» Small cues in media can help normalise sustainable behaviour: while these decisions might seem minor, they reflect a wider cultural shift «
knowledge – and that peer-to-peer understanding means it’s not just about handing down orders; it’s a collaborative process. “We’re not there to impose sustainability,” says Smith. “HODs often know what needs to be done – but haven’t had the time or budget to implement it. We help them unlock that.” This could be anything from swapping a diesel car for an electric, having the characters drink from reusable bottles and cups or even switching the stoves in a cookery show from gas to induction hobs. “There’s also been a lot of recent research about the passive inhalation of particulate matter and nitrous oxide from gas in our homes. That
means there are health concerns surrounding gas in homes, as well as sustainability ones,” Smith adds. These small cues in media can help normalise sustainable behaviour. “You don’t have to talk about it. Just cooking on an induction hob sends a message to audiences that this is a normal thing to do.” While these decisions might seem minor, they reflect a wider cultural shift.
“For a long time, those who cared about the planet were stereotyped as being freaky and hippie. But the reality is that more people are now making different lifestyle choices because more of them now care.” Taking on travel Travel consistently proves one of the most environmentally troublesome factors of production – it typically accounts for 50-70% of a drama or feature film’s carbon footprint. Taxes are a common reason for this. “Something I see happening a lot is productions choosing to film internationally due to tax incentives. Unfortunately, the countries they choose to go to often don’t have any sustainable infrastructure in place – and so we’ve essentially incentivised a production to go somewhere less sustainable to film in.” A fundamental part of Picture Zero’s mission is to better this. “We always encourage as much use of public transport as possible,” Smith expands. “In the UK, for example, Albert has a no domestic flying policy. We do a lot of work down in Wales, and most of those production companies ask the cast to travel via train, rather than sending unit vehicles to London.” For vehicle fleets, the aim is to encourage electric and plug-in hybrid vehicles; and if those aren’t available, then at least switching from diesel to HVO (a low-emission fuel alternative). “It’s important for us to see HVO as a temporary transition fuel and not get addicted to it,” says Smith. “The BBC have investigated HVO, and there are concerns that palm oil is getting into the supply chain.” As part of its consultancy offering, Picture Zero can concoct a travel
HYDRO IS THE WAY Sustainability manager Maya Wallis (left) next to a hydrogen power unit in Yorkshire
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