Sustainable Production: Embracing New Technologies to Foster Greater Flexibility with Charles Laird
Charles Laird is the UK managing director of global artist management agency and full-service production company, Laird and Good Company. This month the agency kicks off their official partnership with 1% For the Planet — a global organisation that exists to ensure our planet and future generations thrive. This is the latest addition to their Green Initiative, a programme that strives to implement sustainable business practices across their productions globally.
A mindful approach to the world around us has been an integral part of both Charles and company founder Sarah’s personal lives for many years. In 2016, Sarah Laird re-located Charles’ youngest siblings to Bali to enrol in The Green School and learn about sustainable living practices. She now works closely with daughter Charles to apply these learnings to their growing creative business, and inspire their clients to do the same.
LBB> Can you tell us about your own personal journey when it comes to getting involved in sustainable production - how did you get started, and where has that journey taken you?
Charles> The idea of cherishing and caring for the planet we call home has been deeply ingrained in me by my mother, Sarah, since I was young. It has also been a fundamental value of our company ever since it was founded 30 years ago. As an adult, I've personally embraced a sustainable lifestyle, and when we began our production work, it only felt natural for the environmentally conscious choices we made in our homes to extend to our sets as well.
As of July 1st 2023, our agency joined 1% for the Planet, pledging to commit 1% of our annual production gross sales back to select partners. We know our industry takes a toll on this planet and feel this is our cost for doing business here on earth.
LBB> What are the conversations that clients are having with you about their desire to reduce the carbon footprint and environmental impact of their content production?
Charles> It varies from client to client. Some clients come to us with clear guidelines right from the beginning, emphasising the need for adherence to specific environmental standards and requesting a green wrap at the end of the shoot. They are proactive in their commitment to sustainability. On the other hand, there are clients who are unsure about where to start and trust us to take the lead in implementing eco-friendly practices. Regardless of the client's approach, our goal is to make every set we produce as environmentally friendly as possible.
There are certain basic changes that we consider essential, such as avoiding the use of single-use plastics, opting for reusable water bottles, and minimising excess in all aspects. In fact, we believe these practices should be the standard on any set, and we implement them regardless of whether we are specifically asked to do so or not.
LBB> Speaking generally, how do you tend to approach assessing and minimizing the footprint of the productions you are involved in -and is this something that is built into your processes?
Charles> Our Green Initiative encompasses various processes that contribute to a sustainable future. These practices are integrated into our operations and align with our commitment to sustainability. They include implementing digital set paperwork, such as storyboards and call sheets, to reduce paper waste. We also prioritise recycling, composting, and donating leftover food on-site. Furthermore, we strive to donate and re-use art department props and materials whenever feasible, while favouring the rental of set materials instead of purchasing.
We designate meat-free meal days for shoots lasting three or more days and encourage the use of studios powered by renewable energy. Whenever available, we opt for electric or hybrid vehicles. Additionally, we provide water cooler stations and promote the use of reusable water bottles, avoid single-use plastics, and supply environmentally friendly dishware such as china, enamel, metal, bamboo, or untreated cardboard. We also collaborate with catering partners to source sustainable and seasonal food.
LBB> To what extent will the advertising and production world retain and build on the lessons learned during the pandemic?
Charles> The pandemic has compelled production companies to discover innovative ways to collaborate remotely, and many of these practices are likely to stay for the better. For instance, we have learned to avoid unnecessary transportation for meetings and pre-production meetings (PPMs), with virtual meeting platforms becoming the norm. This approach has even extended to shoot days, with some clients opting to attend the set virtually rather than travelling in person, reducing the need for international travel for the full client and agency team.
Additionally, we have reevaluated the necessity of crew members travelling for shoots abroad, often utilising local crew, and thereby supporting local industries. This shift has also highlighted the significance of local supply chains, with a focus on sourcing props and materials locally instead of relying solely on shipments. While we had to embrace new technologies during the challenging upheaval of the pandemic, it has ultimately fostered greater flexibility and adaptability among us. This mindset shift can now be harnessed to drive sustainable practices forward.
LBB> What have you been finding are the most useful tools, resources, and partners for reducing the environmental impact/carbon footprint of productions?
All of our producers have successfully completed the AdGreen course, equipping them with a solid understanding of the environmental impact of each shoot and the best practices to follow. We actively engage with a network of sustainable partners, and our collaboration with sustainable catering companies has proven invaluable. These partners assist us in maintaining a set that is free from single-use plastics, while also prioritising local and seasonal food options. They have also creatively crafted delicious menus that keep our crew well-fed, even on our designated meat-free days, which we rotate during multi-day shoots. Additionally, we have access to a convenient Carbon Calculator that enables us to provide clients with comprehensive reports on the environmental footprint of their shoots.
LBB> Looking more broadly than carbon footprint, what other ways production can be more sustainable?
Charles> One effective approach is donating leftover props and clothes to ensure they don't go to waste and can benefit the local community. While donating catered food can be challenging due to legal restrictions and allergy concerns, we strive to minimise excess food orders from the start. Any remaining catering leftovers are packaged for crew members to take home, and if that's not feasible, we explore options for composting the food waste.
LBB> What advice would you give to anyone working in production, whether for a production company, agency, or brand, who is struggling to get buy-in from their clients and colleagues on sustainable production?
Charles> To effectively gain buy-in from clients and colleagues on sustainable production, I would suggest the following strategies:
Make it easy for your clients: Incorporate sustainability into your budgets from the very beginning and initiate conversations about it early on. Clients may not have a sustainability policy in place and would appreciate you taking the lead. By setting sustainability as a standard practice regardless of budget, you can demonstrate that many small changes can be made without any cost implications. The more you discuss and emphasise sustainability, the more likely it will become the industry norm.
Engage colleagues and team members: Ensure that the value of "protecting Mother Earth" is deeply ingrained within your company culture. During the hiring process or when onboarding new talent, emphasise your company's commitment to sustainability. Foster an ongoing and evolving conversation within your team by regularly discussing how to improve, exploring new suppliers and solutions, analysing past productions for missed opportunities, and identifying areas that need attention. Continuous education and learning, whether through sharing information, training courses, or internal speakers, are essential to keep everyone engaged and informed. Acknowledge that sustainability is a constantly evolving process, and strive for continuous improvement.
