Futerra Solutions House: Let’s Make a (Brand) Deal

The Billion Dollar Opportunity: Unlocking the commercial viability of sustainability-relevant content

What if sustainability set the standard, not the exception — at the heart of how brands embody their mission and influence culture?

Enter Futerra Solution House's Panel 'Let’s Make a (Brand) Deal,' at #ClimateWeek on the 𝘉𝘐𝘓𝘓𝘐𝘖𝘕 dollar opportunity brands have to unlock the commercial viability of sustainability-relevant content.

Brands, creators and storytellers explored how compelling films and shows can move hearts, shift policies and make sustainable choices achievable and relevant — more powerful than any campaign or tagline when truly woven into the cultural fabric.

3 𝘢𝘤𝘵𝘪𝘰𝘯𝘢𝘣𝘭𝘦 𝘵𝘢𝘬𝘦𝘢𝘸𝘢𝘺𝘴 𝘧𝘰𝘳 𝘱𝘶𝘳𝘱𝘰𝘴𝘦-𝘥𝘳𝘪𝘷𝘦𝘯 𝘣𝘳𝘢𝘯𝘥𝘴:

🌱 Purpose powers performance – Brands that embed their values from the ground up show up consistently and authentically, making sustainability a natural part of everyday practices rather than symbolic gestures.

▶️ Align values with business strategy to drive commercial success and social impact.

⚡ Stories shape culture – People connect to emotion, culture and lived values more than a tagline, campaigns or hashtag.

▶️ Collaborate with film and TV storytellers to create narratives that normalize sustainable behaviors and shift cultural norms.

🤝 Daily actions, collective impact – Making climate-friendly behaviors normal, desirable and attainable requires early collaboration with creators, brands and policymakers.

▶️ Design partnerships and initiatives that turn individual actions into measurable collective movements.

✨ The opportunity? Activate these takeaways for sustainability that sticks. Culture doesn’t just 𝘳𝘦𝘧𝘭𝘦𝘤𝘵 change — it 𝘤𝘳𝘦𝘢𝘵𝘦𝘴 it.

Shoutout to Sam Read (Sustainable Entertainment Alliance) & Solitaire Townsend (Futerra x Solutions House) for convening and speakers Anisa Kamadoli Costa (Rivian), Michael Simkin (UltraBoom Media), Kimberly Burnick (NBCUniversal), Nadja Koerner (Coty) for pushing this conversation forward, highlighting how entertainment and business partnerships can amplify influence and impact.

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