The documentary market is replete with impactful films that call society’s attention to a wide variety of pressing issues. While this is undoubtedly valuable work, it represents only half the equation. As documentarians, we have a responsibility not only to shed light on the most pressing problems of today but also to elevate the stories of the change makers who are actively finding solutions. Unfortunately, the genre of this ‘Solution Documentary’ remains relatively rare in the marketplace and almost non-existent when it comes to the world of business.
There is no doubt that we must hold accountable the greedy corporations screwing over people and the planet to squeeze evermore profit onto their balance sheets. When all else fails, documentary does this exceedingly well. But corporations are not all bad. While we rightly shame the bad actors and practices, we also inadvertently contribute to a one-sided narrative that treats businesspeople as a bunch of voracious psychopaths. This, in turn, undermines the potential of business to drive positive change. If life imitates art, then we must be mindful of the meta-narrative we are creating – lest a cautionary film like The Wolf of Wall Street becomes an invitation for the worst excesses of bad actors to be twisted into an aspiration-defining flashpoint for business leaders everywhere (greed then becomes the focal point, the hero of the story).
It is imperative that we as filmmakers highlight the stories of the people and businesses working towards real solutions for humanity’s problems. I’m not talking about corporate philanthropy, or nebulous efforts to “give back” which are often just attempts at purpose-washing. We must highlight companies that embody a different paradigm, redefining the possibilities within business and capitalism itself.
I had the privilege of creating a documentary about one such company, Interface. In 1994, then-CEO Ray Anderson awakened to the fact that his company’s complicity in driving environmental degradation, including climate change. Rather than donating to environmental charities to distract attention from business as usual, Ray and the Interface team embarked on a remarkable journey to transform the business, aligning their business practices with the principles of nature. Today, Interface is carbon-neutral across all three scopes, and has been recognized by the United Nations as one of the most sustainable companies on the planet. Interface is not perfect, (e.g., they are barely starting on Diversity, Equity and Inclusion efforts), but their success has already inspired huge shifts in other companies. Yet, the story remains widely and tragically unknown among business leaders.
What will truly inspire businesspeople to confront climate change head-on? Is it a film that shames the worst offenders or one that celebrates exemplars within their field? When I talk about this with my colleagues in the documentary world, I often find myself having to convince them that these stories exist and are not just commercials for the companies in question. But as the great environmentalist Paul Hawken observed in the book that inspired Interface: business is the dominant institution on planet Earth today. If we are to rise to the challenge of these wicked problems, business must play a leading role.
Documentary has the power to inspire businesses to embrace this pivotal moment, but only if we can showcase not only humanity’s problems but also the potential solutions. We must channel our expertise into highlighting the most demanding issues of today and direct it towards amplifying stories of transformative change within the business world.
Nathan Havey is an authority on social, environmental and financial sustainability in business, with extensive experience in working with corporate and university teams to drive positive change. Notably, he played a crucial role as a consultant in guiding BIGGBY Coffee’s transformation into a high-performing stakeholder business. He co-created and co-facilitated the global consultant certification program for Conscious Capitalism Inc., establishing a network of top consultants. Additionally, Nathan led the team behind the creation of the Stakeholder Score, a renowned tool that enables companies to identify opportunities and measure progress in the adoption of stakeholder business. A believer in the transformative power of stories, he wrote and directed the award-winning film Beyond Zero, which chronicles the journey of Interface, a legendary carpet company.
