MEDIA

MATERIALITY
2022
The material sustainability issues
for the media sector
 2022 Media Materiality Report
This report was researched and written by Daniel Witte, Valentina Okolo and Rosie
Towe, Carnstone Partners Ltd

Produced by Responsible Media Forum and Carnstone Partners Ltd

Designed by Dentsu International

Established formally in 2003, the Responsible Media Forum is a partnership between 26 leading media
companies to identify and take action on the social and environmental challenges facing the sector.
Starting as a UK initiative, participants now come from all over the world covering the full sector
spectrum. We work on the principle that CR in a media company has many features that set it apart
from other sectors, and a unique ‘brainprint’. The Responsible Media Forum is a multi-client project run
and chaired by Carnstone Partners Ltd.
responsiblemediaforum.org / @WeAreRMF

Carnstone is a specialised management consultancy working globally at the intersection of

sustainability and business strategy. Rooted in a sound technical and commercial understanding, we
provide advice and support to large companies, international organisations and NGOs from offices
in London and Shanghai. Carnstone works with around a fifth of the FTSE 100. We have been directly
involved in corporate responsibility worked with several media companies, advising on strategy
development, community engagement, environmental management and reporting.

carnstone.com / @carnstone

Media Materiality Report 2022 2

 Contents
01 What is Material: Previous reports by the Responsible Media Forum 4

02 Foreword 5

03 Methodology 6

04 Results: material issues for the media sector 8

05 Expanding on the issues 9

06 Conclusion 15

07 Acknowledgments 16

Media Media Materiality

Materiality ReportReport
2022 2022 3
 What is Material?
Since 2004, the Responsible Media Forum has
regularly identified the material issues to the
02 Mapping the Landscape
media sector, our last report being published In 2009, we published a revised version of the original
assessment introducing four new material issues: ‘Climate
in 2018. We decided the time was right to
Change, Staff Diversity, Responsibly Advertising, and the
update that assessment, following the societal Awareness of the Impacts of Communication’. ‘Freedom of
impacts of COVID-19 as well as increased focus Expression’ was also highlighted as a priority issue and the
on climate change and diversity, equity, and research was managed by Carnstone.
inclusion among many other sustainability
issues. Please see below a summary of our

03
insights on materiality to date:
Does it Matter?
In 2013, we published an updated list of 33 relevant issues,
using the issues identified in ‘Mapping the Landscape’ and
the 2012 study on the European Sustainable Investment
Forum. For the first time, we went beyond identifying issues
based on their relevance to the media sector. We prioritized
them into ‘material’, ‘strategic’, and ‘operational’ bands with
the help of input from media investors and analysts.

01 Key CSR issues for the

media industry.
In 2004, we published the first materiality
assessment undertaken with KPMG, consulting
over 130 stakeholders across media, the CSR
community, socially responsible investors, and

04
external ratings agencies. We identified 36
relevant material CSR issues, seven of which 2018 Media Materiality
were unique to the media sector.
Building on our previous insights, combined with
research and conversations with the forum participants,
media analysts and investors, we produced the 2018
media materiality report. Issues were prioritised in the
material, strategic and operational bands as well as
listed under three new headings; ‘new on the radar’;
‘growing in importance’; and ‘decreasing in importance’.
Net Neutrality and Disinformation (Fake News) were
added to the list of material issues.

Media Materiality Report 2022 All four reports are available to download from our website: 4
www.responsiblemediaforum.org/forum
 Foreword

Nathan Fabian
Chief Responsible Investment Officer,
United Nations Principles for Responsible Investment

Resilient, democratic societies rely on healthy media ecosystems. Media This report sets out the material issues for the media sector. Some are
(in its broadest sense: news media, broadcasters, educational and scientific media-specific – for example the separation between ownership and
publishers, entertainment and streaming companies, amongst others) is editorial decision-making in privately-held companies. Others are more
the major source of information for all of us. Without access to high-quality generally applicable – such as business ethics – but may still apply to
media, there is no access to high-quality information. A healthy media media in a particular way. It also provides commentary on how general
ecosystem plays a crucial role in helping citizens decide who to vote for, issues apply to the media sector; it offers case studies of good practice;
consumers decide who to buy from, and investors decide who to invest and it pinpoints the opportunities. It is a status quo of what matters to
in. No sector has more cultural relevance than media, and therefore the media companies and their stakeholders, and a blueprint of what a future
material sustainability issues that face media companies should be of sustainable media sector could look like.
paramount interest to consumers, investors and policymakers alike.
Clearly, the biggest opportunity lies within ‘Responsible content’: how media
Every sector has a moral code – a set of common principles that codify how companies govern the content they produce and ensure it has a positive
it should act in the context in which it operates. As a sector that touches all impact on peoples’ lives and the world at large. While progress has been
our lives, media’s moral code is particularly significant. With the dramatic made on governing content portfolios and measuring the impact of content
changes to the operating environment of every sector over the last two (also known as the ‘brainprint’), there is still too much focus on ‘traditional’
years, media’s moral code will need revision. The last two years have sustainability impacts and too little on content. Yet it is clear that the
seen challenges to science, increasing social polarisation, and a blurring brainprint of any media company is far larger than the footprint, although
of the line between fact and opinion. COVID-19 has changed the way we we do not know exactly how much larger as we lack the approaches and
connect with each other, accelerating the switch to digital channels. Media tools to measure the brainprint accurately.
companies will need to constantly refine their balance between tackling COVID-19 has been called the largest public health crisis in living memory.
heated social discussions without alienating segments of their audiences, It is in moments of crisis that we come together, and we must now ensure
while finding their place in a world increasingly dominated by digital our media ecosystem contributes to resilient societies, delivers sustainable
communications and platforms. They will need to ensure that they remain value and is safeguarded for the future. Of course, no company can do this
a connecting force, bringing together people from different backgrounds on its own. I look forward to seeing how the Responsible Media Forum and
and with different beliefs and viewpoints, while retaining their ability and other collaborative initiatives can turn the ideas contained in this excellent
courage to take a stand on issues where there is broad societal consensus. report into action.

Media Materiality Report 2022 5

 Methodology
Three ‘building blocks’ make up this report,
each step building upon the foundations of the What do we mean by
previous one: ‘materiality’?
A desk-based review of Environmental, Social
& Governance (ESG) reporting frameworks, There are many competing definitions of
investor indices, and recent (2019 or later) materiality, ranging from very broad to very
materiality assessments published by specific, from general to financial. We have
companies participating in the Responsible deliberately chosen a specific, financial
Media Forum. A full list of included reports is definition of materiality, which we believe
provided in Appendix A. makes for a specific and focussed analysis.
However, this does not mean that issues
A round of interviews with senior sustainability which are of great importance to society are
practitioners from media companies including excluded – as a matter of fact, we believe there
Advertising, Broadcast, Conglomerates, has been a lack of financial quantification of
Entertainment providers, News publishing, sustainability/ESG risks and opportunities,
Telecommunications. A full list of interviewees but this is quickly changing following the
is provided in Appendix B. implementation of frameworks such as the
A round of interviews with external Task Force on Climate-related
experts including ESG thought-leaders, Financial Disclosures.
investors, policymakers, Non-Governmental
Organisations and third-sector. A full list of
interviewees is provided in Appendix B.

From these building blocks came a draft

materiality matrix outlining the material,
strategic, emerging and operational issues
for the media sector. This was further refined
through a breakout session at Mirrors or
Movers 2021 in which 15 media responsibility
practitioners participated and feedback
received on a draft of this report.

This research was undertaken by Carnstone

Partners Limited, a specialist management
consultancy specializing on corporate
responsibility and sustainability, and the team
behind the Responsible Media Forum.

Media Materiality Report 2022 6

 Definitions of Materiality
“A material issue is “Factors that could have a “A material issue is an “Aspects that reflect the
financially significant over significant impact – both issue that will influence organisation’s significant
the short to medium term, positive and negative – on a the desicions, actions economic, environmental
i.e. it has the potential company’s business model and performance of an and social impacts or
to affect a key financial and value drivers, such as organisation or substantively influence the
indicator, e.g. profits or revenue growth, margins, its stakeholders.” assessments and decisions
revenue, by around five per required capital and risk” of stakeholders.”
cent or more within a two-
year time period.”

NARROW WIDE

There are three further categories that issues can fall into if they do not meet our threshold for materiality.

Strategic: an issue that has the potential to Operational: an issue that matters for other Emerging: an issue that is not yet widely on
significantly affect the ability of the company to reasons – internal, reputational, efficiency – but the radar of a company or its stakeholders, but
deliver its strategy in the medium to long term. is neither material nor strategic. Under normal is increasing in importance and expected to
circumstances, it does not represent a significant become a material or strategic issue within the
threat to the company. next two years.

The emerging category is new compared to our 2018 Media Materiality report. Increasing levels of interest and urgency on sustainability topics has led to
greater dynamism and relatively rapid change; not least those driven by the investor community. We have added this category to capture those issues that are
rising fast on the agenda.

Media Materiality Report 2022 7

 Results: material issues for the media sector
The media sector evolved quickly in response to Strategic Material
Corporate governance Climate change
COVID-19 and these changes are being translated
Responsible
into a plethora of new and upgraded materiality Business ethics Data privacy
content
issues. Since our last report in 2018, ‘Fake news’ Product governance Cybersecurity Diversity, Equity &
and ‘Net neutrality’ have fallen off the radar and Inclusion
climate change has risen to the top of the agenda Diversity of output
alongside the standing issues of responsible Skill development
Consumer environmental
content and diversity, equity and inclusion. awareness People management
Media’s role as a tool for societal awareness and
engagement was underscored by the pandemic. As Holding leaders
to account Freedom of
preservation of the natural moves to the forefront, Sustainable value chain
expression
media has another opportunity to ensure a Climate resilience
healthy future for people and planet. With this Wellbeing
opportunity, though, comes responsibility. Media Responsible
Human rights
companies are under more scrutiny than ever – on marketing
how they govern themselves, how they manage
Economic impacts User safety Treatment of freelances
our data, and the content they put out.
Clean & Data ethics & digital
efficient energy Media and transformation
A careful reader would notice that no issues
Information Literacy
have been downgraded in importance except Community Low carbon
‘Community’. This is unusual; normally, one would Climate justice
Importance to stakeholders
User safety transition
expect certain issues to move down the matrix as Selling practices &
other issues rise up the agenda. But these are not product labelling Nature &
normal times. As sustainability has entered the biodiversity
Anti- competitive Accessibility
mainstream, companies in all sectors face more behaviour & open internet
Product sustainability
expectations across the board around how they Green & circularity
manage their impacts on society. We believe that Environmental production
is why many issues have become more important managment
or are newly on the radar, while almost no issues Waste
have become less important. Operational Emerging

Impact on media
Key
Issues upgraded in importance
Issues downgraded in importance
New issues
Opportunities
Media Materiality Report 2022 8
 Expanding on the issues
In this section, we expand on the meaning and relevance to media of a selection of issues that were
singled out in our interviews or recent external research and commentary.

Pink issues are material Issues upgraded in importance

Green issues are strategic Issues downgraded in importance
Blue issues are operational New issues
Yellow issues are emerging Opportunities

Climate change. Climate change has risen up every agenda as the negative consequences of
global warming, and the widescale societal implications of a low-carbon transition (see below) have
become clear. It is an issue for all industries. It is linked with various other issues in this list, including
Climate resilience, Green production, Low-carbon transition, and Climate justice.
While media’s own carbon footprint is relatively small, by integrating climate change across content
portfolios, media can create societal and behavioural shifts. Christiana Figueres calls this media’s
“superpower” in her foreword to Mirrors or Movers II. This is further explored in Responsible content
and Consumer environmental awareness.
Some companies have made large strides in both their carbon footprint and brainprint, for example
through the Responsible Media Forum’s Media Climate Pact. The year one progress summary released
in November 2021 finds that if all the signatories’ commitments on operational emissions are met, at
least 1.9m tonnes of CO2-equivalent would be eliminated and 2.5m tonnes balanced through GHG
removal, the equivalent of taking over 3m cars off the UK’s roads. In addition, under the content
commitment, signatories have released a plethora of new programmes, formats and campaigns to
increase the reach and availability of climate-related content, such as Sky’s Daily Climate Show and
RELX’s SDG Resource Centre.

Data privacy. Data privacy is highly material for the media sector, as companies regularly handle
personal consumer data. For some, such as consumer comparison websites or those funded mainly by
advertisements, this is core to their business and earnings models. While the General Data Protection
Regulation (GDPR) has driven up standards across the sector and beyond, progress can still be made on
how information about how data is used is provided to consumers, to enable them to make
informed decisions.

Media Materiality Report 2022 9

 Diversity, Equity & Inclusion. Diversity & As more people left the industry than joined it
Inclusion featured as a material issue in our 2018 during the COVID-19 pandemic, this casts doubt
Media Materiality report through two separate over the longer-term sustainability of recent
issues: Diversity of output and Workplace diversity improvements.
and inclusion. It is now arguably more material
Understanding and measurement of the
than ever. Since 2018, “Equity” has made its entry
commercial benefits of diversity has also
into what was previously known as D&I. Equity
solidified, with a recent McKinsey report finding
refers to the creation of a level playing field – an
that Hollywood could be losing as much as $10bn
equal and fair context for all - without which
a year – 7% of total revenues – due to a lack
true diversity and inclusion will remain elusive.
of diversity. The study uncovers the challenges
“Diversity is being invited to the party, inclusion is
to increasing diversity in the US Film & TV
being asked to choose the song, equity is having
industry, including the funnelling of Black talent
appropriate transport to get you there.”
to race-related films and the fact that Black
The 2020 murder of George Floyd sparked the off-screen talent is primarily responsible for
largest global protests on racial injustice ever, creating opportunities for Black on-screen talent,
leading to various media companies taking public effectively segregating teams.
positions on the issue, including Channel 4’s This issue also includes Diversity of audience,
commitment to be an “anti-racist organisation”; Diversity of productions, and Attracting & retaining
one of many organisations taking public positions diverse talent.
on racism which would previously have looked
revolutionary. Responsible content. Responsible content
Regulation hasn’t advanced as quickly, but it is arguably the media’s biggest specific
has crept forwards. After the introduction of sustainability issue. In our previous materiality
mandatory gender split and gender pay gap report, this was included as a plethora of separate
reporting in the UK in 2013 and 2017 respectively, issues, including Diversity of output, Editorial
considerable focus has been placed on improving compliance (material); Creative independence,
boardroom diversity – from a gender and ethnicity Transparent and responsible editorial policies
perspective – through the Hampton-Alexander (strategic); Freedom of expression, Impartial
and Parker Reviews. A regulatory requirement to & balanced output, and Promotion of causes
calculate and report an ethnicity pay gap on top (operational). This time, we add attention to the
of the gender pay gap is expected by some to be list – the impact of technologies and of media
brought in the UK in the near future. habits on our ability to grapple with complex
issues that require deep focus. That we now hear
Ofcom’s recent five-year review on diversity and
from stakeholders about this under one material
equal opportunities in UK broadcasting found
issue heading reflects a maturing approach to this
that progress has been made in representation,
issue. As its constituent parts are interconnected,
particularly in terms of ethnicity. However,
we expect that media companies will be better
there is still a “woeful” lack of diversity at
able to manage the responsibility of their content
senior levels, where key decision makers sit. So
across their portfolios by taking a holistic view.
far, efforts to increase diversity have focused
Of course, this issue particularly impacts public-
on entry-level recruitment without sufficient
service broadcasters which have to meet extra
emphasis on retention and talent development.
expectations on objectivity and impartiality.

Media Materiality Report 2022 10

 Skills development. Skills development health and issues such as work-life balance. Consumer environmental awareness. Media
refers to how media companies invest in their This has been driven in part by the COVID-19 companies are one of the few actors which
employees’ skills. This is becoming increasingly pandemic, which led to many people working can raise awareness at a societal level on
important as the environment in which media from home. A recent review of the scientific environmental issues. The media sector has a
companies operate becomes more dynamic with literature on the health impacts of working from way to go on ‘Planet placement’: the integration
new entrants in the ‘traditional’ media space as home found that these were mixed depending of environmental narratives and behaviours into
well as increasing competition from platform on context, but there is a clear risk of negative storylines of scripted content. The latest Subtitles
companies such as Google and Facebook, impacts if preventative measures are not taken. to Save the World report report by albert finds
requiring a mix of highly skilled specialists and But the focus on wellbeing was already receiving climate change was mentioned on-screen as
generalists. We also note an intensifying ‘battle’ greater emphasis before the pandemic, through often as ‘furlough’ and ‘vegan’. In comparison,
for talent, as media companies compete with more attention for mental health across society. ‘dog’ was mentioned over 20 times more, ‘cake’
tech companies which may be able to offer more over 10 times more and ‘vaccine’ 3.5 times more.
competitive terms. Climate resilience. As the effects of climate Crucially, there is a mis-match between media
change intensify, companies will increasingly attention and carbon footprints, with too much
Sustainable value chain. Companies have to adapt and increase their resilience emphasis on waste and food and too little on
increasingly have to manage sustainability to events such as heatwaves, droughts and Transport and energy. A recent report by the
across their value chain, rather than ‘just’ as wildfires. This relates to media’s own assets – Behavioural Insights Team into how tv can
it relates to their own operations. The value offices, studios, data centres – and its ability nudge viewers to decarbonise their lifestyle,
chain refers to what is also known as the to produce content, including the ability to commissioned by Sky, showed the power of
‘upstream’ and ‘downstream’ supply chain: a transport large crews and heavy equipment to TV to inspire climate action. For best results,
company’s suppliers of goods and services and location. Recent examples of this include I’m broadcasters and content creators should put
its consumers, and everything in between. A Celebrity airing a pre-recorded episode for climate-friendly actions by real people centre
the first time in its 19-year history due to Storm stage in all areas of TV content. But be careful to
Wellbeing. Wellbeing is a new issue, which Arwen affecting the location in Wales. avoid creating TV content that is fear-mongering,
has widened the traditional focus on physical blaming, and preaching, which has been proven
health from Health & Safety to include mental to be counter-productive.

Media Materiality Report 2022 11

 Corporate governance. Corporate governance is an industry-agnostic issue that every large company
must address. It can be split into ‘big G’ which refers to questions around the corporate governance
structure such as the make-up of the Board, executive remuneration, ownership, et cetera; and ‘small g’
which refers to governance of sustainability, including how the company’s sustainability performance is
tied to executive remuneration.

Diversity of output. Diversity of output is the content ‘brother’ of Diversity, Equity & Inclusion. It
refers to the diversity of content, which can be split into various angles: gender, racial, age, sexual
orientation, disability, and class.

In the UK broadcast industry, diversity of output is measured annually through the Project Diamond
reports. The most recent report found that representation of female, Black, Asian and Minority Ethnic
(BAME) and Lesbian, Gay and Bisexual (LGB) individuals is similar to or even significantly higher than
the share of those population groups in the UK population, while Transgender, 50 and Over, and
Disabled people were severely under-represented. The largest representation gap, that of Disabled
people, is a factor larger than three.

Freedom of expression. Freedom of expression is a fundamental value underpinning democratic

society. In relation to media, this refers to the unbiased and uncensored inclusion of viewpoints and
opinions in output, enabling dialogue and debate without harassment.

Holding leaders to account. [As Nathan Fabian writes in his foreword], media plays a crucial role
in providing information that enables democratic citizens to hold their politicians to account. From
investigative journalism to candidate debates during elections, the media is a key actor in our political
landscape. Consumers of media content expect to be provided with high-quality content that informs,
challenges and uncovers. They need this to be able to form a view on what their leaders should be
doing on issues such as climate change, human rights and nature protection.

Human Rights. Human Rights is an issue increasing in importance for large corporates. In the UK,
the Modern Slavery Act 2015 requires companies to report on the risks of modern slavery in their
business and supply chain, and the actions they are taking to address it. In Europe, the European
Due Diligence Act was announced in March 2021, and various European countries including France,
Germany and the Netherlands are bringing in their own specific provisions or have already done so.
In media, Human Rights risks are often centred in supply chains or support workers. For example, in
publishing Human Rights risks are often a concern at suppliers such as printers or paper manufacturers.
26 publishing houses collaborate through the Book Chain Project’s Labour & Environment
workstream to assess and manage these risks. In TV production, a recent report by the TV Industry
Human Right Forum highlight that support workers are often freelancers, without access to insurance,
safety equipment or training, and feel pressured to take risks and fear raising concerns due to uneven
power relationships. Media companies involved in sports also have to consider the human rights
risks related to sporting events, such as migrant labour, where they may have broadcast deals and
sponsorships in place.

Media Materiality Report 2022 12

 Accessibility. Accessibility refers to content for User safety. This issue refers to the safety
disabled people. Companies have been working of media content for the users that are exposed
to make crucial content more accessible, for to it. Advertisements are a main example,
example by including sign language interpreters where regulation limits the advertising of
at COVID-19 press conferences and adding the certain products. For example, many countries
option of captions to most content on Video On around the world have severely limited or
Demand (VOD) platforms as well as satellite TV. completely banned advertising tobacco
through implementation of the World Health
Community (also known as community Organization Framework Convention on Tobacco
investment) is a long-standing material issue, Control (WHO FCTC). Another example is the
having been identified in every materiality age appropriateness of programmes, which is
report the Responsible Media Forum has ever managed through age rating systems.
commissioned (the first one being published in
2005). In 2022, it very much remains an important Climate justice. Some of the most severe
element of some media companies’ sustainability impacts of climate change are felt by those who
priorities. However, a number of interviewees least contributed to the emissions that caused
noted that they view Community as an “old- it: the poorest communities in the Global South.
fashioned” way of doing corporate responsibility; Climate justice draws attention to this injustice.
rather than invest in communities directly to It is linked to the concept of Just Transition,
create positive impact, their sustainability which focuses on ensuring that the low-carbon
strategies should already ensure their impact on transition does not leave sectors of the economy
the community (and wider society) is positive and and their workers behind, and that re-skilling and
place this at the heart of their business model. training is available.
This viewpoint was particularly common amongst
continental European companies, pointing to a Data ethics & digital transformation. As
divergence in sustainability approaches between media content increasingly digitizes and more
the continent and the UK. data is gathered, the storage and use of that data
is of higher concern. This includes issues around
Green production. Green production has Data privacy (see above), but also the ethical use
been a focus area for the broadcast industry, of Artificial Intelligence (AI). The media sector
with albert certification gaining greater is expected to invest most heavily in AI over the
adoption. Set up in 2011, over 1,300 production next few years, alongside retail, banking and
companies used the tool, calculating over 7,500 government. Concerns around the ethical use
production footprints. Albert also awarded 268 of AI include ensuring that programmes aren’t
certificates in 2019-20, certifying productions encoded with structural biases, either consciously
for measuring and reducing their environmental or unconsciously, as the technology plays an
footprint. Meanwhile advertising production increasing role in employment, financial services,
has its own ‘green’ movement. In the UK, the health, and medicine. Organisations such as the
Advertising Association has put its support behind Conscious Advertising Network focus on these
AdGreen, an initiative to raise awareness and emerging questions.
understanding of waste and carbon emissions and
how to manage them. AdGreen has published a
sector-specific carbon calculator.

Media Materiality Report 2022 13

 Low-carbon transition. The transition to members of society and those without access to Intergovernmental Science-Policy Platform on
a low-carbon economy which has started in digital technologies or fast broadband. As more Biodiversity and Ecosystem Services (IPBES).
response to Climate change is expected to have media content moves online, companies have Other parts of the media sector may have a
far-reaching consequences for all companies a vested interest to ensure their audiences can relatively footprint but there’s an opportunity
and industries. A Deloitte report finds that if continue to consume their content. In the UK, – and responsibility – to raise awareness about
the transition materialises, companies whose Ofcom’s Online Nation report found that 6% biodiversity loss through content.
business models won’t adapt and thrive in a of households do not have access to internet,
low-carbon world stand to lose market share or with 18% of those being over the age of 64 and Treatment of freelancers. Freelancers are
even go out of business completely. Conversely, 11% from lower social-economic backgrounds. a particular area of concern within media’s
those with highly adapted and resilient low- A whopping one-fifth of UK adults were found human rights-related risks. Many of the workers
carbon business models stand to gain. While this to be digitally disadvantaged according to a on film productions – such as security, catering,
is a lesser concern for media companies than for study by Lloyds Bank and the Department of cleaning – are freelance, as are many workers in
for Oil & Gas, Extractives or Automotive, there Education. publisher’s supply chains – typesetters, copy-
is still work to do, particularly in commodity- editors, editors. Freelancers tend to have less
heavy industries such as publishing (paper is Nature & biodiversity. Corporate impacts protections and are more at risk of labour and
the seventh most emissions intensive industry on nature and biodiversity loss are the next big human rights violations, such as being paid
in Europe according to a European Parliament environmental frontier, after Climate change. below the legal minimum wage, long working
study) and in upstream supply chains. Significant work is currently being undertaken hours, and risks to personal safety. As such, the
to develop reporting frameworks and validation increase in human rights as an issue for media
Media and information literacy. Media and standards for corporate nature targets, through companies has also led to increased focus on
Information Literacy refers to digital literacy, the Taskforce on Nature-related Financial treatment of freelancers.
digital access and inclusion. Digital literacy Disclosures (TNFD), which expects to publish its
refers to the ability of people to use digital recommendations by the mid-2023, and the
services and technologies. The digital divide Science-Based Targets for Nature. Paper is
became clearly visible when the COVID-19 in focus for its contribution to deforestation,
pandemic and subsequent lockdowns forced which itself is a leading cause of biodiversity
communication online and excluded many older loss according to a recent report by the

Media Materiality Report 2022 14

 Conclusion
We hope this materiality assessment is a useful It remains difficult to capture all that
snapshot of what’s important for responsible is material to each individual media sub-sector.
media companies in these dynamic and This report highlights themes that came up
volatile times. Since our last report three repeatedly across our research. The research
years ago, media has been responding to included companies and stakeholders based
significant change. in the UK, Europe, and North America, so we
believe these findings go some way towards
COVID-19 presented logistical and financial globally applicability. However this report does
challenges to the entire sector, whilst reminding not replace the need for media companies to
all stakeholders of the importance of a healthy conduct their own materiality assessments;
media ecosystem for a resilient, well-informed rather, we hope it encourages individual
society and rapid change. company specific assessments and provides a
helpful starting point.
The tragic murder of George Floyd in Summer
2020 and the Black Lives Matter protests that Media will play an important and unique role as
followed reinvigorated the conversation on we strive to deliver a more sustainable world.
diversity, equity & inclusion and led to The sector faces increasing societal and
emboldened efforts in this area from media regulatory expectations. As the news provider,
companies – both in relation to their workforce storyteller, truth teller and platform for
and the inclusivity of the content they produce. connection in modern society, the sector will
need to stay abreast of the issues that matter
Meanwhile with the need for action on most, to ensure it can continue playing an
climate change more urgent, pressures from effective role in questioning existing practices
governments, investors, and employees have and structures, campaigning on specific issues,
led companies to develop more mature and inspiring people, silencing, or amplifying certain
systematic approaches to managing their own voices or topics, and normalising
climate impacts whether present or future. sustainable behaviours.
At the same time, increasing expectations
from consumers have led media companies
to integrate climate narratives across their
content portfolios.

Media Materiality Report 2022 15

 Acknowledgements
We would like to express our heartfelt thanks to the following people
for their time and insights:

• Anna Lungley, Chief Sustainability Officer & Rowena Mearley, Global Policy & Advocacy Director –
Social Impact & Sustainability, dentsu international
• Barbara Kutscher, Senior Director Corporate Responsibility & Kristina Rehm, Corporate
Responsibility Manager, Bertelsmann
• Britt Nilsen, Head of Sustainability & Markus Ahlberg, Head of Sustainable Business Development,
Schibsted
• David Pitt-Watson, former Co-Chair, United Nations Environment Programme Finance Initiative &
Visiting Fellow, Cambridge Judge Business School
• Greg Waters, Associate Director of Research & Sam Wallace, Analyst, Technology &
Communications Sector lead, SASB
• Hemini Mehta, Sustainability Lead, European Broadcasting Union
• Jeremy Mathieu, Senior Sustainability Manager, ITV
• Laurie Laybourn-Langton, Associate Fellow, IPPR
• Marcus Werner-Blank, Head of Sustainability, Axel Springer
• Nathan Fabian, Chief Responsible Investment Officer, UN Principles for Responsible Investment
• Robert McCann, Head of Environment, Climate and Nature & Phoebe Whittome, Sustainability
Manager, Virgin Media O2
• Vikki Cook, Director, Content Media Policy, Ofcom

Media Materiality Report 2022 16

Media Materiality Report 2022 17