16 May '12, 1pm

What is the media's 'brainprint' for sustainability?: The Global Reporting Initiative has recently come out with...

What is the media's 'brainprint' for sustainability?: The Global Reporting Initiative has recently come out with...

"Media companies have a unique role to play in the sustainability field," said Marjolein Baghuis, the GRI's director of communications and network relations. "Not only can they manage their direct impacts [like carbon emissions, water and paper usage, energy consumption and staff treatment], but as a key creators and distributors of content, media companies also have an influence on what and how people think (the so-called brainprint ), which is a large responsibility to bear." While some major media companies have dipped their toes in sustainability waters, many have yet to adopt comprehensive policies that reach deep into company practices. "Several companies in the media sector already create a sustainability report, but many of those only cover the direct impacts, mostly in the environmental and social areas. They do not cover the indirect impacts," Baghuis said. Media...

Full article: http://www.greenbiz.com/blog/2012/05/14/what-medias-brain...

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