PUBLISHING
THE POWER OF
PUBLISHING Publishing holds a unique power not just to inform, but to shape behaviour. As sustainability becomes more urgent, the industry is increasingly recognising the lasting influence content leaves on audiences and is backing that up with progress behind the pages. Publishers, whether it be of books, magazines, or indeed anything pertaining to the written word, have an unparalleled opportunity and level of influence when it comes to sustainability or in fact any important messaging. Michelle Whitehead, sustainability lead at Immediate, referred to this as a “brain-print” – the footprint that the written word can leave on the minds of its readers. “Increasingly, publishers recognise that sustainability isn’t only about reducing operational impact but also about using trusted brands and platforms to help audiences navigate climate issues constructively and positively, while normalising sustainable behaviour,” said Michelle. She explained that all of Immediate’s brands work under its Climate Content Pledge, which asks: “Does this feel like it was created in a climate emergency?” This doesn’t mean that everything has to be about climate change but that teams are encouraged to integrate sustainability naturally and positively, where relevant. This represents a broader shift towards the importance of sustainability content in the publishing industry, and the power it has to influence people, and at Immediate this typically comes in the form of normalisation of sustainability and its consideration in everyday life, as well as a focus on stories of collective action and optimism. And this extends to its licensing programme: RIGHT: Good Food explores lower-impact cooking, seasonal eating and food waste reduction. Credit: Immediate. BELOW: Climate Heroes explores how communities are responding positively to climate challenges. Credit: Immediate.
ABOVE: Immediate highlighted the life and work of Sir David Attenborough for his 100th birthday earlier this year. Credit: Immediate.
“Licensing also gives us the opportunity to communicate sustainability messages through trusted and recognisable brands. Whether through Bluey and CBeebies encouraging recycling and creativity, or partnerships linked to initiatives like Green Football Weekend, licensed properties can help engage audiences in accessible and positive ways,” commented Michelle. Hearst UK is also recognising the power of publishing: “Our Sustainability Editors Programme also plays an important role. The programme brings together editors from across our brands who act as champions within their teams, identifying opportunities for credible, responsible sustainability content and providing editorial input on environmental topics. “This is particularly important because our audiences consistently tell us they care deeply about environmental issues and expect brands
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