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“A sustainable future: how can media, creative and digital industries companies based in Berlin and Brandenburg take the lead in the issue of climate change?”

10 key messages from the study results:

1. While the current economic climate evaluation index is 34.5, almost reaching the previous year’s level of 35.6, the business expectations index has experienced an increase from 18.1 in the previous year to 24.1 in 2024. This is still the case despite ongoing uncertainties such as those surrounding the war in Ukraine and regions in the Middle East, the energy crisis and inflation.

2. The business climate index has slightly increased from the previous year’s 126.5 to 129.2, although this is still lower than pre-pandemic levels (2019: 138.7). A significantly higher number of respondents (41 %) believe that the business sector will grow in the next 12 months in comparison to those saying it will worsen (25 %). Just over a third is expecting no changes at all (34 %).

3. In the previous 12 months, 32 % of companies have hired more staff, while 47 % kept the same number and 20 % decreased their workforce. 39 % are planning to increase their workforce in the upcoming year, in contrast to 25 % which have no intention to do so.

4. Sustainability within the company is highly valued by over half of the respondents (54 %) who, on the most part, cite their ecological and societal responsibility (92 % respectively). A majority accepts the ensuing additional costs (55 %), or at least partially accepts them (28 %). Nonetheless, sustainability is not designated as a priority for 46 % of companies.

5. However, most companies do practice the separation of waste (84 %), opt for reusable products (75 %) and energy-saving lights and devices (75 %), refrain from domestic flights within Germany (71 %), turn down radiators during winter (66 %), use renewable energy (59 %), and public transport tickets for employees (56 %).

6. As factors for not implementing sustainability measures, many companies blame higher costs (49 %), bureaucratic hurdles (44 %) and lack of human resources in the company (42 %).

7. Only a quarter of companies have introduced a department or a specialist workforce dedicated to matters concerning sustainability (25 %). This workforce would fulfil various tasks such as brainstorming and executing sustainability projects (67 %) or communicating sustainability strategies to superiors (52 %). Training for sustainability is offered by 23 % of companies.

8. The Corporate Sustainability Reporting Directive (CRSD), which came into effect on January 1, 2024, not known at all by roughly three quarters of companies surveyed: not at all (34 %) or only vaguely by name (42 %). Currently, only 9 % of the companies surveyed are required, due to their size, to report on their sustainability activities. Nevertheless, as soon as 2026, many smaller companies will also be directly affected by the directive. As contractors of companies obligated to report their activities, they may even already be bound by the Supply Chain Act to provide evidence of their corporate sustainability endeavors. An information deficit in this regard is apparent.

9. A third of companies desire more (unbureaucratic) support from politicians (34 %), especially in terms of infrastructure (32 %), funds (24 %), as well as the provision of information (22 %).

10. In the next 12 months, the surveyed companies cite the following as the most important issues: economic stability (37 %), employing skilled staff (36 %) in addition to acquiring new customers and increasing revenue (34 %).  Matters of sustainability and modernization follow directly behind (each 29 %).

The 21^st Media Barometer Results of 2023/24 are now available to download

Helge Jürgens, CEO New Media Funding, MBB: "The media industry in the capital region continues to boom! This is evident in the business climate index and our increasing number of funding applications. For the first time ever, 2023 saw the double digit sum of 12.3 million euros invested in games, XR and innovative storytelling in the New Media Industry. Sustainability is an important issue for us. Since last year, ecological standards for the audiovisual industry have been made uniform nationwide. Furthermore, MBB commits itself to the funding of sustainable projects and events. In the gaming industry, we enable the reimbursement of companies for costs incurred by sustainability standards.”