What is the EMA Green Seal and How is it Helping Hollywood go Green?
As sustainability grows across industries, so do the specialties and certifications. Many may be aware of well-known holistic reporting frameworks, such as Global Reporting Initiative (GRI), Carbon Disclosure Project (CDP), and Sustainability Accounting Standards Board (SASB), among others. These continue to guide many organizations regarding sustainability disclosure and accountability. However, when looking at industries specifically, not many regards a dedicated standard, let alone the entertainment industry. Fortunately, EMA has been at the frontier of encouraging sustainable practices in front of and behind the camera.
For nearly twenty years, the EMA Green Seal Program has recognized countless productions for their sustainable practices; now embraced globally, filmmakers as far as South Africa and Australia utilize the Green Seal to reduce the environmental impact of their projects. The path to establishing an industry-wide certification has not been without great effort. However, we at EMA are proud of the positive impact we make together with our colleagues and studios.
The Beginning
The Environmental Media Association (EMA) was established more than 30 years ago. Since its inception, its mission has been simple: to get environmental content into the media and inspire, educate and motivate the global public. Since taking over EMA as CEO back in 2000, Debbie Levin saw a need for recognition criteria filmmakers could apply to their productions. It was in this ambition that the EMA Green Seal program was born. The entertainment industry is well known for its influence as it provides the mode to define trends, shape culture, and influence our identities in the most profound ways. Yet, even with the disruption caused by the COVID-19 pandemic and the rise in streaming services, storytelling's effect on society remains just as huge. Because of that effect, there resides a moral obligation to do right by doing good.
The Process
Like other certifications, the Green Seal uses a point system. On a scale of 200 points, there are two tiers: the standard Green Seal and Gold Seal for projects that show exemplary practices for sustainable production. A project must attain 75 points at a minimum to attain our EMA Green Seal recognition. That point total moves up to 125 points for those who achieve Gold Seal status. EMA bases this system to gain recognition on self-assessment, completed by the production company in compliance with the criteria laid out by the Program guidelines.
Due to the Program's success, Green Seal recognition has now extended to students. The Program to achieve recognition is offered through a slightly different process, mandating fewer requirements to allow a more diverse and inclusive group of talented students to enhance their production sets and design through sustainable practices.
In addition to the physical element of sustainable production criteria, the Green Seal program also recognizes environmental messaging through the greening of plotlines and characters. For example, by blending environmental messaging into your characters' lives, you can help raise awareness and incite action. This practice is known as putting "eco-inside" your plot; there are various ways to weave sustainability in a character's actions and setting.
The Effect
Today, the Green Seal Program remains the standard for sustainable productions across the entertainment industry. Whether it be from films and television to commercials and print advertising, the Program recognizes an increasing number of qualifying productions year after year. Not only has the EMA Green Seal become the standard in North American production (including the major studios), the EMA Green Seal has become the standard globally. We have distributed over 1,200 Seals, a record 229 Green Seals submitted in 2021. EMA also collaborates with partner studios and the Green Production Guide, which offers a sustainability checklist for productions with the highest performers receiving our EMA Gold Seal.
Due to the respect and popularity for the Green Seal, EMA now receives inquiries from studios in Europe, South Africa, and Australia who are interested in following our standards. We are grateful for the rising interest, and positive impact storytelling continues to make. We are proud to see it reflect our values as an organization that seeks to blend science, activism, and storytelling in a more inclusive world.
As we focus our efforts on mitigating carbon emissions for May, we invite you to learn more about the Program and how it applies to many facets of sustainability with each coming month. If you are a filmmaker, we will answer any questions you have regarding our Green Seal.
Written by Demitri Fierro, ESG Contributor (MBA Candidate in Sustainable Management)