In Vancouver, on the set of the Netflix show Virgin River, a shift towards sustainability is evident as the company replaces traditional diesel generators with greener alternatives like hydrogen power units and solar-powered trailers. This move is part of Netflix's plan to halve its emissions by 2030, aiming to lead the way in environmentally friendly film and TV production. Despite facing challenges due to the decentralized nature of the entertainment industry, Netflix's sustainability officer is optimistic about incentivizing emissions-reducing behavior. However, the company's emissions increased in 2022 compared to 2019, its baseline year, partially due to external factors like work stoppages. Netflix's sustainability efforts reflect a broader trend among major corporations striving to meet climate goals, with some resorting to questionable methods like renewable energy certificates and carbon credits. As Netflix navigates the balance between growth, revenue, and sustainability, the entertainment giant faces the challenge of aligning creative visions with environmental responsibility, a task essential for driving real positive change in the industry.