Climate Storytelling Highlighted At EMA IMPACT Summit
Sometimes you must get back to your roots. Since 1989, EMA has utilized pop culture's tremendous influence to bring environmental issues and solutions to the forefront. Fast forward to 2023, in a city with a Prius and vegan restaurant on every road, at a hotel that merges luxury and sustainability, we met for an accord: Focus in depth to make climate storytelling accessible, approachable, equitable, and mandatory in Hollywood.
This year's IMPACT, presented by our longtime partners at Toyota Motor North America, felt different. We've discussed and encouraged climate storytelling for years and are now at a precipice. Does the industry continue to keep environmental stories as a niche genre, or do we make them so ubiquitous that people can no longer ignore them?
What gives climate storytelling its fuel (renewable, of course) is that everyone has a story to tell. In other words, we'll always have narratives, from dramas to comedies. And if Hollywood loves anything, it's an expanded universe full of sequels.
Our incredible partners at The Hollywood Reporter align with EMA on this mission, hosting its second "Pictures for the Planet" Series at our Summit. Sticking to our theme, THR invited the incredible minds at Apple TV Plus to showcase climate storytelling with two panels and an opening message from Lisa P. Jackson, Apple's Head of Sustainability. "Even in a world crowded with people and problems, a good story can still break through. Extrapolations is one of those stories."
After attending the premiere, we were thrilled to hear the creators and cast of Extrapolations speak on this critical project. Actor Kit Harington shared why he joined the show (other than co-starring with Meryl Streep), "I hope that looking back in 50 years, we can see what would have happened, but we made the right choices."
Extrapolations is unique because it's a fictitious series, not a documentary. Scott Z. Burns, the creator of Extrapolations, shared, "a documentary can reach some people, but we live in a world that loves scripted entertainment. So, as a storyteller, this is what I can do." Further, star Yara Shahidi reminded us that climate storytelling loses its ethos if the set has a large footprint. "The goal was to make an impact not just in content but also production." Mission accomplished, as the show earned our EMA Gold Seal for Sustainable Production.
Extrapolations gives a glimpse of what might be, but storytelling is also an effective tool for revealing what went wrong and how to fix it. During a panel on Apple TV+’s Five Days at Memorial, creator Carlton Cuse stated, “we tend to be reactive rather than proactive about events that happen in this world. I hope this show shows why it’s important to be prepared and be able to make hard decisions.”
While we are encouraged to see Hollywood embrace climate stories, we must ensure opportunities exist so everyone can share their experiences. EMA Activist Board Member Nalleli Cobo joined Dr. Elizabeth Auld from the Climate and Health Foundation to speak on a panel, moderated by long time EMA Board Member, Wendie Malick about climate health. As many of you know, Nalleli's perseverance led to real change in Los Angeles, which all started with her story. "Nobody knows our stories better than us. Nobody knows our truths better than we do. If you lived it, they can hear it."
We must amplify indigenous voices regarding equity and inclusivity regarding climate storytelling in the media. It was an honor to host a lineup of incredible indigenous filmmakers and artists to discuss this from the source. The panel, moderated by EMA Activist Board Member Leah Thomas, included Leo Cerda, Eric Terena, Priscila Tapajowara, and Isabela Santana. A central theme was how critical the indigenous perspective is to heal our planet. Tapajowara emphasized, "we cannot talk about the struggle for climate justice before talking about the struggle of indigenous people." The panelists challenged Hollywood to create opportunities and support for Indigenous filmmakers (you can do so here).
Finally, countless stories from our past are waiting for scientists to discover them. Dr. Lori Bettison-Varga of the La Brea Tar Pits chatted with EMA Executive Board Chair Lance Bass about what the tar pits can reveal about climate change. With the museum, Dr. Lori and her team are hoping to inspire a new generation, stating, “Our future depends on our kids becoming scientists.” We’ll be here to tell their stories, Dr. Lori!
There's a joke in 2016's La La Land when Emma Stone tells the valet her car is a Prius, only to reveal everyone at the party showed up in one. Well, that's not far from the truth. Over our 22-year partnership, EMA and Toyota Motor North America are responsible for making the Prius Hollywood's gateway to sustainability.
On a panel focused on Toyota's legacy in the industry, EMA Board Member and LAcarGUY Mike Sullivan shared that the Toyota Prius started to "bridge the gap between different classes, between levels of money. It became for everybody." Further, EMA Board Member Emmanuelle Chriqui revealed that she got her first Prius after seeing Leonardo DiCaprio driving one. Soon after, everyone, from agents to actors, drove hybrids.
Toyota's commitment to accessibility hasn't changed. During her keynote, Lisa Materazzo, group vice president of Toyota Division Marketing at Toyota Motor North America, conveyed, "our goal is not to leave anyone behind as we move toward the future." In other words, Toyota prioritizes inclusion and knows that to succeed in carbon neutrality requires the participation of all of us, not just some of us. Lisa summed it up succinctly, “the future is here for everyone, and it is electric. By 2030, we’ll produce as many as 3.5 million electric batteries annually.”
And for those unfortunate enough to miss out on the gorgeous display cars in front of the Pendry, you can learn more at Toyota Electrified, and yes, the new Prius is sexier than ever.
You can't have authentic climate storytelling without walking the walk. So, with thousands of EMA Green Seals under our belt, we explored a few examples of sustainable ingenuity behind the camera.
But first, jobs. Leading a panel on Green Jobs, EMA Activist Board Member Isaias Hernandez shared that "the green economy could create 24 million jobs by 2030." EMA Board Member Kimberly Burnick, Director of Sustainable Production & Content, NBCUniversal Sustainability, and Brandon Geller, Sustainability Manager, Sunset Studios, supported Isaias’ claim saying that studios are urgently hiring more sustainability positions. Climate-oriented jobs and positions are abundant but unequal; EMA Activist Board Chair Wawa Gatheru stated, "People of color make up 36% of the US, but we don't even surpass the 16% green ceiling regarding representation." The entertainment industry has an opportunity to lead the green jobs movement more equitably.
Once you have the job, you need a sustainable place to work. Enter TAGE Studios, an ambitious project based in Lisbon, Portugal, setting the bar for sustainable studios. TAGE's Project Manager, Claire Havet, said they've "heard that we must trade between quality and sustainability. For TAGE, it is not an option." Therefore, the focus of TAGE Studio is sustainability. Please get in touch with us if you wish to learn more about this exciting project.
Speaking of studios putting in the work, Glenn Gainor, Head of Physical Production Amazon Original Movies at Amazon Studios, demonstrated the fantastic things they are doing to go green. "It's our responsibility as entertainment storytellers to message and share the best environmental practices." From moving people around sets in alternative-fuel cars to investing in human capital and local communities, Amazon Studios creates content without the footprint.
As we know, Hollywood isn't limited to reality. For example, EMA Activist Board Member Maya Penn urged, "there's no better medium to break down multilayered environmental and social issues than animation." Maya spoke with Kaylon Hunt, VP of Development & Productions, JuVee Productions, about their animated short, 'Asali: Power of the Pollinators' and how it explores climate storytelling through animation.
Before the age of CGI, filming at an exotic location during golden hour meant schlepping an entire crew to a faraway place at just the right moment. Doing so could take weeks. Now, digital sets offer any genre the opportunity to world-build, all from a studio in Los Angeles or Lisbon. A conversation between EMA Board Member Jack Donnelly and VFX supervisor Ryan Beagan revealed how digital mitigates production emissions. "A big energy savings for blockbusters is a move toward rendering in real-time." EMA Creative Director and independent filmmaker Asher Levin reiterated that "filming on digital sets offers a huge reduction in waste, travel, and overall footprint of a production."
Finally, actors and influencers must use their platforms to encourage the entertainment industry to do better. On a panel moderated by EMA Activist Board Member Sophia Kianni, longtime EMA Board Member Frances Fisher walked us through her lifetime of activism. Further, EMA Activist Board Member Hayden Begley showed the power of social media to amplify sustainable practices at Hollywood events.
There's a magic to storytelling that brings us together and increases empathy. The more inclusive Hollywood can be when telling climate stories, the more people we can reach. Doing so requires listening. As Dr. Mustafa Santiago Ali, Executive Vice President for the National Wildlife Federation, put it, "you have to build real partnerships with people. You must build up their voices. You have to listen."
Inclusiveness requires both sides of the aisle. In a one-on-one with EMA CEO Debbie Levin, Dr. Colin Polsky, Director, Center for Environmental Studies, Professor of Geosciences, Florida Atlantic University, said environmentalism isn't as one-sided as we think. Dr. Polsky illustrated climate change isn't as partisan as people think, but speaking about it takes nuance and trust. "It's not about science; it's not about education; it's about trust and cultural identity."
And, of course, nature has its story to tell as well. After an introduction from EMA Board Member John Paul DeJoria, Captain Paul Watson reminded the crowd that when we hurt nature, we only hurt ourselves. For example, if we lose our planet's whales, we die. Whales support phytoplankton, which gives us oxygen. Throw in a few anecdotes about uncovering illegal whale fishing schemes in Russia and Japan, and you have more than enough content for a movie.
Another urgent climate story involving nature is happening in the Amazon, and it relates to what we eat. During an enlightening conversation on how veganism can save the planet, Cristina Gnecco, Head of Global Partnerships, Support + Feed, revealed that "90% of Amazon deforestation is to feed livestock." And as we know, nature can’t tell its own story, so we need to work as its amplifier. As EMA Board Member Eli Roth put it while giving us an update on sharks, “we need everyone to speak up on behalf of wildlife and nature.”
Businesses have a story to tell too. And to do so authentically, a company should be honest, transparent, and forward-thinking. On a panel hosted by EMA Activist Board Member Aditi Mayer, Tania Kingsrud, Executive Vice President, Global Marketing John Paul Mitchell Systems, reiterated this sentiment, "to JPMS, clean beauty is all about transparency."
This summary is only a sliver of the exciting stories and innovations shared at the 2023 EMA IMPACT Summit, and we can't wait to share the videos with you all. We'll end our summary with wise words from longtime EMA Board Member and green guru Ed Begley Jr. as shared during our live recording of David Wild and Phil Rosenthal's popular Naked Lunch podcast:
"Don't only talk about what you're against, but what you are for."
It takes a community to put on a two-day summit, and we are grateful to work with the best of the best. As always, our friends at the Pendry West Hollywood and Montage International provided an exceptional experience for our event. We are proud to work alongside them as they show the world that luxury can be sustainable.
As for the show, our longtime AV team at SenovvA battled through the exhaustion of post-Oscars weekend to handle our Summit expertly. Further, we couldn’t have the “impact” that we do without Element Brand Group getting the word out, and for our partnership with The Hollywood Reporter and their commitment to promoting sustainability in Hollywood. Thanks to our incredible staff, Boards, volunteers, interns, speakers, and attendees, for making this year's programming exceptional. Finally, a very special thank you to our outstanding EMA Activist Board for bringing so much energy, ideas, and enthusiasm to our Summit and organization. Stay tuned for videos!
