Climate Change & Storytelling
At the Norman Lear Center, we believe that storytelling has the power to shape public understanding and inspire action on the most urgent issues of our time—including the climate crisis. Our climate change work explores how entertainment, news, and popular culture can elevate climate narratives, counter misinformation, and empower audiences to engage with solutions. Through research, partnerships, and outreach to the creative community, we help media makers integrate climate into their stories in ways that are compelling, accurate, and impactful.
Research
CLIMATE IN SCRIPTED ENTERTAINMENT
Our research with Good Energy found only 2.8% of TV and film scripts mentioned any of 36 climate-related keywords. But audiences want to see the climate crisis addressed in fictional entertainment, particularly stories that go beyond gloom-and-doom.
SINGLE-USE PLASTIC POLLUTION ON TV
We tracked the onscreen appearance of single-use plastics and reusable alternatives in popular TV shows. The findings revealed these shows were awash with plastics, with an average of 28 single-use items per episode.
EXTRAPOLATIONS: THE IMPACT STUDY
Apple TV+'s Extrapolations explored life-altering choices in a climate-ravaged future. Our study found that viewers felt the show shaped their knowledge and attitudes on climate change, with some inspired to take action.
CLIMATE IN UNSCRIPTED TELEVISION
In a six-month period, we counted more than 28,000 mentions of climate and sustainability-related keywords in unscripted TV, with home shows, docuseries, and food shows leading the way. However, only 4% of these were mentions of "climate change."
SUSTAINABILITY ON SCREEN DATABASE
We developed a searchable database — hosted by the Sustainable Entertainment Alliance — compiling data related to audience demand, business risks, and social and economic impacts of climate-related narratives.
Using the Pulitzer Center's local and regional Connected Coastlines series as a case study, we identified and measured the use of best practices for impactful science journalism.
Outreach
HOLLYWOOD, HEALTH & SOCIETY works with the entertainment industry to support authentic, engaging climate storytelling. Through tipsheets, writer convenings, screenwriting contests, and other outreach, we provide practical resources and creative inspiration. By meeting writers and producers where they are, we help spark new ideas and empower stories that reflect the realities of climate change and the possibilities for action.