By combining education, activism, and collaborative partnerships, Sustainable Action Now stands as a model for nonprofits committed to protecting the planet and its inhabitants while inspiring communities to live more ethically and sustainably.
Under the banner of Sunset Entertainment & Media, Sustainable Action Now, founded by Don Lichterman, has emerged as a leading force in environmental activism and social responsibility. This nonprofit division dedicates itself to a wide spectrum of causes, ranging from wildlife conservation to climate advocacy, and works tirelessly to foster a more humane and sustainable world.
At the heart of its mission is a commitment to protecting animals and wildlife from exploitation. The organization takes a strong stance against the use of animals in entertainment, including circuses, movies, and television shows, advocating for the ethical treatment of creatures large and small. Projects focus on high-profile species such as bears, elephants, lions, tigers, and whales, while also addressing broader issues like live animal transport, trophy hunting, and wildlife extinction prevention.
Sustainable Action Now maintains an active Rescue Network, partnering with organizations such as Hope For Paws, Flying Fur, Animals Asia, PETA, and FOUR Paws International. Through these partnerships, the organization rescues animals from cruelty, provides rehabilitation, and supports long-term sanctuary care. This network also extends its reach to public education, spreading awareness about the realities of animal suffering and the urgent need for protective legislation.
The nonprofit’s impact extends well beyond animal welfare. Climate change, environmental degradation, and responsible resource use are central to its agenda. Sustainable Action Now challenges exploitative practices, whether it’s the destructive plundering of natural resources for profit or unethical agricultural practices like cotton picking and plantation labor abuses used in Prisons. By advocating for sustainable policies and community education, the organization works to reduce human impact on the planet while promoting social equity.
Sustainable Action Now also engages in social justice and human rights initiatives. The organization supports the Innocence Project, campaigns for gun safety, and works to raise awareness around systemic issues like private prisons and the death penalty. Through a combination of advocacy, grassroots action, and public campaigns, it seeks to create meaningful change in both human and animal communities.
The nonprofit further emphasizes youth engagement, offering programs that empower our youth to take active roles in activism and civic responsibility. By combining education, media outreach, and hands-on initiatives, Sustainable Action Now cultivates a generation of informed and passionate advocates for both the environment and animal welfare.
In addition to advocacy, the organization promotes practical solutions to support ethical living. Efforts include campaigning against testing on animals, highlighting sustainable dietary choices, and discouraging support for facilities like zoos and safari parks that exploit animals for entertainment. Through these initiatives, Sustainable Action Now encourages the public to align their choices with principles of compassion and sustainability.
For those seeking to engage with actionable, humane, and environmentally conscious projects in New Jersey and beyond, Sustainable Action Now offers a comprehensive platform. Its work bridges the gap between animal welfare, climate advocacy, and social responsibility, demonstrating that a single organization can drive meaningful change across multiple sectors. For more stories on the organization’s campaigns, rescues, and ongoing initiatives, visit Explore New Jersey’s Humane State section.
By combining education, activism, and collaborative partnerships, Sustainable Action Now stands as a model for nonprofits committed to protecting the planet and its inhabitants while inspiring communities to live more ethically and sustainably. The organization’s work continues to grow, proving that dedicated advocacy can make a real difference in the fight against cruelty and environmental neglect.
