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In the creative industries, we all aspire to entertain and tell great stories. But how can we ensure our content serves up more than just empty calories? In the world of film and television, stories have the power to be so much more than mere entertainment. The good news is, doing so is simpler than you might think. By weaving in subtle shifts, sustainable themes and showcasing positive choices, any screen-story can nourish audiences with impactful content without sacrificing the entertainment they crave.
Nudge Theory
If you haven’t heard of “Nudge Theory”, it’s an important psychological concept that can be incredibly useful for storytelling. The concept was developed by Nobel laureate Richard H. Thaler and Cass R. Sunstein in their 2008 book “Nudge, Improving Decisions About Health, Wealth, and Happiness”. They suggest that people can be guided towards positive choices through subtle, indirect suggestions. Nudge theory is about presenting choices in a way that makes it easier for people to make good decisions for themselves. As Thaler and Sunstein put it, “Nudges are not mandates. Putting fruit at eye level counts as a nudge. Banning junk food does not.”
Applying nudge theory to film and television is all about putting sustainable choices ‘at eye level’ - making them look and feel appealing and natural. By putting sustainable behaviours in the hands of likeable characters, we help to normalise them and make them attractive and effortless. Normalizing behaviours can make them easier for viewers to adopt in their own lives as “...people tend to underestimate how many others are already making sustainable choices, which can discourage them from taking action themselves.” (Rare.org)
The impact of nudging is demonstrated in a case study by Rare, a global leader in social change, which looked at the impact of a scene in the hit Max TV show "And Just Like That". The study reveals the surprising power of even small on-screen moments, concluding that even brief dialogue can have a big impact on viewers' perceptions and behaviours.
The power of the scene in the study rests in its simplicity (View the scene here). While the two iconic characters, Charlotte and Miranda, are waiting in line to order food, Miranda casually changes her order from a meat option to a plant-based food option. The choice is never discussed or remarked on. The Rare researchers concluded that just the inclusion of a sustainable food option in the scene “positively impacted viewers’ beliefs regarding meat reduction, including perceived normalcy, current trends, future trends, and social expectations, without affecting the entertainment value of the content.”
The Power of Subtle Influence
Nudge theory isn't about preaching or forcing change; it's about planting seeds of sustainability in the minds of our viewers. As storytellers, we can build worlds and characters that become 'social proof' that sustainability is a legitimate, easy, and desired way of doing things. As Robert Cialdini, author of "Influence: The Psychology of Persuasion," states, "...people are persuaded more by the actions of others than by any proof we can offer."
By subtly incorporating nudges into our productions, we can inspire a shift towards a greener, brighter future. Nudges can come in many flavours, themes or categories:
- Climate and Social Narratives: Weaving climate and social justice themes into our stories can highlight the impact of our choices and inspire viewers to believe that their actions matter.
- Visual Storytelling for Environmental Education: Using powerful visuals to showcase the beauty of nature and the urgency of environmental protection can be incredibly effective.
- Create Relatable Eco-Friendly Characters: Characters who embrace sustainable habits in a relatable way can make these choices seem more common, attainable and aspirational for viewers.
- Diverse Environmental Narratives: It's crucial to remember that environmental issues affect us all, but not equally. Including diverse perspectives of those most impacted by climate change can lead to more inclusive and impactful storytelling.
Cialdini reminds us in “Influence” that repeated exposure to an idea is key to shifting viewers' attitudes. As content creators, we have the power to shape those ideas. It's a responsibility we can't take lightly.
Our screens shouldn't be filled with empty calories, but with stories that nourish and inspire change. The Rare case study demonstrates to content creators that incorporating small nudges into stories is not only impactful, but it is an easy, and normal thing for us all to do. Now that nudge theory is at your ‘eye-level’, will you incorporate sustainability on screen in your next project? (See our handy tip sheet below for inspiration!)
Our screens hold immense power. Let's not waste it on empty calories. Instead, let's use our storytelling to nourish audiences with ideas that inspire positive change. It's time to embrace our role as architects of choice, subtly guiding viewers towards a more sustainable future. The planet – and our audiences – deserve nothing less.
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