The Kingdom of Caring is a video installation that addresses the themes of capitalism and climate change, and how they meet in the shape of green washing and hypocrisy. These issues are critiqued through humour and references to Fairy tales and Disney.

My world building takes root in fairy tales. In particular the ones from the Romanticism movement of the 19th century, a time where people experienced fears of nature being threatened as a result of the industrial revolution. These ideas are manifested in the tales through a glorification of nature or even using it as a character. In the 20th century, Disney started using the fairy tale genre as their main formula of their films. They tweak the stories to all end happily, so they can sell the idea of hope. This I find to parallel with present day, in how people have fears of nature being threatened as a result of climate change. This fear is taken advantage of by big companies that utilise greenwashing. They tell their customers: if you buy products it will help fight climate change. Like Disney, they sell the idea of hope.

Both Disney and companies using greenwashing are very aware of their image in presenting themselves as institutions that care about care. Care for the planet, care for minorities, and care for future generations. However, behind the marketing, there is the reality of horrible working conditions and a business model that can never be sustainable. What they really care about – is making the biggest possible profit.