Finland’s first study on environmental content in Finnish film and TV
Press release Sep 9th, 2025
The association for audiovisual content producers, Audiovisual Producers Finland – APFI, has for the first time examined how environmental responsibility, ecology, and climate change appear in Finnish films and TV programs. The studies also asked more than 1,000 viewers for their opinions on eco-content. The groundbreaking studies, even in an international context, were published today, Tuesday.
In the online survey conducted among film and TV viewers, 48% of respondents considered it very or fairly important to highlight climate change and sustainable lifestyles in audiovisual content.
However, in Finnish productions from 2024, these themes surfaced only occasionally. Of the 103 films and TV series included, only four had ecology as a main or significant theme. More typically, eco-themes appeared briefly, in moments of just a few seconds.
Of the eight observed themes, the most common were consumer-related topics such as recycling, while environmental perspectives on climate change were the rarest. The majority (85%) of mentions related to climate change focused on humans. Content dealing with nature or animals was scarce.
In films, ecological themes were most visible in documentaries and least in dramas. On TV, they appeared most often in talk shows.
“Films and television programs shape our shared sense of reality. That is why it matters how, or whether, issues like the climate crisis or biodiversity loss are reflected in everyday media content,” says Anne Puolanne, Sustainability Manager at APFI.
“We are not saying that environmental themes should appear in every production — creators, of course, retain their artistic freedom. Yet the audiovisual industry has a unique opportunity and responsibility in the midst of the climate crisis. Films and TV shows do not only entertain, but they also influence attitudes and beliefs. We hope our studies can support production companies in developing new content that resonates with audiences,” Puolanne continues.
Finnish viewers: Film and TV content teaches and inspires everyday change
A majority of Finnish viewers (54%) reported being concerned about climate change. Many said they had learned something new about climate or sustainable lifestyles from Finnish audiovisual content (37%).
More than one in four (28%) said they had also been inspired by such content to make changes in their daily lives.
“The studies are an indication of how diversely significant our industry can be to the Finnish society. In order for production companies to continue to produce content that appeals to both domestic and international viewers, funding for the industry should be secured,” Puolanne commented, referring to the proposed budget cuts in the audiovisual industry in Finland.
The reports are based on 104 hours of viewing material (33 films and 70 TV episodes, spanning nearly 20 genres) and a viewer survey with 1,003 respondents. The content analysis was carried out in cooperation with Häme University of Applied Sciences, the Filmiaura Association and the Finnish Television Academy, meaning the viewing sample consisted of productions shortlisted for the Jussi and Golden Venla awards.
The audience survey was conducted by Innolink in January–February 2025.
The studies continue APFI’s sustainability work, launched in 2021. APFI has provided the industry with tools, training, and knowledge to help productions, production companies, and individuals strengthen their responsibility practices. The studies were carried out by APFI’s Sustainability team; Sustainability manager Anne Puolanne and sustainability coordinator Marika Taipalus.
The reports are part of APFI’s project “The Green Transition of the AV Industry in Finland,” funded by NextGenerationEU from the Finnish Ministry of Education and Culture’s Structural Support for the Renewal of the Cultural and Creative Sectors.
Explore the studies and see examples of eco-themes in Finnish content:
Showreel: “Sustainability on-screen in Finland 2025” (03:50)
Part 1: “ECOLOGICAL CONTENT IN FINNISH FILM AND TV 2025 – Sustainability on-screen”
Part 2: “ECOLOGICAL CONTENT IN FINNISH FILM AND TV 2025 – Audience insights and impactfulness”
More on APFI’s work on the industry’s environmental sustainability can be found here.
Recording of the production launch on Tue 9.9.2025 is available until 31.10.2025.
Further information and interviews:
Anne Puolanne,
APFI’s Sustainability manager
+358 50 387 6380
anne.puolanne@apfi.fi
Anne Puolanne has been responsible for promoting ecological sustainability in Finland’s audiovisual sector at APFI since 2021. Between 2010–2021 she worked in TV productions as a writer and journalist (e.g. The Farmi Finland, Married at First Sight Finland). She co-authored Finland’s first environmental guidebook “Ekosetti” (2019, downloaded over 14,000 times) and co-developed the Sustainability Award Verso, Finland’s first and still only sustainability award, presented at Tampere Film Festival since 2022. Puolanne was named an EU Climate Ambassador in 2025.
