THE ROLE OF CELEBRITY ACTIVITSM AND ITS FUTURE

INTRODUCTION

In a world that actively free falls into frenzy, a world that is ever changing, a world that we feel so much ownership over and a world that will soon be lost to us; one can’t help but wonder how its future will look, bleak as it may me.

Since the turn of the 21^st century, we have witnessed the emergence of several phenomena. In this article, we shall journey on the exploration of two such curiosities- Environmentalism and Celebrity Culture- their relationship, association and roles in the times to be.

ENVIRONMENTALISM

It is an umbrella term for the pro-social and proactive movement that seeks to aid and protect and serve the environment. It covers a broad spectrum of issues including- pollution, climate change, rising temperatures, depleting natural resources and endangering biodiversity. Their goal to some may seem like a myopic utopia however, their purpose is clear, evident and loud- Ensuring that future generations have access to all basic resources that necessitate and propel growth in human civilisations.

CELEBRITY CULTURE

It is a contemporary spectacle wherein an ordinary audience does not only have a lot of exposure to the life of celebrities but also, an ability to control it. Celebrities become the face of consumer interests and brands; thus creating a symbiotic relationship between fame, power and at times, monetary success.

SHOULD CELEBRITIES USE THEIR PLATFORM, VOICE AND REACH TO DISCUSS GLOBAL PROBLEMS?

It seems as though in recent times, the outlook of an ordinary individual has shifted. While earlier, we would marvel at all the luxuries of life the ultra-rich could afford and would propagate; the narrative has altered. We wish to hold them accountable to the standard of living they vitalise. In fact, many people are questioning the practices of these celebrities for more often than not, they end up contributing to the climate crisis at higher rates when they have more sway in making a change.

An acceptance of the way of life that celebrities embody can be destructive for our notions, development and the power structures that are perpetuated in society. It creates a panorama that as long as one can afford a lavish way of life; they should live it; regardless of however environmentally detrimental it may be.

However, times are dire and there is no longer any space for people who are unwilling to respond to nature’s call. There is a need for celebrities to actively endorse and inculcate a sense of respect, understanding and successful evolution of the environment.

WHAT IS CELEBRITY SUSTAINABILITY AND WHY DOES IT MATTER?

Celebrity sustainability is a term that refers to the efforts and actions of famous people to reduce their environmental impact and promote social and environmental causes. Celebrities have a unique position and influence in society, as they can reach millions of fans and followers through their media platforms, endorsements, and public appearances.

Reasons why it matters-

1. Celebrities can use their voice and visibility to advocate for environmental causes and policies. They can use their social media accounts, interviews, speeches, documentaries, and other forms of communication to educate, inform, and persuade their audiences about the urgency and importance of environmental issues and solutions. 
2. Celebrities can use their influence and network to support and collaborate with environmental organizations and movements. They can use their fame and resources to raise funds, attract attention, and generate publicity for various environmental campaigns and projects. They can also use their connections and relationships to recruit other celebrities, influencers, and leaders to join and support their causes.
3. Celebrities can use their lifestyle and choices to model and inspire sustainable behaviour and practices. They can use their personal and professional decisions to demonstrate and encourage their fans and followers to adopt more eco-friendly and socially responsible ways of living and working. They can also use their creativity and innovation to create and promote products and services that are sustainable and beneficial for the environment and society.

POPULAR CELEBRITY SUSTAINABILITY CAMPAIGNS

• Leonardo DiCaprio

A true green business angel in Hollywood, DiCaprio has invested in several start-ups with social or environmental goals. At the end of March 2019, he took a stake in Aspiration, a new online bank that guarantees clients’ deposits are not invested in fossil fuels. By 2018, he had already invested in Allbirds, a shoe manufacturer that uses only natural materials, and Bluon Energy, an energy efficiency company where he also serves on the board of directors. Leonardo DiCaprio, who created his own foundation to fund wildlife protection in 1998, is also recognized as a climate expert. March 2018, he took a seat on the advisory board of venture capital fund Princeville Climate, which is also investing in cleantech.

• Bill Gates

In 2015, he launched the Breakthrough Energy Coalition with some 30 billionaires to promote clean energy innovation. This coalition was extended by a venture capital fund, Breakthrough Energy Ventures, which is also supported by most of the billionaires in his coalition. Together, these wealthy elites are aiming to invest up to $1 billion in disruptive technologies. The fund, which Bill Gates chairs, has taken stakes in the capital of a little less than twenty energy companies and contributed to the creation of a cleantech fund worth €100 million just this year. The European Investment Bank has been designated for European companies.

• Matt Damon

After witnessing the atrocious way of life one is forced to resort to in the absence of clean drinking water and sanitation; Matt Damon decided to take matters into his own hands. Currently, one in four people lack access to basic water facilities. Keeping in mind- rising sea levels and temperatures, climate change, change in rain and wind patterns and unexpected flood and drought like conditions- it is accurate to diagnose that the water crisis impacts the poorest most deeply and profoundly. Matt Damon with his continuous investments in Water.org has helped 63 million people gain access to safe drinking water and sanitation.  

• Bhumi Pednekar

From making movies that revolve around women’s health and the need for proper sanitation facilities; Bhumi has raised public awareness about India’s desideratum for the provision of basic amenities and a sustainable future. “Climate Warriors” is an initiative this young actress started, highlighting the Wrongs committed globally regarding the environment. The initiative focuses mainly on oil spills and the damage of carbon footprints to the environment. Her main aim is to make people aware of the shortfalls of environmental damage and encourage them to adopt “planet-conscious” behaviour and sustainable living.

GREEN CELEBRITIES AND THEIR EFFICIENCY

Very often, people ponder upon the efficiency of green celebrities. Do they matter, do they make an impact? Will people be incited to inculcate green practices because a celebrity they hold near and dear does them too?

Well, there are a few things to say when it comes to that-

• Awareness is not enough

Celebrities often try to pose themselves as people who preach sustainability and practices that protect that our environment. However, very often, these can be self-serving agendas- for they wish to be recognised as being empathetic and proactive. However, even beyond that facet, environmentalism isn’t simply campaigning for awareness. As a matter of fact, most people are well-aware of global issues pertaining to society and human civilisation.

There exists very little evidence to suggest celebrity endorsement of environmental causes makes any difference.

We must still acknowledge that celebrities have reach and they have influence. Being and making conscious decisions, for the, is a part of our public conversation. They must campaign to ensure that the people who are actually doing the work get not only appreciated but also, find the support and funds they need.

• The ultra-rich must contribute to social and environmental and ecological causes

Income inequality is an undeniable and harsh truth of our world. The economic pie is such that the wealth and resources of the world are in the hands of very few people; while the rest continue to be ravished by the burdens of poverty and inaccessibility. Many academics and scholars believe that it is the social responsibility of people with fame, money and power to be making a difference.

• Celebrities must be held accountable to sustainable standards

There is also a need to acknowledge the hypocrisy of people with means. These very rich individuals seem unfazed by the atrocities they commit. Their carbon footprint despite being hugely more than that of an ordinary individual; they often do very little to give back.

Celebrities have influence. What they do; their committed followers see and they too pursue.

They should make a difference because they do have a voice louder than most and means great than most.

It’s safe to say that the ability to sway public attitudes and influence policymakers is far more consequential in the climate battle than the emissions from a private jet ride.