Sustainable Production

Content in a Brave New World

With the explosion of touchpoints, brands really need to stand out. Dealing with this complexity is already a challenge, but it is also vital to think about sustainability and the future of our planet when producing content. Alexander Nagel, Creative Managing Partner at our creative production agency Serviceplan Make, explains what is important when it comes to green production in our brave new world.

1.       Create sustainable benchmarks as production guidelines

We need to think holistically about the client’s needs now and for the future. This means coming up with ideas that will work across different channels, such as TV, online, print, digital, social, mobile or OOH. Companies need to have tailored, sustainable processes for each production and project and need to monitor these with measurable benchmarks like CO₂ calculators and carbon emission reports. This not only minimises the environmental impact, but also provides a competitive advantage by avoiding any suspicion of greenwashing.

2.       Transform your company by following the Corporate Sustainability Reporting Directive (CSRD)

The European Union's regulatory framework not only guides but transforms the way the advertising industry creates and delivers content. It does so by providing transparent information about sustainability practices. It facilitates a broader integration of sustainability into business strategies and into potentially unlocking financial rewards. Therefore, we want to enable our clients to establish measurable processes to integrate easily into their CSRD Reporting.

3.       Act environmentally conscious in the pre-production phase 

The goal of pre-production is to combine sustainability with craft and creative expectations. In this phase, the priority is to rethink and restructure production processes with all partners. In numerous preproduction meetings all partners and creative departments are included to sustainably optimize e.g. transport, material supplies, supply chains, the use of e energy, production schedule, communication, and waste management (whilst still focusing on the original creative idea).

4.       Implement eco-strategies in production

Production needs to focus on more than just energy conservation and waste management: By implementing eco-strategies such as remote attendance for overseas shoots, prioritising eco-friendly transport options and exploring visual effects alternatives to reduce the impact of shipping. Particularly when it comes to remote attendance, it is vital that all producers are certified consultants to demonstrate a commitment to authentic and effective sustainability. An analysis of CO₂ emissions should be carried out in order to formulate long-term strategies to further minimise emissions and achieve green production.

5.       Use renewable energy for the post production phase

The use of renewable energy for all workstations and storage solutions should be a priority. The focus is not just on adhering to but seamlessly integrating green practices throughout the production journey and establishing a robust foundation for sustainable operations. Every phase of the production process should actively contribute to a sustainable future. The aim is not only to create, but also to preserve. To ensure that the company's future projects are as environmentally friendly as they are effective.

Author: Alexander Nagel, Creative Managing Partner at Serviceplan Make