The Ideas
This discussion delved into the paramount importance of storytelling to change society. Two representatives from Silverback Studios, a renowned nature-documentary studio, spoke about how action relies on meaningful narratives prevailing in society.
Stories help us “understand that which is beyond understanding and make sense of our world”. Stories create and shape personal and group identities; they define a people. Therefore, without powerful stories, it is impossible to redirect the narrative of a person and make change. Storytelling is a tool to “change the perspective of a large number of people”. A basis of public understanding and knowledge can “open up the space for politics and science” to make tangible progress. Currently, misconceptions and assumptions about our planet block the path to action - an example cited was that of bottom trawling: it is more harmful overall to the environment than plastics, releasing emissions on the same scale, yet is under-publicized. Therefore, no substantial successes have been made in mitigating it. Effective storytelling is crucial to combat this lack of awareness.
Until now, nature documentaries have shown nature in a “timeless state” - as people believe it has always been and always will be. Documentaries that revealed the truth and promoted a sustainable agenda often only reached a small audience, mainly those who already cared. Silverback Studios has pushed the boundaries of how far a climate message can go with the release of “A Life On Our Planet” with David Attenborough and “Breaking Boundaries” with Johan Rockström. Similarly, targeted films can “personalise and directionalise a story”, informing and influencing specific audiences. The success of these projects has brought public understanding, activism and funding for promising future action.
Scientists and politicians often dismiss filmmaking and storytelling as unimportant and “fluffy”, but we must not underestimate its power to change societal mindsets. The discussion further delved into the mechanisms of societal change: moving from a place of no motivators and only barriers to action to one where there are only motivators. Society must move from precontemplation (I don’t understand why change is needed) to contemplation (I support/don’t oppose change), to preparation (I want or need to change but don’t understand how to), and finally to action (I am changing). Mass media can help bring about the mass attitude change needed to move from precontemplation to contemplation by creating an “appetite for change in consumers and voters”. Media campaigns targeted at politicians and business leaders can bring about mass intent change, responding to the global demand for change. Finally, tech tools such as Silverback Studio’s new Open Planet free footage library can spark the final mass behaviour change that brings society to action.
The beauty of the sustainability movement is that “we don’t have to compete, we can cooperate”. By sharing tools and stories, we can unite around the common goal of good for the planet and people.
