My forecast for Sustainable Media Practices in 2026

We are officially two feet into 2026, and I’ve been fortunate enough to have dived into shooting and producing some epic new projects already. Within those productions, I couldn’t help but notice some reoccurring themes jumping out at my sustainability-minded brain, and it got me thinking - was 2026 finally going to be the turnaround year for campaigns and productions to become more sustainable? The themes within production set-up, casting and formatting told me that YES, I think we’re finally seeing some golden light shining, not just from the on set Amarans, but also from the media industry in terms of more sustainable production practices.

Now before I dive into those observations and my subsequent predictions, let me first discuss what I mean when I say “sustainable media production.” The term “sustainability” can be rather vague, or be applied in a greenwashing way, so I want to be very clear that when I’m talking about “sustainability”, I’m addressing the entirety of media production as a whole. This means I will be discussing not just energy-efficiency, waste-reduction and environmental practices, but also the human element of sustainable media production; diverse and equitable casting, the use of locally-based creatives and crews, and choosing narratives that highlight authentic experiences and regenerative mindsets.

What my forecast excludes is anything beyond the scope of media production (because that’s a separate topic in it’s own right and deserves a separate blog post discussing it), meaning product development, material sourcing, or brand/company practices that are outside of marketing and media production. For example, my discussion of sustainability for this article DOES include the conversation about ethical and diverse casting for campaigns, but it DOES NOT include hiring practices within a brand or company. Again, it’s important to have these distinctions because a brand/company can be operating in a sustainable manner outside of media production, but not necessarily within media production (and vice versa).

What my sustainability forecasts include are discussions of how, why and with what intention media (specifically commercial/marketing photoshoots and video campaigns) are being created. The reason that these two concepts can coexist side by side (i.e. a brand that is, in essence sustainable but creating marketing and media that IS NOT sustainable), is because media creation is often outsourced or dismissed as inherently unsustainable because “that’s the business kid.” However, I have immense hope that the newest generation of creatives and media producers are already identifying these unsustainable practices and are working towards building a more socially and environmentally responsible media sector for the future.

So now that we’ve determined what kind of sustainability we’ll be discussing, let me dive into my predictions of what sustainable media production practices I think will gain momentum in the upcoming year:

FORECAST 1:

Brands and companies are going to be more transparent with their “good, bad and uglies” - as well as more transparent about their methods in working towards more sustainable campaigns.

The demand for brand accountability is growing every year and it’s clear that consumers are craving truth, not empty fluff, in terms of the media they’re tuning into. This doesn’t mean that companies and brands have to be 100% sustainable in their media production, but it does mean that they have to be honest about it if they want to curry favor and build trust with their target audiences. For example, if a company has a history of inequitable casting for their campaigns in terms of size, race, gender/gender-expression or age, trying to erase or deny that past and working towards more sustainable and equitable casting will be seen by their target audience in a detrimental light. However, if they discuss their previous casting choices and the lessons they have learned that they will be implementing going forward (and then back it up with actionable steps), their transparency will be reflected in trust gained, more brand confidence and an increased willingness to view their media from their consumers.

FORECAST 2:

Social media marketing campaigns are going to trend into longer form content with emphasis on storytelling and connecting to audiences. Brands, companies and individuals are going to realize that it’s not sustainable to have quick/trending brain rot content going forward.

It’s easy to see the exhaustion we all collectively feel from short-form and trending brain rot content. From a creator standpoint, this content offers little in terms of insightful storytelling or brand selling marketing, and the demand to continuously make more of can be creatively draining. On the consumer side, this type of content and marketing is seen as addicting, intrusive and shallow - offering no meaningful connections to products or brands and leaving consumers reluctant to trust new products when everything feels like an empty ad hunting you for your money. On the flipside of this reality is the fact that social media as a marketing and media platform isn’t going anywhere anytime soon - in fact, over 53% of gen-Z consumers are using social media to watch long form content already. I forecast that in 2026 brands and companies are going to go back to producing more cinematic, longer form campaigns and commercials that are story-driven, authentic and aimed at connection rather than fast sales.

FORECAST 3:

Smaller, locally based production crews are going to be more popular this year due to outside influences such as tariffs, tax changes and, again, a craving for more authentic storytelling.

This past year was, unfortunately, the “year of the Tariff” here in Hawai’i and on the Continental USA. Not only are domestic retailers and brands hit with higher costs in manufacturing and material sourcing, the media industry is also being hit with an increase in equipment rentals, decline/difficulty in shooting abroad or collaborating with foreign teams, and economic uncertainty. The tariffs are also affecting the target audiences for campaigns and media because the rise of inflation means people are spending less money on “non-essentials”, not just on products and brands but also on entertainment and paid-for media - opting instead to consume free media. This means that brands and companies are having to be creative in terms of media production budgets. Here on the islands, for instance, I predict that companies and brands are going to be utilizing the creative teams that already have their own gear and networks on island to produce campaigns for them. Not only is this more cost effective for the client, but it also results in a silver lining of having a more locally-minded and aware crew to create the marketing material. I forecast that these small, local crews will produce media that feels more authentic, sincere and truthful to the target audiences and elicits genuine interest and connection.

FORECAST 4:

Due to both consumer and client demand, producers and production companies are going to be implementing more sustainable practices in the new year.

Goodbye tiny, single use water bottles. Farewell leaving key lights plugged in all day when not is use. Arrivederci food waste in crafty! The combination of growing audience and client awareness, along with the aforementioned squeeze of tariffs and inflation, means that production companies are going to have to be extra environmentally friendly, both on and off set in 2026. I forecast that these practices will also include an increase in researching and consulting locals in terms of location scouting, casting and cultural awareness. Although the motivations might be mixed, I’m hopeful that the positive outcomes and further education derived from these new practices will influence not just emerging creatives and production companies, but established ones as well. I predict that producers are going to be asking themselves “how can I help make this shoot more environmentally and socially sustainable” a lot more in 2026.

BONUS FORECAST 5:

Okay, this one is definitely an optimistic prediction, but I had to include it. I predict that while larger brands and companies will likely be leaning more into AI usage for productions, smaller/medium scale productions/brands/businesses will be leaning away from AI and working towards authenticity and originality to connect with their target demographic.

I was horrified to see my first AI-generated “actor” in a Youtube ad the other day, and boy did it make me rethink this forecast, but in what has been described as my “golden retriever optimism”, I have decided to plow ahead and stand by it. We are already seeing a distrust and dislike of AI generated creative and marketing campaigns due to their lack of genuine emotion, human motivation and connection. Smaller brands and creatives are also very much aware of the rampant intellectual property theft and plagiarism within AI usage, and are already leaning towards creating more authentic, creative and human-led media and storylines. Although on the surface it may seem that it’s cheaper to utilize AI to create media campaigns, a trap larger companies are already falling for, it’s clear that with consumers deeply distrusting media with any AI usage (even so much as a title to a human-written news article), companies that are pumping out AI-generated campaigns now will have to go back and create more meaningful and human-led campaigns later on to win back their target audiences. Smaller brands, production teams and creatives are already ahead of the curve in this regard, by working towards creating a deep separation from their art and campaigns, to those created using AI. In the long run, my hopeful prediction is that there is a generalized drop in AI usage globally - both outside and within the media sectors. This would be, undoubtably, an amazing win for the environment and society.

Let me know what you think of my 2026 forecasts for sustainable practices in media production in the comments. Do you agree, disagree, have a different outlook? The key takeaway is that the conversation over sustainability in the media is growing, as is the awareness in how we as an industry can do better by ourselves, our clients and the audience that we’re trying to reach. My hope for the future of media production is that we are all more intentional with what campaigns we choose to work on, how we can produce them in a way that gives back to our planet and our communities, and how we can pivot from selling unattainable aspiration to selling connection, education and lifestyle shifts.

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We hope that you found this list and guide useful and that it inspired you to think more sustainably about your next video or still production. If you need more suggestions or help, you can always send us an email to schedule a consultation.

Sustainability in the Media Industry: A series

V.1

Sustainability is a word that’s thrown around a lot these days. From legitimate, actionable plans that companies and agencies are undergoing to try and change their practices, to blatant greenwashing, it’s difficult to discern which strategies actually work, and which just look good on paper. In addition, “sustainability” can mean a lot of different things to different people. It is, in essence, a very open-ended word that encapsulates a lot of both concrete and vague concepts.

Typically sustainability is broken down into 3 different columns: economic, social and environmental. For the purposes of this site and all AITW Media LLC business dealings we define “sustainability” as the following:

“Utilizing business practices in a way that benefits and gives back to the communities wherein productions are conducted.”

By following this principal we strive to not only incorporate the local communities in our productions, but also utilize a “no trace” mentality when working in nature. This is not an easy task to achieve, especially when companies have in-house teams or are used to conducting business in certain ways. It can also be difficult to find the balance between sustainable decisions and economical ones. Although a full examination of individual brand or company production practices is too complex and specific to break down into a single blog post, we’ve put together a “quick start” guide and check list to help production teams get some ideas of how to make their next production a little more sustainable.

Let’s break these concepts down a bit further. Please note that these are broad suggestions and may need to be refined depending on the type of production you are conducting, but can still be applied in cohesion to your brand-selling ideas. The more we as an industry reframe the mentality behind media production from “creating and selling commodities” to “telling stories and serving the community”, the more authentic and valuable the resulting engagement will be.

In fact, a survey conducted by Forbes in 2022 regarding sustainability in retail found that the consumers across generations (from Baby Boomers through Gen Z) are increasingly more likely to purchase products that come from ethical and production-transparent brands (up to 90% more likely in fact). It stands to reason that consumers would be just as likely to encourage and support companies who’s sustainability practices extend into their photo and video-shoots. So how do we, as an industry, get to that place of truly sustainable media campaigns and production?

1. Source your Talent and Crew Locally

We all prefer working with folks we’ve worked with before - this is completely understandable. We trust in their skills and know that they will deliver. It might also sometimes be more economical to source someone “known” rather than looking or casting for an “unknown” when going on location with a shoot.

We’re not suggesting that you give up utilizing loyalty, preference or economical solutions within your talent and crew selections, but rather that you utilize a 75-25 approach to each on-location production. If in-house crews need to be sent on location, we suggest that you keep them at around 25% of the total number of people on the production. The remaining 75% should be cast and sourced locally as much as possible.

The reasoning behind this is that :

• It serves the community where you’re shooting by employing locals.

• You benefit from local knowledge and connections - making casting and scouting easier, less time consuming and less expensive.

• Local knowledge will enable you and your team to choose more sustainable locations - ones that are easily accessible and require less travel time and emissions.

• You build a broader network of industry folks to work with in the future

By sourcing on-location talent and crew in the 75-25 approach you ensure that the campaign actually serves the community where it’s being shot, versus simply utilizing scenery and resources without contributing to the community.

2. Research the Local Culture and History

Audiences and consumers respond to authenticity and accountability. If you’re shooting on-location and know nothing about the culture, people and history of the place where you’re shooting, you inevitably end up losing out in an authentic through-tone to your finished campaign. Even if the shoot has nothing to do with blatantly showing or describing the history or culture of the location, the location itself is often showcased in the final work, and every production team can benefit from having the entire team do some research about the place they’ll be visiting and working.

The reasoning behind this is that :

• The visiting crew and talent will have better empathy and understanding towards the local crew and talent.

• By seeking to understand the culture and history of the on-location places, the stories you tell with your imagery or videography will inevitably do better justice in portraying the location in your final work.

• Having a collaborative, learning mindset when traveling for a production is key to discovering new ideas, new angles and new stories to tell.

• Learning about the culture and history of campaign locations will help steer brands away from accidental appropriation and work towards cultural appreciation. Combined with utilizing a primarily local crew, the brand and final messaging and storyline will be richer, more authentic and sit better with your target audience.

By researching and striving to understand the culture and history of new shooting locations, your production will increase its’ capacity to tell authentic stories through its’ work, and result in a richer, more layered and more authentic final product.

3. Encourage Reusable Alternatives to Classic, Disposable Solutions

It’s not a “sustainable practices” list without mentioning the incredibly wasteful, current practices employed by many productions globally. From single-use, plastic water bottles, to a lack of proper garbage containment, to utilizing toxic hair, skin and makeup products close to waterways, to keeping vehicles running in excess during productions…the list, unfortunately, goes on.

However, there is definitely hope on the horizon in terms of rectifying many of the aforementioned, wasteful practices. Many solutions even end up saving the brands and companies money at the end of the production day, and most of them simply involve better planning in the pre-production stages.

Some easy changes you and your team can make in pre-production and during the shoot itself include:

• Choosing fewer and more eco-friendly transportation options when available. We know that some locations need more rugged vehicles than others, but opt for carpool, public transport, electric or hybrid vehicle options whenever possible. Make sure all vehicles are turned off when on location if they are not in use.

• Switch all paperwork over to digital copies. Permits, call sheets, scripts, releases and contracts are all readily available as PDFs these days and are easy to edit, share and sign on location with the use of tablets or laptops. Opt for more environmentally conscious electronic versions en lieu of traditional paper copies of these documents.

• Try Renting or Reusing Production Equipment. By repurposing or reusing props, costumes and set pieces used on previous productions, your team would not only save on the cost of new items, but also reduce waste and resources required in fabricating new equipment and pieces. The same effect may be achieved by renting camera gear as it potentially, over time, limits the amount of gear production necessary within the industry.

• Choosing sustainability-focused MUAs and Stylists. Choosing team members who are knowledgeable in sustainability practices always adds value to your production, but in this case it also adds to the health and wellbeing of your talent, crew and environment. Many traditional makeup, skincare and clothing brands utilize toxic ingredients and materials. When used liberally and often on location, these ingredients can have a negative effect on the health of both the talent and the ecosystem. Opt for stylists utilizing natural-fabric, ethical brands, and choose MUAs who opt for natural, eco- and ocean-friendly makeup and hair styling products.

• Preparing sustainable waste reduction methods. Depending on how remote your location is, utilize rigorous recycling methods to separate all waste as it is created. In addition, choose biodegradable and compostable alternatives for catering and crafty. Encourage talent and crew to bring their own water and reusable bottles to set, and set up refill stations throughout the production zone.

There are many more ways to create more sustainable practices within your productions, but these five are great starting off points if you and your team are not already implementing them. It’s true that these solutions require more planning and a little more logistical shuffling, but the net-positive result towards environmental impact is better for the entire industry in the long term. Where will we all shoot campaigns once the natural beauty of our favorite locations has been ruined by poor stewardship and practices?

4. Tell Local Stories and Highlight Environmental and Social Efforts

Storyboarding and concepts for shoots are often born far away from the actual shoot locations, and by the time they are completed, the location becomes nothing more than an almost inter-changeable backdrop to the products or experiences being sold in the campaign. By switching story development to include more on-location producers, location scouts and casting directors, you will end up with more imaginative and impactful stories in your campaign.

We know some brands thrive on creating content in their own backyards, but most brands try and source imagery and spectacular views from around the world. We’ve often been on productions, however, that simply utilize the beauty of a location without telling the stories of the the people found there. We don’t mean simply casting local talent or researching the local culture and history, but rather actually allowing the local creators and team to weave elements of their culture and background into your brands campaign.

By allowing the local team members to tell the stories of their location, interviewing elders within the on-location communities, and re-imagining true diversity in campaigns in regard to race, gender, age and creed, the throughline of your campaigns will be significantly more interesting, culturally richer and resonate with a wider audience.

To take it a step further, consider featuring locally-led environmental or social efforts conducted by individuals, non-profits or government groups. Any concept can be woven aesthetically to fit into your brand pillars and style, so by choosing to highlight important work being done within the communities where your production takes place, you will be choosing a more ethical and sustainable approach to delivering your message and achieving your marketing goals.

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We hope that you found this list and guide useful and that it inspired you to think more sustainably about your next video or still production. If you need more suggestions or help, you can always send us an email to schedule a consultation.

V.1 How to Plan…

It’s official, “authentic” content is in this year and I think I speak for all of us creatives out there in saying that we’re scrambling to engage with our clients and audiences in this new way. Curated and highly polished content and deliverables have been in for so long (asides from that those blur and “orange-pocalypse” phases that are still stubbornly dogging our heels) that the idea of “authenticity” has all but lost it’s meaning. Is it “authentic” to film BTS of yourself filming someone else? Or is it “authentic” to post only B-rolls (which are trending on social media currently) with a beautiful mini-score? Or is it “authentic” to rebel and go horizontal instead of vertical for your formatting (jury is still out on this one)? Is it “authentic” to spin luxury brands in a casual way that makes them seem approachable to a wider demographic?

Honestly, it may be all or none of those things, depending on which lens and interpretation you’re looking at. Personally, I think that the most “authentic” approach to content creation is by “authentically” staying true to your vision and brand. For instance, I wanted my storytelling, services and products to match my brand values and reflect my commitment to sustainability and community-service. One way in which I express this brand identity is by producing photoshoots in rugged and wild locations. This approach allows my to be “authentic” to the creative and physical spaces that I have a deep passion for, while also producing deliverables that align with both the values of my clients and my brand values, “authentically.”

If you found your way to this website there is a high chance that you too care about sustainable media and outdoor photoshoot production strategies. To help you likeminded folks with your next nature-based media venture, I’ve written a series of guides to help you plan your next “authentically you” project - starting with:

“How to Plan a Photoshoot in the Wild”

1. Brainstorm ways to sync the client/brand values with an outdoor space.

   Every good photoshoot begins with a good brainstorming session. Whether you prefer moodboards, storyboards, brainmaps, or late-night, incoherent iPhone Notes, develop a brainstorming strategy that works for you. Keep in mind that different types of projects may require different styles of brainstorming techniques as well. For example, moodboards work really well for photography concepts and inspiration and can draw together style, mood, shapes, colors and framing ideas better than written notes. However, storyboards and brainmaps come in super handy for videography shoots, where you often need to have some sort of narrative (even if it’s non-verbal) to drive the footage forward.

Once you’ve developed your preferred brainstorming methods, and gotten a client (hooray!), it’s time to put the pen to paper (or fingers to screen) and spill out all of your ideas for the shoot out into the universe. I like to have at least three brainstorm sessions - one solo/with my team prior to pitching to the client, one session after a client confirms they want to work with us, and one formal session/presentation with the client prior to work beginning. The last two sessions will often repeat as the initial ideas grow and develop and the creative vision comes to life.

For outdoor shoot that require hiking or trekking to a location, it’s vital to integrate specific location details and suggestions throughout the brainstorming and pitching process.

A complimentary color scheme is used in this shoot concept. The model feels part of the scenery instead of contrasted within it.

2. Choose colors that either contrast or compliment the natural color schemes around you.

During your brainstorming/pitch deck creation process, start to think of the shoot in terms of themes and color schemes. Every photographer and creative director is different, but for myself I prefer to think of photoshoot themes in terms of colors, shading and aesthetic combinations with the scenery instead of just in conceptual theme terms. For example, if you’re planning on hiking up in the mountains think of what hues you’re likely to see - purples, blues and greens generally work well in mountain spaces to help feel a part of the environment vs beautifully contrasting reds, yellows or pinks in the same environment.

The beauty of this step is that there are no “right” or “wrong” answers. Work with the client and the specific location to determine if you’re going for a symbiotic or contrasting look, and then plan the outfits and styling accordingly.

In this example, the same outfit is used in the the same location but with a different lighting set-up. This creates a much more contrasting image than the previous one.

Lighting, time of day and angles of shooting are all imperative factors to consider when planning location/outdoor shoots, as they can drastically alter the type of imagery being created.

3. Plan the outfit(s) to be easy to carry and change into .

Much like the previous point, this consideration needs to enter the conversation during the early pitching process. Although it might seem like an “obvious” choice to pitch to outdoor brands exclusively for ease of outfit use, there’s something to be said about the gorgeous artistry of having elevated and couture clothing showcased against stunning landscapes. Either way, the clothing needs to be presentable and photo-ready when you reach your destination, meaning that some creative packing decisions need to happen before you head out.

One of my favorite tricks when traveling and shooting is to steam the clothing the night before using a good old-fashioned shower. Although portable steamers and irons are lovely to have on you, sometimes remote locations or baggage limitations may find you wanting of those useful gadgets. This is where the shower comes in handy. Before you head off on your trek, simply hang the clothing inside the hotel/”basecamp” house bathroom while you take your nightly shower and let the steam de-wrinkle the clothing for you. Note, this will not work for all fabrics and styles, so always make sure you read the garment directions for care instructions if you’re working with couture or unique items.

Once you’ve planned/prepped your items it’s important to fully sketch out the concept art/styling BEFORE you get out into the field. By knowing the exact count and order of primary items, accessories and footwear, you’ll make field-changes as easy as possible. After all, between finding a private space to change, weather considerations, and pesky bugs, you want the outfit switch to be as quick and painless as possible - especially if shooting with models other than yourself.

Pro-tip: if you have the space in your pack, or your assistant’s pack, bring a lightweight surf-poncho-towel for changing privacy.

This outfit and styling combination was well suited and comfortable for this hiking shoot. The brand wanted a classic look that felt integrated with the outdoors. Changing into it on the trail was easy, and the clothing was compact and easy to carry during the remainder of the hike.

This shot was a lot more difficult to execute, in terms of styling and wardrobe, and played with more contrasting elements. The color and dramatic layering of the scenery was chosen to compliment the colors and style of the dress. However, keeping the dress in presentable condition, changing into it and keeping the model comfortable and sandfly-bite free proved to be a lot more challenging than the previous outfit.

4. Make sure to check the weather conditions and plan accordingly.

Now that you and your client have planned our your concepts, the outfits, the shot list and the themes/color inspo, it’s vital to note that the “perfect shot” isn’t worth risking your life, your teams’ lives, nor the lives of first responders that may have to come and assist you. Be aware of your surroundings and of any changing weather patterns you observe, and PLAN PLAN PLAN before you head out into the field. There are numerous weather forecasting apps out there, but a couple of my favorites are surfline for ocean conditions and Windy for hourly wind, rain, cloud-cover and ocean conditions. The National Weather Service is always a good place to check for US based shoots, while international shoots should reference the local weather service agencies of the location country for precision.

It is of the utmost importance to have a "float plan” in place and make sure that you have folks at “basecamp” who know how long you’ll be gone on the shoot, how many people are with you, and where exactly you will be shooting. You should also always bring rough-weather gear for each team member, regardless of forecast, and more water, snacks and electrolytes than you think you’ll need in case the shoot/trek runs longer than anticipated. Make sure everyone stays on the trails, and respect any signs indicating unsafe conditions or protected areas. A lot of “unknowns” can be avoided with a scouting day or two prior to the shoot - just make sure you’re scouting in similar conditions and time of year so as to avoid seasonal changes to the scenery and topography.

Assuming you are the executive producer on the shoot, make sure you also bring a proper wilderness first-aid kit and are competent in giving wilderness first aid as needed. Regardless of your existing outdoor experience, I highly recommend that anyone looking to shoot or produce “in the wild”, should get wilderness first aid certified through the American Red Cross or through NOLS. Not only will this knowledge be imperative for your own personal safety, but it could also help safeguard your team members during more remote shoots*.

*On that note, you should make sure that your production company/photography insurance covers you in remote or international places - not all insurances do, so it’s important to have that conversation and shop around if you need to BEFORE you head out into the outdoors on business.

This shoot involved an incredibly arduous hike and required a lot of planning and preparation. Despite picking the most favorable forecast day to execute the shoot, we still had some clouds that rolled in unexpectedly, covering part of the distant mountain range, but luckily keeping us dry until the very end of the shoot day.

5. Practice a “no trace” mentality to your outdoor photography adventures and productions.

Remember, the inspiration you may draw from nature for your photos or videos wouldn’t be possible without conserving said nature. Take your trash with you, stay on trails, respect caution signs, and give wildlife their space. Show your love for the outdoors not just through your art and work but through your actions as well.

I like to implement a guide and set a standard for the other team members on a given shoot by:

A) Selecting like-minded individuals to be on my team.

Working with folks you know are experienced and comfortable in outdoor spaces, as well as folks who are respectful in outdoor spaces is a HUGE first step in planning a successful shoot “in the wild”. It takes a lot of stress and uncertainty out of already complicated shoots to select crew and talent you know will not be a liability outdoors. In addition, choosing folks who are just as passionate about the outdoors as you are will create a positive and cohesive environment when you’re all on the remote shoot together.

B) Being individually prepared to take on responsibility.

Don’t assume that someone else will bring a trash bag or know how to perform wilderness first aid. On a small or individual shoot, you should be 100% prepared for all situations, but on a larger shoot ensure that the proper roles are delegated out - i.e. having a park ranger present, assigning PAs to deal with waste removal and sustainability practices etc.

C) Setting up your production as sustainably as possible.

If you’re not sure where to begin on this front, check out this blog post as a reference guide.

Be respectful, be mindful, get creative and stay safe on your next shoot “in the wild”!