for good. Because as we’ve seen, a single TV moment can start the ripple effect of change — and with the world at stake, we need as many ripples as possible.
Ready to create your own mission driven TV show? Let’s talk!
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