Sustainable media determines the socially and environmentally responsible production and consumption of media content. It includes practices such as reducing carbon emissions, minimizing waste, promoting diversity and inclusion, promoting fair labor practices, leaving resources to future people, stopping consumerism and protecting the environment. It promotes content that raises awareness about environmental and social issues in terms of consumption, by supporting media organizations that prioritize sustainability in sustainable media activities. Sustainable media in general is aware of the impact of the media on society and the environment.

Sustainable media use has a huge impact on brand reputation. USA based technology company Microsoft conducted a survey by asking people around the world about sustainable media digitally. Environmentally friendly uses in the media and those who use broadcasting for this area have encountered positive reactions from consumers. As a result of the surveys conducted by Microsoft, 88% of people around the world influence their decision to prefer environmentally friendly brands by relying more on them. Businesses should apply to their brands by turning to positive climate choices in their projects. Because these choices affect brand reputation and value. Media companies that the companies deal with should play a role in pushing for the establishment of independent third parties that will track their true carbon footprints and other environmental impacts. Brands and media companies should pay attention to the environmental factors of the advertisements they create and the media they buy, beyond their own products. Sustainable media process starts from the amount of energy spent by the brand in its institution, its carbon footprint and its impact on the environment. It is important that the product and service be environmentally friendly. However, what the company does and will do in terms of sustainability should be shared in the media. Today, media distribution and consumption are not yet fully associated with carbon emissions in the public eye. According to Microsoft’s research, one in seven (15%) people think that surfing the Internet contributes to climate change. 17% of the participants think that watching TV contributes to their carbon emissions. 14% think that playing games and 11% listening to music are the same. Although there are positive views in sustainable media, there are also opposing views. Some participants expressed a negative opinion due to the use of electricity, energy consumption and “greenwashing”. Greenwashing is trying to offer environmentally friendly campaigns to people with inaccurate information. It is necessary to create projects using the media honestly.