By: Eiman N.
Photo from: EMA
Within Hollywood and the entirety of the entertainment industry, there is not much environmental awareness or effort in sustainability. One significant example is how many celebrities and public figures within the industry are sponsored by or partner with luxury brands to encourage society to stay updated on the latest fashion trends. These trends are constantly changing, however, which means that companies are continuously producing new collections and are discarding their old ones in environmentally detrimental ways. Thus, it is clear the entertainment industry is more influenced by trends and social culture than the climate crisis. Although mainstream environmentalism is associated primarily with scientific data, this academic discipline is not enough to ensure substantive environmental action. More climate work needs to be done, especially within people that hold power and a voice in society, such as well-known celebrities and public figures. This is where the EMA comes in.
The Environmental Media Association (EMA) is a non-profit organization founded in 1989 that “works with the entertainment industry to encourage green production and raise the public’s environmental awareness.” With headquarters in Beverly Hills, the EMA places itself in the center of Hollywood and works with well-known actors and those in the entertainment industry such as Ian Somerhalder, Nikki Reed, Shailene Woodley, and many more. Categorized as a nonprofit 501(c)3, the EMA uses “celebrity role-modeling, campaign work, social media message, year-round programs” and more to uphold its mission.
The EMA serves as a “valuable link between the world of media and the environmental community,” with strategies aforementioned above that are now being used in many other types of activism as well. The entertainment industry is seeing more celebrities step up and use their platforms for environmental justice and activism, as well as doing campaign work with brands that hold the mission of environmental justice as their priority. Those who don’t work with brands as much still use their social media platforms to raise awareness by either simply advertising their voices as allies or sharing other activists’ posts. These methods aren’t just being used for environmental activism, but also racial justice, economic justice, religious justice, and activism involving many other world issues. Social media and the power of large platforms owned by celebrities have proven to shift societal energy in issues and bring them to attention.
The act of using social media, public figures, and a public image and message as activism and raising awareness spiked within the last year after the uproar over the murder of George Floyd at the hands of a police officer. People took to social media to share resources, learning materials, protest information, and updates on the case, encouraging others to do the same. The social media chaos pushed legislators and those in charge to take action and address the public instead of trying to sweep the issue under the rug, which is common for Black people killed at the hands of police in the past few years.
The strategy worked, essentially. From students to celebrities, social media platforms were heavily used to the extent that information was being censored and preventative measures were being taken by companies to prevent specific information from spreading, whether it was eyewitness videos of racial injustice in their headquarters, receipts and documents proving racial hatred and decisions not made based off merit, or general company deals and controversial partnerships. Social media has become a widespread tool that is being used by celebrities, public figures, and influencers, along with ordinary young people, to bring awareness to issues and display different forms of activism, the environmental agenda for a sustainable future included.
The EMA is one example — it uses celebrities and those with large platforms and has everyone compiled into one large organization that raises awareness through a social method of media and social significance. Those part of the EMA, and even those who don’t, share the organization’s posts on their social media stories as part of the strategy to raise awareness. They even have a Twitter feed that is quote-tweeted or simply re-tweeted by A-list celebrities and others with a large following. In addition, the EMA has a program called the Green Seal for Production, which recognizes works of art such as movies, TV shows, commercials, and other works for their progress in sustainable production. More information on this program, such as how items of the entertainment industry are assessed and recognized, can be found on their website. Another program the EMA has is called their Impact Summit, a two-day sustainable business summit held in Los Angeles, which discusses the potential that lies within a green economy. The summit covers different ways and innovations to go green as quickly as possible. They host everyone who can make a difference, from scientists to influencers.
While many celebrities are a part of the EMA, many do their activism on their own or with their celebrity friends. With their large platforms, they have individually taken up this responsibility by re-posting information from environmental activists or organizations, or they have done the research and work on their own. One very well-known celebrity and environmental activist is Leonardo DiCaprio, who has produced multiple documentaries about the environment and its issues, has his foundation dedicated to the Earth’s well-being, has sat on the board of many prestigious environmental organizations, has worked with high elected officials and the United Nations, and much more. Mark Ruffalo, known for his role as “The Hulk” within the Marvel Cinematic Universe, frequently does his research and then uses his social media platforms to share his findings and different ways in which common people can make a change. Many other A-list or well-known celebrities, such as Bette Middler, Natalie Portman, Al Gore, Zac Efron, Channing Tatum, Ben Affleck, Meryl Streep, and many others have partnered with, researched, spoke for, or played a significant and impactful role for the fight for a sustainable and greener future.
For these celebrities to publicly spread the message for environmental justice makes a huge impact on the movement itself. Their social status and their use of social media and publicity help common people gain an understanding and awareness of their actions and cause them to want to make a change as well. Since celebrities and those within the entertainment industry are generally looked up to, their actions can cause their followers or those who see their actions want to do the same. In a way, they can encourage, inspire, and allow people to act out on their desires to make a change. In a more general aspect, having people with large platforms and followers post messages and information that calls out those doing wrongs, such as politicians and corporations, put them in the spotlight and forces them to speak out or make a change, one step at a time, such as Starbucks slowly becoming a sustainable company with plans for a greener future. This doesn’t just work for environmental justice, but rather most forms of activism have this strategy as well. For example, with a multitude of social media pressure, Ben and Jerry’s just decided to stop selling their ice cream in occupied Palestinian territories.
It’s not just celebrities who are leading the charge on social media. Many young activists such as high school and college students or those just entering the workforce are building up their platforms as well and encouraging their favorite celebrities and those who won’t speak on the matter to step up and use their voices to make a change.
Overall, social media has been and continues to play a crucial role in activism and raising awareness, environmental or not.
Photo from: EMA
Discussion Questions:
What are other ways in which social media can be used to raise awareness for environmental justice?
Could public figures be doing more than using their social media and working with the EMA?
Works cited:
Beauchemin, M. (2017, November 9). 17 Celebrities Who Actively Work to Protect the Environment. Garden Collage Magazine. https://gardencollage.com/change/climate-change/celebrities-care-environment-want-know/.
Benveniste, A. (2021, July 19). Ben & Jerry's will stop selling ice cream in Palestinian territories. CNN. https://www.cnn.com/2021/07/19/business/ben-and-jerrys-palestinian-territory/index.html.
Environmental Media Association. (n.d.). https://www.green4ema.org/.
Finn, N. (2020, April 22). 10 Celebrities Who Are Leading the Charge to Protect Our Planet. E! Online. https://www.eonline.com/news/1143680/10-celebrities-who-are-leading-the-charge-to-protect-our-planet.