This report summarises the second Mirrors or Movers? conference, hosted by the BBC in June and organised by the Media CSR Forum, a Carnstone multi-client project. The event brought together more than 100 people from 34 major media companies to discuss the role of media in society. Specifically, we looked at the impacts of media content in the areas of women, the environment and privacy. Video summaries of individual sessions are also available - follow the article link below.

The media sector faces many unique social and environmental challenges, setting it apart from other sectors. This report builds on previous stakeholder surveys to identify not only what those issues are, but whether they are operational, strategic or material. The research is based on input from media professionals within the industry as well as media analysts from financial institutions.

Does media content, in all its forms, merely mirror society or does it move it? Should the sector actively seek to shape public debate, change behaviours and promote sustainable lifestyles as its contribution to social responsibility? This report is the first of its kind highlighting a sensitive area for most media organisations. Based on interviews and discussions with industry experts, this report provides a framework and structure for the debate.