Climate change has become a pressing global issue and as one of the most vulnerable countries in the world, Pakistan faces significant risks – some of which have already manifested themselves in the form of super floods, torrential rains and intense heatwaves. Pakistan’s Ministry of Climate Change has been implementing a National Climate Change Policy since 2012 and has agreed to contribute to global emissions reduction efforts in line with the Paris Climate Accord of 2015. In this fight against climate change, private sector companies carry a big responsibility and several brands have launched initiatives in this direction. However, the question remains: Are brands actually doing enough to raise awareness and take the required action, or are they merely making superficial commitments?

Is Sustainability Just a CSR Initiative?

Although most brands have taken positive initiatives, many have done it as a part of their CSR efforts – and perhaps mainly to showcase said efforts in their annual reports. This does not mean these efforts are not sincere, but it does raise questions as to why these brands have not integrated sustainable business practices as part of their operations, rather than limiting such initiatives to CSR. By adopting sustainable practices, their CSR efforts will carry greater weight and reinforce their commitments. For example, the Green Office project, an initiative by WWF-Pakistan, certifies companies that follow sustainable practices and measures them against specific criteria. K-Electric, Engro, Fatima Fertilizers, PTCL and Gul Ahmed are among the brands participating in this project.

How Much is Enough?

While the operations of some businesses depend on practices that are not always environment-friendly, some steps can be taken to mitigate the negative effects. In 2021, about 44% of consumers globally said they are more likely to buy from brands with a commitment to sustainability. Nestlé has taken a series of impactful initiatives in this area. In 2023, the company invested two billion rupees to establish a 2.5 MW solar plant at its Kabirwala factory – a step that is expected to cut greenhouse gas emissions by approximately 1,800 tons annually. The company is also engaged in promoting drip irrigation systems and water management initiatives. On the consumer front, Nestlé is now using paper straws. Unilever has also made a significant commitment to addressing plastic waste, aiming to achieve 100% plastic neutrality by the next year, and claims 50% plastic neutrality presently.

While these are steps in the right direction, many companies often become the target of significant criticism for their environmental practices in terms of their business operations. Imagine a fashion brand that introduces an ‘eco-friendly’ clothing line, a good initiative, but continues to use unsustainable production practices. The whole point is simply missed. In this respect, the Break Free from Plastic Coalition’s Global Brand Audit Report for 2023 has highlighted several major corporations as top polluters, including Coca-Cola, Nestlé, Unilever, PepsiCo, P&G and British American Tobacco. The report emphasised that although these companies have made claims about their efforts to enhance plastic recycling, the reality is that less than 10% of plastics are recycled.

Dangers of ‘Greenwashing’

As sustainability is becoming a preference for consumers, brands are looking for ways to reinforce their commitment to the cause. However, there is always the danger of greenwashing: when a company gives the impression of following green practices but is actually falling short – creating an eventual credibility gap. For example, earlier this year, the Competition Commission of Pakistan (CCP) took action against 12 firms in the beauty industry for advertising their products as ‘organic’, ‘chemical-free’ and ‘natural’, without providing any scientific evidence to substantiate these claims. Businesses who engage in such practices take these risks only when there is low compulsion and pressure from consumers. Unlike markets in Europe and North America, consumers in Pakistan do not demand strict sustainability practices from the brands they purchase. This allows brands to escape scrutiny and make surface-level environmental claims without substantial follow-through. Furthermore, while climate policies are in place, their enforcement within the business community remains weak.

Small Businesses, Big Steps

Several start-ups and local businesses have made sustainable practices a core part of their operations. They include EcoPak, CodeGreen PK, Aabshar, MyWater and Breathe IO. TrashIt, a sustainability-based start-up, provides onsite composting consultations and alternative solutions to incineration. To conclude, although many companies are taking sustainability-worthy initiatives, a large majority are still not prioritising concrete actions to address climate change. A real difference can only be made when all businesses move beyond surface-level claims and integrate genuine, long-term sustainability efforts into their operations – at least partially, if not completely.

Alyan Khan-Yusufzai is an advertising practitioner with over a decade of experience in multiple regional markets.