One year after its launch, “Greenmantle” is firmly established as an engaged, employee-led sustainability initiative at Fremantle in the United States. Its goal is to embed sustainability firmly in everyday working life and empower colleagues to make informed decisions – both professionally and personally. At its core is an accessible, community-driven approach: “We didn’t want this to feel like a chore – we wanted to invite people into the conversation and show that building sustainable communities is what really matters,” said Becky Hartung, Senior Coordinator US Sales and Distribution at Fremantle US and a founding member of “Greenmantle.”
‘A holistic approach to sustainability’
“Greenmantle” focuses on dialogue, exchange, and small, impactful changes. “You never know what someone will take from a conversation at work and carry into their life at home,” explained Joe Goldberg, Vice President of Business and Legal Affairs at Fremantle US. “That’s where the real impact happens.” According to its members, the initiative therefore follows a holistic understanding of sustainability that connects environmental, social, and economic aspects.
“For us, sustainability is a holistic concept,” Hartung continued. “Social justice is a key part of driving real, meaningful climate change. If we want people to change their behavior, we also have to think about access, safety, and the realities people face in their daily lives.” This includes recognizing that behavioral change is not always easy. Practical barriers – from cost to convenience – often stand in the way. “In Los Angeles, people in under-resourced communities often don’t feel safe biking. And how do we encourage anyone to take public transit or bike if they don’t feel safe?” Hartung added.
‘Climate justice and social justice’
As part of the panel discussion “The Story of Los Angeles: Climate Justice from Our Streets to Our Screens,” “Greenmantle” highlighted the intersection of climate justice and social justice through perspectives from nonprofit organizations such as Hip Hop Caucus and Biking While Black. By linking sustainability to everyday decisions and business practices, members aim to drive a shift in mindset over time – with an approach based on empathy, awareness, and practical action. “We want to connect the dots and help people understand how this relates to their work, so that when it comes to decision-making, a voice in their head asks: ‘Couldn’t we do this more cheaply and sustainably?’,” said Joe Goldberg.
‘Momentum through events and engagement’
Since its launch on Earth Day 2025, “Greenmantle” has rolled out numerous initiatives to raise awareness and encourage participation. These include a “Free Little Library” to promote sharing and reuse, a joint “Trees of LA” walk to raise awareness of urban ecosystems, and panel discussions with experts from media and society examining the impact of media visibility on environmental awareness. Volunteering is also a central pillar. Employees take part in local initiatives such as tree-planting campaigns, car-free city projects, and rebuilding efforts following natural disasters. Activities such as clean-ups at the “Baywatch” beach or “Buy Nothing” events show how concrete actions can be integrated into everyday life.
‘Growth and long-term change’
In its second year, the focus is on steady progress and further expanding the initiative – both within the United States and internationally. The aim is to involve even more employees and establish additional “Greenmantle” groups worldwide. According to its members, success is measured less by individual projects than by a lasting cultural shift: sustainability should become second nature, and employees should feel empowered to play an active role. After one year, the initiative’s members believe this shift is already underway.
