Carbon Nation – a documentary for the often neglected Self Serving Non-Believers which according to The SHIFT Report’s Sustainability Passion Index make up 8 percent of the general population.

These folks are distinctly dispassionate about issues that do not affect them directly. Issues such as pollution, global warming and buying environmentally conscious products rank very low in terms of importance. Buying fair trade and local products and services are not important. Instead they rate issues such as connecting with friends and family, leading a balanced life and nurturing personal relationships quite highly. As well as broader issues that could affect them including employee treatment and being paid a living wage.

Carbon Nation is great example of using media to broaden the argument for moving away from fossil fuels and toward a low carbon economy by targeting those that might not be open to hearing traditional green marketing.

In theatres now.