2006 was the year when sustainability issues - in particular climate change - really hit the headlines. A scientific consensus on the scale and urgency of the big challenges, growing public interest and a stronger Government profile had made issues like climate change and natural resource depletion impossible to ignore. (The charity that coordinates the Shaper, Sustainability South West, produced a special media edition of its news magazine Sightings to capture the media mood - see resources below).
Sustainable development is a complex issue to report on and to 'take in'. The trick seems to be to make the connections between the headlines. There are many stories covering, say, affordable housing shortages or renewable energy but a lot less that make the link between the two ie 'micro-renewables' and energy efficiency will make housing far more affordable as energy prices rise. Another examples would be ‘traffic congestion' and ‘obesity' - the sustainability link would be promoting walk to school schemes.
The media is increasingly interested in the hot debates that sustainability issues are sparking. It's a steep learning curve for everyone and media professionals have to stay one step ahead of the public.
Please have a look at '10 Things You Can Do Today!', 'Resource & Energy Efficiency Advice' and 'Shaper Stories!' for general ideas, guidance and support for business. Editors, producers and other executives should also check out the Leadership for Sustainability module.
You can also:
- let us know what customised guidance would be useful for the media when you feedback
- suggest sustainability resources for the media for us to add/signpost to when you feedback
