While recognising that many artists' work contains an element of social awareness, Sophie Jerram of the Sustainable Business Network says much more can be done to lessen the creative sector's impact on the environment. Interview by Isaac Davison.

Image: Do you really need that new iMac? The average desktop computer requires at least 10 times its weight in fossil fuels and chemicals to manufacture.While recognising that many artists' work contains an element of social awareness, Sophie Jerram of the Sustainable Business Network says much more can be done to lessen the creative sector's impact on the environment. Interview by Isaac Davison.

Image: Do you really need that new iMac? The average desktop computer requires at least 10 times its weight in fossil fuels and chemicals to manufacture.Isaac Davison: Is the creative sector generally more socially responsible than other industries?
Sophie Jerram: I used to work quite heavily in the arts, and while the work that artists do may contain an element of social awareness, that may not be reflected in their business practice. Some arts organisations think they can get away with murder because they are underfunded, like NGOs and therefore can get away with paying employees less. So, to some degree, there may be an illusion of doing 'good' in the creative sector.

A recent University of California study showed that Hollywood is the second largest polluter in its region. It stated that people recognise the creative side of film-making, but not what it takes to 'produce the product'. What do you think?
I totally agree. I do not have a lot of experience in film, but I feel it is quite a wasteful industry.

However, overseas there is a group of people, including Robert de Niro, who are encouraging carbon offsetting - the practice of planting a certain number of trees to compensate for the amount of carbon dispensed during filming. In a way, it would be better not to dispense carbon in the first place! And it is believed that once trees reach a certain point they end up emitting carbon themselves. So carbon offsetting is not a perfect resolution.

Locally, South Pacific Pictures with SPADA, Landcare research and many others have are involved in a 'greening the screen' initiative. It's an excellent programme considering wastage on the set, in the office and even making film characters more environmentally considerate!

Is the creative sector easier to turn green?
I think the creative sector is more open to ideas. If shown how to be sustainable, I think arts organisations are more likely to embrace the methods. It is a matter of stepping back from the hard work they are doing, and putting systems in place.

The primary aim is not to be pulling any more out of the earth. We have a lot of junk which can be transformed to good use, and the creative sector should be creating a dream, a vision of what life could look like.

A common debate is whether it is easier for a small or large business to make a shift to more sustainable practices. The small business has a small culture - but there is more resentment if anyone is against change. Whereas a large corporation can make orders from the top down - whether it be double-sided photocopying and composted waste. So both have their advantages.

But I would say that the Arts are just ripe for change. Many artists are simply not as wealthy. They are not, say, travelling to board meetings in a helicopter - so they have a natural parsimony.

Which local creative businesses have the best initiatives?
I can think of several in Wellington. Design company Alto won the Get Sustainable Challenge for their initiative of giving staff members Fridays off for personal development and creative time.

Squiz (formerly absolutely.co.nz) is a software management and web design firm who have basically turned themselves around in mid-air. They do triple bottom line reporting - instead of just measuring annual profit and loss, they look at social and environmental profits and losses as well. Squiz have also started initiatives like going to the refugee centre and seeing if they could employ skilled people, who may struggle otherwise because of their poor English. The company looks outside the square to see how they can integrate more fully into communities.

Several large Arts organisations have approached us to help them with energy saving -

So do industries always approach the Sustainable Business Network, or do you actively seek out businesses?
Most people approach us. But we did approach Stagecoach, and pursued them hotly, because we want to promote public transport. We suggested some improvements they could make to their service. We knew that intrinsically SBN and Stagecoach had some shared values.

What events inspired the formation of the Sustainable Business Network?
SBN was set up by some keen business people who did not want to be part of mainstream business organisations. Chris Morrison, who established Phoenix Organics, is one of SBN's founders. He wanted to connect with other like-minded people who were taking a broader, more holistic approach to business.

What are the difficulties for creative industries becoming green?
Habit is a problem - some people fear change, and find denial easier. But once an organization is shown how to change direction, its philosophy changes, and some sort of permanent shift is enacted. You don't see many organizations go backwards - they are unlikely to suddenly get lazy and leave all their lights on, for example. Once a business has made the move to sustainable ways, it's easy to see continuous improvements.

But I cannot see many difficulties which restrict just the creative sector.

One thing that can cripple a creative industry is if they are so financially stretched that they don't feel they can look up. It is a luxury for a business to be able to consider its philosophy and behaviour. That is why it is best to have sustainability built into your ethos from the start.

How could The Big Idea improve its sustainability?
One tip, which isn't necessarily limited to The Big Idea, is to recycle computers. It is so easy to upgrade old computers. I use a Dell computer which looks ancient, but because of upgrades, is the fastest computer I've ever used. I think it is important to seek new ideas, and not just the new.

Sustainable Business Network

Also check out the summary of the Stern Report on the economics of climate change.