SBTi Targets: What They Mean and Why the Entertainment Industry Can't Ignore Them

The music, media and entertainment industries have a sustainability problem, and the world is watching.

From the carbon footprint of global tours and live events, to the energy demands of streaming infrastructure and film production, these sectors generate significant greenhouse gas emissions. Yet for too long, climate commitments in the industry have been vague, voluntary, and largely unverified.

That's changing fast. SBTi targets are rapidly becoming the gold standard for credible corporate climate action, and for music, media and entertainment businesses, understanding what they mean is no longer optional.

What Are SBTi Targets?

SBTi targets are greenhouse gas (GHG) emission reduction goals set by companies in alignment with the latest climate science. The acronym stands for the Science Based Targets initiative. a collaboration between the Carbon Disclosure Project (CDP), the United Nations Global Compact (UNGC), the World Resources Institute (WRI), and the World Wide Fund for Nature (WWF).

In short, SBTi targets tell audiences, investors, and regulators: "Our climate commitments are grounded in science, not PR."

For an industry frequently accused of greenwashing, that distinction matters enormously.

The Science Behind the Targets

SBTi targets are rooted in the Paris Agreement, specifically, the goal of limiting global warming to 1.5°C above pre-industrial levels. Companies seeking SBTi validation must demonstrate that their planned emissions reductions are consistent with the carbon budgets required to stay on that pathway.

The two main benchmarks are:

• Well-below 2°C – A less stringent but still demanding pathway
• 1.5°C – The gold standard, and the benchmark most companies are now expected to meet

In an industry shaped by public perception and fan loyalty, aligning with the 1.5°C pathway sends a powerful signal.

Types of SBTi Targets: A Guide for Music, Media & Entertainment

1. Near-Term Targets

Covering the next 5–10 years, near-term targets set the immediate direction of a company's decarbonisation journey. To meet SBTi criteria on the 1.5°C pathway, companies must commit to reducing scope 1 and 2 emissions by at least 4.2% per year.

For entertainment businesses, this might mean transitioning tour fleets to electric vehicles, switching venues to renewable energy, or reducing the emissions intensity of studio and production operations.

2. Long-Term Targets (Net-Zero)

The SBTi's Corporate Net-Zero Standard requires companies to:

• Reduce scope 1, 2, and 3 emissions by 90–95% by no later than 2050
• Neutralise any residual emissions through permanent carbon removal

This is categorically different from loose "carbon neutral" pledges that rely on offsetting alone, a distinction audiences and regulators increasingly understand.

3. Understanding Scope 1, 2 and 3 Emissions

For music, media and entertainment companies, the scope framework is particularly important:

• Scope 1 – Direct emissions from owned sources: tour buses, generators, on-site fuel use at venues or studios
• Scope 2 – Indirect emissions from purchased electricity: powering arenas, broadcast facilities, streaming data centres
• Scope 3 – Value chain emissions: artist and crew travel, audience travel, merchandise manufacturing, supply chain vendors, streamed content delivery

Scope 3 is where the real challenge (and opportunity) lies. For many entertainment businesses, it accounts for 70–90% of total emissions, making supply chain and vendor engagement absolutely critical.

Why SBTi Targets Matter for Music, Media & Entertainment

Fan and Audience Expectations

Today's audiences, particularly younger demographics, hold brands and artists to a higher environmental standard. An SBTi-validated target offers verifiable proof of genuine action, not just good intentions.

Investor and Sponsor Pressure

ESG-focused investors and brand sponsors are increasingly requiring credible climate commitments before committing capital or partnerships. Third-party SBTi validation provides the rigour they demand.

Regulatory Compliance

Climate disclosure regulations are tightening globally. The EU's Corporate Sustainability Reporting Directive (CSRD) and emerging regulations in the UK and US mean that large entertainment businesses will soon be legally required to disclose and evidence climate action. Getting ahead now avoids costly scrambles later.

Supply Chain Accountability

Major labels, broadcasters, studios and streaming platforms are beginning to require SBTi alignment from their suppliers and partners. Being SBTi-committed strengthens your position in tenders, contracts and long-term partnerships.

Reputation Protection

In an industry where reputation is everything, greenwashing allegations can be devastating. SBTi targets, validated by independent experts, are your strongest defence.

The Unique Sustainability Challenges of Music, Media & Entertainment

No two industries are the same, and the entertainment sector faces a distinctive set of sustainability challenges that require specialist knowledge to navigate:

• Live events and touring – Complex, multi-vendor, multi-geography operations with fragmented emissions data
• Film and TV production – High-energy sets, short production cycles, and intricate supply chains
• Streaming and digital media – The hidden carbon cost of data infrastructure and content delivery networks
• Music merchandise and physical media – Manufacturing, logistics and retail emissions that sit deep in the value chain

Generic sustainability frameworks often fail to account for these nuances. That's why sector-specific expertise isn't just useful, it's essential.

How the SBTi Validation Process Works

Setting an SBTi target requires more than a press release. Companies must go through a formal, multi-step process:

1. Commit – Submit a letter of commitment to the SBTi, pledging to set science-based targets within 24 months
2. Develop – Measure your baseline emissions across scopes 1, 2 and 3 using approved GHG Protocol methodologies
3. Submit – Submit your targets to the SBTi for independent review and validation
4. Communicate – Publicly disclose your validated targets
5. Report – Disclose annual progress through CDP or equivalent reporting platforms

Each stage requires technical precision, regulatory knowledge, and an understanding of how your specific business operations translate into carbon data — particularly when your supply chain spans continents and vendor types.

Common Misconceptions About SBTi Targets

"We can just offset our way to net-zero."Offsets are only a last resort under the SBTi framework. Deep, real emissions reductions, not carbon credits, are the foundation.

"SBTi targets are only for big corporations."The SBTi has accessible pathways for SMEs, including through the SME Climate Hub. Smaller agencies, production companies, and venues can all participate.

"Our industry is too complex for SBTi frameworks."The complexity of music, media and entertainment is real, but it's surmountable with the right expertise. Sector-specific guidance and experienced partners make it entirely achievable.

Getting Started: How Hope Solutions Can Help

Understanding SBTi targets and what they mean is one thing. Turning that understanding into validated, measurable action is another — and that's exactly where Hope Solutions comes in.

Hope Solutions are globally recognised environmental sustainability leaders dedicated exclusively to the music, media and entertainment sectors. Their science-backed, regulatory-informed approach means they don't just advise on sustainability in theory, they deliver it in practice, having spent decades embedded in the industries they serve.

From end-to-end procurement overhauls to emissions measurement, reporting, and SBTi standard implementation, Hope Solutions converts the desire for change into documented, verifiable action.

Their team includes published authors and trusted advisors to globally recognised bodies such as the ISEP, bringing a level of credibility and network reach that generic sustainability consultants simply cannot match. Whether you're navigating complex vendor relationships, stakeholder communications, or the intricacies of Scope 3 supply chain emissions across a world tour, Hope Solutions knows exactly which levers to pull.

Ready to set your SBTi targets? Chat with us to speak with the specialists who understand your industry from the inside out.

The Bottom Line: SBTi Targets and What They Mean for Your Business

SBTi targets represent the most credible, science-aligned framework available for corporate climate action. For music, media and entertainment businesses, they are fast becoming a baseline expectation, from audiences, investors, regulators, and supply chain partners alike.

The question is no longer whether your business needs science-based targets. It's how quickly you can set them, and who you trust to get it right.

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