INDIAN INSTITUTE OF MANAGEMENT ROHTAK

INTERNAL ASSESSMENT

OF

Systems,Sustainability
and Social Justice

SUSTAINABILITY IN ENTERTAINMENT AND MEDIA INDUSTRY

SUBMITTED TO: SUBMITTED BY: (GROUP: 08)

Dr. Manish Anand 1. Aadithya R Chandran (IPL01001)
2. Aryamaan Gupta (IPL01024)
3. Disha Kar (IPL01038)
4. Harman Kaur (IPL01047)
5. Ishu Yadav (IPL01049)

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INTRODUCTION

The entertainment industry, a glittering realm of creativity and spectacle, has historically
enthralled audiences worldwide with its ability to weave compelling narratives, deliver heart-
pounding live performances, and offer on-demand content through digital platforms. From the
enchanting allure of film production, the electrifying energy of live concerts, to the
convenience and diversity of streaming services, this multifaceted sector is celebrated for its
capacity to bring joy, insight, and inspiration to countless individuals. Yet, beneath the dazzling
facade of fame and stardom, there exists a shadowy reality often eclipsed by the limelight: the
substantial and far-reaching environmental impact of the entertainment industry.
This impact spans a broad spectrum, with each facet of the industry leaving its distinctive mark
on the planet. Film production, a cornerstone of th industry, is notorious for its substantial
carbon footprint. The creation of elaborate sets, transportation of cast and crew, and energy-
intensive post-production processes all contribute to this ecological strain. Live concerts, on
the other hand, are energy-demanding spectacles, consuming vast amounts of electricity and
generating considerable waste in the form of single-use plastics and discarded promotional
materials. Streaming services, despite their digital nature, rely on vast data centres with high
energy requirements, not to mention the production and disposal of electronic devices used for
access.
This environmental impact isn't confined to a singular locale; it resonates on both local and
global scales. In local communities, the construction of film sets and hosting of large-scale
concerts can strain natural resources, impact local ecosystems, and increase pollution. On a
global scale, the carbon emissions from film production, the energy demands of live events,
and the massive data centres required for streaming services collectively contribute to climate
change, exacerbate resource depletion, and elevate pollution levels.
However, it is not all grim news. With the growing awareness of climate change and
environmental degradation, the entertainment industry is witnessing the emergence of various
sustainability initiatives designed to mitigate its ecological footprint. These initiatives span the
entire spectrum of entertainment, from eco-friendly and energy-efficient film production
practices to green concert tours that prioritise sustainable logistics and the reduction of waste.
Streaming services, too, are making strides to minimise their carbon footprint through
investments in renewable energy and improved energy efficiency within data centres.
This exploration endeavours to cast a spotlight on the multifaceted environmental
repercussions of the entertainment industry while also highlighting the promising sustainability

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initiatives that are taking root. By doing so, we aim to inspire a fundamental shift towards a
more sustainable and eco-conscious future for the entertainment industry. This transformation
is not just a moral imperative but also a powerful opportunity for the industry to set an inspiring
example, both locally and globally, in the collective effort to combat climate change and
environmental degradation.

System Thinking in Media & Entertainment Industry

System thinking is a profound and influential concept that has found increasing relevance
within the entertainment and media industry. It offers a holistic framework for understanding
the complex, interconnected dynamics at play in this multifaceted sector, which includes film
production, broadcasting, content creation, digital platforms, and live events. In essence,
system thinking allows industry professionals to view the entertainment and media landscape
as a dynamic ecosystem, where every element, no matter how minute, has the potential to
influence the entire system.

Fundamental Principles of System Thinking in Entertainment and Media:

Interconnectedness: System thinking underscores the interconnected nature of the various

components within the entertainment and media industry. All elements, such as production,
distribution, audience engagement, and market dynamics, are interdependent. A change in one
component can have far-reaching effects on others.
Feedback Loops: Feedback loops are central to system thinking. They represent the
mechanisms by which changes and actions within the system are perpetuated or adjusted. For
instance, audience reactions to a particular film or content can significantly influence future
content creation and marketing strategies.
Emergence: Systems often exhibit emergent properties, which are characteristics or
behaviours that arise from the interactions of the system's components. In the entertainment
and media industry, emergent properties might manifest as trends, cultural shifts, or audience
behaviours that cannot be attributed to a single cause but result from the complex interplay of
various factors.

System thinking plays a vital role in advancing sustainability in the media and entertainment
industry. It enables a holistic perspective that considers the interconnected elements of content
creation, distribution, and audience engagement. By analyzing the environmental impact of the

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entire content lifecycle, from production to delivery, system thinking allows the industry to
reduce carbon footprints, minimize waste, and make informed decisions regarding sustainable
sourcing and responsible procurement practices. This approach also fosters greater community
engagement and awareness, addressing not only environmental but also social sustainability
concerns within the industry. System thinking is instrumental in promoting a more
comprehensive and environmentally responsible approach in media and entertainment,
aligning the sector with global sustainability efforts.

Design Thinking in Media & Entertainment Industry

Design thinking is a versatile and highly influential methodology that has found an ever-
increasing application within the entertainment and media industry. At its core, design thinking
represents a human-centred, problem-solving approach that emphasises empathy, creativity,
and iterative processes. In the context of entertainment and media, design thinking serves as a
valuable framework for developing innovative and audience-centric solutions, encompassing
film production, content creation, digital platforms, and interactive experiences.

Key Principles of Design Thinking in Entertainment and Media:

Empathise: Understanding the needs, desires, and preferences of the audience is paramount.
Design thinkers immerse themselves in the audience's perspective to gain profound insights,
often through research, interviews, and observation.
Define: This phase involves precisely defining the challenges and problems to be addressed.
In entertainment and media, this might involve identifying audience engagement issues,
content quality concerns, or distribution challenges.
Ideate: Ideation is the creative phase where multidisciplinary teams generate a wide range of
potential solutions. In the context of the entertainment and media industry, this could include
brainstorming innovative content ideas, marketing strategies, or ways to enhance the viewer
experience.
Prototype: Design thinking encourages the rapid creation of prototypes or mock-ups. In media
and entertainment, this might involve creating sample content, developing user interface mock-
ups, or designing pilot programs to test new ideas.
Test: Prototypes are tested with real audiences or users, and their feedback is gathered. This
testing phase is crucial for refining concepts and ensuring that they genuinely resonate with the
audience.

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Iterate: The design thinking process is highly iterative. Insights gained from testing are used
to refine and improve the solutions continuously. The iterative nature allows for ongoing
enhancements and adaptation.

Design thinking has a significant role to play in promoting sustainability within the media
and entertainment industry. By focusing on user-centered solutions, it encourages the
development of eco-friendly practices in various aspects of the industry. This includes the
design of energy-efficient digital platforms and interfaces, the creation of content that raises
environmental awareness, and the development of sustainable production and distribution
strategies. Design thinking enables the industry to address sustainability challenges by
understanding user needs, ideating innovative solutions, and iterating to ensure that both
content and operations align with ecological responsibility, thereby fostering a more
environmentally conscious and sustainable media and entertainment sector.

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ENVIRONMENTAL CONCERNS IN MEDIA AND ENTERTAINMENT INDUSTRY
The film and media industry, while a source of inspiration, entertainment, and cultural
reflection, is not without its environmental concerns. It's an industry that brings imagination to
life but often leaves an ecological footprint that deserves our scrutiny. The media and
entertainment industry, like many others, faces various environmental concerns. These
concerns are associated with the production and distribution of content, the energy
consumption of data centers and studios, and the broader sustainability aspects. Here are some
key environmental concerns in the media and entertainment industry with specific data and a
focus on sustainability.

Energy Consumption
The energy consumption in the media and entertainment industry relates to the electricity and
power required for various operations, including data centers, studios, and equipment.
The Indian film industry, especially in Bollywood, often relies on powerful lighting and air
conditioning systems for indoor shooting, which consumes a significant amount of electricity.
Blockbuster films with budgets of over $70 million produce an average of 2,840 ton of CO2
per production (it takes 3,700 acres of forest to absorb the equivalent in a year).
E-Waste:
E-waste refers to electronic waste generated by the media and entertainment industry due to
the constant upgrading of devices and equipment. In 2019, the world generated approximately
53.6 million metric tons of electronic waste, with only 17.4% being recycled.
Waste Generation:
Film sets generate a considerable amount of waste, including discarded sets, props, and
costumes. Proper disposal and recycling of these materials are often neglected.On a production
set, several copies of the all-important script are printed on paper and throwaway plastic is
often used to keep the cast and crew fed and hydrated
Air and Water Pollution:
The use of pyrotechnics and explosives in action sequences can lead to air pollution, while
water-intensive scenes can strain local water resources.The Bollywood film industry, known
for its extravagant action sequences, often uses pyrotechnics and explosives in films like
"Don 2," contributing to air pollution.
Carbon Footprint:
The use of carbon-intensive special effects, such as explosions and pyrotechnics, can
significantly increase a production's carbon footprint. These effects often require the burning

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of fossil fuels or the release of greenhouse gases. Blockbuster films with budgets of over $70
million produce an average of 2,840 ton of CO2 per production (it takes 3,700 acres of forest
to absorb the equivalent in a year).
The film and media industry, a source of creativity and culture, raises environmental
concerns..Sustainability is vital, requiring eco-friendly practices, energy reduction, responsible
waste management, and decreased carbon emissions. Through awareness and cooperation, the
industry can inspire, entertain, and reflect culture while minimizing its environmental footprint.

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LIGHTS, CAMERA, CLIMATE ACTION
In an era where environmental consciousness is becoming increasingly paramount, the media
and entertainment industry has been making strides towards a greener future. Various
initiatives have emerged to address the environmental challenges posed by film and television
production, streaming services, and the industry as a whole. These initiatives are interconnected
and together contribute to a more sustainable media landscape.

One prominent initiative embraced by media companies and studios is the adoption of
Green Production Certification Programs-

These programs provide comprehensive guidelines and resources for sustainable practices
during filming, covering aspects such as energy use, waste reduction, transportation, and
responsible sourcing. By adhering to these programs, the media industry can significantly
reduce its carbon emissions and environmental impact. Productions that have adopted these
initiatives have observed notable reductions in energy consumption, waste generation, and
resource use. For instance, the Green Production Guide by the Producers Guild of America
(PGA) offers resources and best practices for sustainable film and television production, and
major studios like Warner Bros. have utilized these guidelines to make their productions more
eco-friendly.

Sustainability efforts also extend to streaming platforms-

These services are working to minimize their carbon footprint and promote sustainability by
powering data centers with renewable energy, optimizing content delivery networks to reduce
energy consumption, and developing eco-friendly hardware for streaming devices. As
streaming continues to grow in popularity, taking a greener approach can significantly mitigate
its environmental impact. A notable example of this is Netflix, one of the world's largest
streaming services, which has committed to achieving net-zero emissions by the end of 2022.
They are investing in renewable energy projects, enhancing energy efficiency, and using their
platform to educate viewers about sustainability through documentaries like "Our Planet."

Carbon neutrality is another proactive approach taken by some film and television
productions-
These productions calculate their carbon emissions, including factors like travel, electricity,
and construction, and then invest in renewable energy projects and conservation initiatives to

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balance out these emissions. This not only reduces the industry's carbon footprint but also
contributes to global efforts to combat climate change. The HBO series "Chernobyl" serves as
a notable example of a carbon-neutral production, where the production team calculated the
show's carbon emissions and purchased carbon offsets to mitigate their environmental impact.
This initiative not only reduced the series' carbon footprint but also raised awareness about
carbon neutrality in the industry.

Another rising green initiative in the media industry is the promotion of virtual
production and digital effects to reduce the need for physical sets and locations-
Virtual production involves the use of advanced technologies like LED walls and virtual reality
to create realistic backgrounds and environments for filming. This approach significantly
reduces the carbon footprint associated with travel to various locations, construction of physical
sets, and the use of resources like wood and materials. Virtual production not only offers
environmental benefits but also provides cost savings and greater creative flexibility for
filmmakers. This initiative aligns with the industry's commitment to sustainability and is
gaining traction as technology advancements make virtual production more accessible and
efficient. By reducing the reliance on physical sets and locations, the media industry can make
substantial progress in minimising its environmental impact and moving towards a more eco-
friendly future.

These initiatives within the media and entertainment industry collectively illustrate a growing
commitment to sustainability. By implementing green production certification programs,
promoting sustainability in streaming services, and striving for carbon neutrality in
productions, the industry is moving towards a more eco-conscious future. These interconnected
efforts are not only reducing the industry's environmental impact but also setting a positive
example for other sectors to follow in addressing their own sustainability challenges.

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FUTURE TRENDS FOR SUSTAINABILITY IN ENTERTAINMENT AND
MEDIA INDUSTRY

The entertainment and media industry is undergoing a profound transformation driven by the
urgent need for sustainability. With environmental concerns taking center stage, the industry is
adapting to a greener future. In this essay, we will explore five significant trends that are
shaping the sustainable landscape in entertainment and media: Carbon Offset and Removal
Technologies, Eco-Friendly Streaming Services, Eco-Friendly Content Creation, Blockchain
for Transparency, and Green Filming Locations.

Carbon Offset and Removal Technologies:

One of the most promising trends in the entertainment industry is the integration of carbon
offset and removal technologies. As the industry is notorious for its carbon footprint,
innovations in carbon capture and storage are becoming essential. Carbon offset initiatives
involve compensating for emissions by investing in environmental projects. This can include
reforestation efforts, renewable energy projects, and carbon sequestration methods.
Furthermore, research into advanced carbon removal technologies, such as Direct Air Capture
(DAC) and enhanced afforestation techniques, is on the rise. These innovations have the
potential to revolutionize the industry by making it more environmentally responsible.

A notable real-life example of carbon offset and removal technologies in the entertainment
industry is Netflix's commitment to becoming carbon neutral. Netflix announced plans to
achieve carbon neutrality by investing in carbon offset initiatives, including renewable energy
projects and reforestation efforts. Additionally, the company has expressed interest in advanced
carbon removal technologies like Direct Air Capture (DAC), showcasing the industry's
proactive approach to mitigating its carbon footprint and promoting environmental
sustainability.

Eco-Friendly Streaming Services:

The rise of digital media has significantly increased the demand for streaming services,
leading to a surge in data centers and energy consumption. To counteract this, the industry is
leaning towards eco-friendly streaming services. Companies are investing in renewable
energy sources to power their data centers, reducing their reliance on fossil fuels.
Additionally, optimizing algorithms to reduce data transmission and encouraging users to

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lower their streaming quality can significantly decrease the energy usage associated with
streaming. These eco-friendly practices are not only reducing the industry's environmental
impact but also setting new standards for sustainability.

A prime example of an eco-friendly streaming service is Netflix. In recent years, Netflix has
made substantial efforts to reduce its environmental impact. The company committed to using
100% renewable energy to power its global operations. This includes its vast network of data
centers that deliver content to millions of viewers worldwide. By transitioning to renewable
energy sources like wind and solar power, Netflix has significantly decreased its reliance on
fossil fuels, thereby reducing its carbon footprint.

Additionally, Netflix has focused on optimizing its streaming algorithms to minimize data
transmission. By delivering content more efficiently, the company reduces the energy required
for data processing and transmission. Furthermore, Netflix encourages users to adjust their
streaming quality based on their internet connection, allowing users to reduce the resolution
and, consequently, decrease energy usage.

These eco-friendly practices adopted by Netflix serve as a testament to the streaming industry's
commitment to sustainability, setting a benchmark for other streaming platforms to follow suit.

Eco-Friendly Content Creation:

Content creation itself is undergoing a green revolution. From film production to animation
studios, there is a growing emphasis on eco-friendly practices. This includes using
biodegradable materials for props and sets, employing energy-efficient lighting and
equipment, and adopting sustainable production methods. Furthermore, the industry is
exploring the use of virtual reality (VR) and augmented reality (AR) technologies for
immersive experiences, eliminating the need for physical sets and reducing waste. By
embracing these practices, the entertainment and media sector is paving the way for a more
sustainable future in content creation.

One real-life example of the green revolution in content creation comes from Disney's Pixar
Animation Studios. Pixar has been a frontrunner in adopting eco-friendly practices in
animation. They have embraced the use of biodegradable materials for props and sets, reducing
the environmental impact of their productions. Moreover, the studio has transitioned to energy-
efficient lighting and equipment, minimizing energy consumption during animation processes.
Pixar has also explored virtual reality (VR) and augmented reality (AR) technologies for

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immersive experiences, reducing the need for physical sets and decreasing waste. Through
these initiatives, Pixar is leading the way in sustainable content creation, showcasing a
commitment to environmental responsibility in the entertainment industry.

Blockchain for Transparency:

Blockchain technology is playing a pivotal role in enhancing transparency within the
entertainment and media industry. In the realm of sustainability, blockchain is being used to
verify and authenticate eco-friendly initiatives. For instance, it can validate carbon offset
projects, ensuring that investments are genuinely contributing to environmental conservation.
Additionally, blockchain provides a transparent royalty payment system for artists and
content creators, ensuring fair compensation. By eliminating intermediaries and ensuring
traceability, blockchain technology is fostering trust and accountability within the industry.

A real-life example of blockchain technology enhancing transparency in the entertainment and

media industry can be seen in SingularDTV, a blockchain-based entertainment studio.
SingularDTV uses blockchain to provide transparent royalty payments to artists and creators.
Through smart contracts, artists receive direct and fair compensation based on the usage of
their content. This eliminates the need for intermediaries and ensures that artists are
compensated accurately and promptly. Additionally, blockchain technology is utilized to
validate and authenticate eco-friendly initiatives, including carbon offset projects. This
verification process ensures that investments made in environmental conservation projects are
genuine, fostering trust and accountability within the industry.

Green Filming Locations:

The choice of filming locations has a significant impact on the environment. The industry is
increasingly opting for green filming locations that promote sustainability. This trend
involves selecting sites that are eco-friendly, minimizing disruption to local ecosystems, and
supporting local communities. Filming in such locations not only reduces the environmental
impact but also generates positive social and economic outcomes. Moreover, these green
locations often serve as a backdrop for narratives that raise environmental awareness, further
amplifying the industry's sustainability message.

One real-life example of choosing green filming locations is the production of the movie "The
Revenant" directed by Alejandro González Iñárritu. The film, starring Leonardo DiCaprio, was
shot in remote and pristine natural locations in Canada and Argentina. The production team

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deliberately chose these sites due to their eco-friendly nature, minimizing disruption to local
ecosystems. The filmmakers collaborated closely with environmental experts to ensure that
filming activities had minimal impact on the environment, preserving the natural beauty of the
landscapes.

By selecting these green filming locations, the production not only reduced its environmental
footprint but also contributed to local economies by hiring local staff and supporting nearby
communities. Additionally, the breathtaking natural scenery depicted in the film served as a
powerful backdrop for the narrative, emphasizing the importance of environmental
conservation and raising awareness about the fragility of the Earth's ecosystems. This example
highlights how conscious choices in filming locations can support sustainability, foster local
development, and amplify environmental messages in the entertainment industry.

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CASE STUDY: A LOOK INTO YASH RAJ FILMS

Yash Raj Films (YRF) is one of India's largest and most renowned film production companies,
known for producing blockbuster Bollywood movies. As the Indian film industry grew and
concerns about environmental impact heightened, YRF faced significant sustainability
challenges in its film production processes.

Yash Raj Films (YRF), a prominent Bollywood film production company, embarked on a
transformative journey to address sustainability challenges that had become increasingly
prevalent in the entertainment industry.

These challenges were multifaceted, encompassing energy consumption, waste

generation, resource use, and community impact.

Energy consumption was a major concern for YRF, as film production relies heavily on
electricity for lighting, air conditioning, and equipment. This resulted in substantial carbon
emissions, which not only impacted the environment but also incurred significant operational
costs. The excessive use of energy was a critical issue that needed to be addressed as part of
YRF's sustainability journey.

Waste generation was another significant challenge. Film sets produced large volumes of
waste, including props, costumes, and set materials, often ending up in landfills. This wasteful
practice not only had a detrimental effect on the environment but also presented an opportunity
to reduce operational expenses and promote a more sustainable approach.

Resource use was a critical concern in the context of YRF's film production. Sourcing
materials for sets and costumes, which often involved wood and textiles, raised concerns about
deforestation and resource depletion. To ensure the longevity and sustainability of their
industry, YRF needed to shift towards responsible procurement practices and the use of
certified, sustainable resources.

Moreover, the community impact was a challenge that could not be overlooked. Film shoots
often disrupted local communities, leading to noise pollution, inconvenience, and strained
relationships. This issue had implications beyond environmental sustainability, encompassing
social responsibility and the need to foster goodwill within the communities where YRF
operated.

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By addressing these four interconnected challenges, Yash Raj Films embarked on a
comprehensive sustainability journey that would ultimately not only enhance their
environmental responsibility but also demonstrate their commitment to the well-being of the
communities they engaged with. Through targeted strategies in energy efficiency, waste
management, responsible sourcing, and community engagement, YRF exemplified how a
holistic and interconnected approach can lead to a more wholesome and sustainable
entertainment industry.

In their efforts to address the sustainability challenges faced by Yash Raj Films (YRF),
the company took a comprehensive approach, focusing on various aspects of their film
production processes.

These initiatives were interconnected and played a crucial role in achieving their sustainability
goals.
To begin, YRF prioritized energy efficiency as a fundamental element of their sustainability
strategy. They invested in energy-efficient lighting and HVAC systems for film sets,
significantly reducing electricity consumption during shoots. This not only helped lower their
operational costs but also had a positive impact on the environment by reducing their carbon
footprint. Energy efficiency improvements were just one part of YRF's broader strategy.

Waste management was another significant area where YRF made substantial changes. The
company initiated comprehensive waste management programs on their film sets, emphasizing
recycling, reusing materials, and proper disposal. Moreover, YRF went a step further by
donating unused props and costumes to local charities. These efforts led to a significant
reduction in waste generation on sets, diverting materials from landfills and demonstrating their
commitment to responsible resource management.

In terms of sourcing materials for their productions, YRF embraced sustainable practices.
They began sourcing wood and textiles from sustainable and certified sources, ensuring that
their procurement practices were responsible and environmentally friendly. By doing so, YRF
not only contributed to the conservation of forests but also set an example for the film industry
by promoting responsible procurement practices.

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In recognition of the impact their film shoots had on local communities, YRF engaged closely
with these communities to minimise disruptions. They compensated for any inconveniences
caused, which, in turn, led to better relations with local communities. This community
engagement was a vital aspect of YRF's sustainability strategy, as it not only reduced
disruptions but also fostered goodwill and social responsibility.

Collectively, these initiatives formed a holistic and interconnected approach to sustainability

for Yash Raj Films. By addressing energy consumption, waste generation, sustainable
sourcing, and community engagement as part of an integrated strategy, YRF demonstrated how
a well-rounded approach could create a more wholesome and sustainable film production
industry. This approach showcased the company's commitment to responsible environmental
practices and community well-being while setting a positive example for the broader
entertainment industry.

In response to these challenges, YRF adopted a holistic systems approach to address

sustainability issues.

This approach allowed them to take interconnected actions that would have far-reaching
positive effects. By focusing on sustainability as a system, YRF made significant strides in
reducing their environmental footprint and enhancing their relationships with local
communities and stakeholders.

One key aspect of the systems approach was identifying leverage points within their
production process. YRF recognized that by investing in energy-efficient lighting and HVAC
systems, they not only reduced energy consumption but also lowered operating costs and
emissions. These investments served as catalysts for change, showing how improvements in
one area could have cascading effects throughout their operations.

Feedback loops played a crucial role in YRF's sustainability initiatives. They understood that
changes in one aspect of their production process could have both direct and indirect
consequences. For example, reducing waste not only diverted materials from landfills but also
lowered disposal costs and improved their reputation in the industry. These interconnected
feedback loops illustrated the importance of a comprehensive approach to sustainability.

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Furthermore, YRF's systems approach involved engaging with stakeholders, such as local
communities and suppliers. Collaborating with these parties allowed YRF to gain a deeper
understanding of the broader system in which they operated. By considering the interests and
concerns of various stakeholders, YRF could make informed, sustainable decisions that
benefited both their organisation and the communities they worked in.

In summary, Yash Raj Films' embrace of a systems approach allowed them to tackle
sustainability as a holistic and interconnected challenge. This approach emphasized the need
for a long-term perspective and a deep understanding of the broader system, ultimately leading
to positive and lasting change within the organization and the industry. By addressing energy
consumption, waste generation, resource use, and community impacts as part of an
interconnected system, YRF showcased how a comprehensive sustainability strategy can create
a more wholesome and sustainable future for the film production industry.

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Sustainable Development, 17(2), 176-191.
3. Richard Whittington, 2022, How Film Production Is Becoming More Sustainable And
Profitable, https://www.forbes.com/sites/sap/2022/02/28/how-film-production-is-
becoming-more-sustainable-and-profitable/?sh=5c2ea9945bad

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