Advertising has the ability to influence opinions and drive habit change, and with climate change fast becoming an urgent reality, the industry is uniquely positioned to spark awareness, inspire action and create impactful narratives that resonate with global and local audiences.

Many Western brands have combined creativity with purpose and crafted campaigns that not only sell their products successfully but do so with purpose – they educate and inspire. Patagonia has famously built its entire brand ethos around sustainability. Their ‘Don’t Buy This Jacket’ campaign was a bold call to rethink overconsumption. By discouraging purchases and promoting repair and reuse, Patagonia highlighted the environmental impact of fast fashion, turning its advertising into a platform of advocacy. In doing so, their sales increased by an estimated 30%.

For cynics, good purpose-driven campaigns must be linked to the brand’s equity and business; otherwise, it will only amount to a one-off. Patagonia has been remarkably consistent with their purpose, committing one percent of their sales (or 10% of profits, whichever is higher) to environmental initiatives since 1986, before it became fashionable.

Similarly, IKEA embraced sustainable living with its ‘Save The Planet With A Fork’ campaign, encouraging plant-eating as a way to reduce carbon footprints. Again, a bold move by a company known for furniture as much as for its Swedish meatballs. They also offer a ‘buyback option’ for customers to return broken or well-used IKEA furniture to be recycled instead of throwing it in the dump.

In Pakistan, the intersection between advertising and sustainability is unexplored, partly because the consumer does not comprehend the severe threat posed by climate change. Pakistani brands have an untapped opportunity to address these challenges while building connections with socially conscious consumers.

Perhaps Pakistani brands could craft localised campaigns with narratives that are relatable and not preachy. For instance, a bottled water brand could advocate the efficient use of water while promoting clean drinking water. Similarly, a detergent brand could run a campaign encouraging the use of cold water washes to reduce energy consumption. Local apparel brands could champion slow fashion by emphasising the longevity and repairability of their products. Food and beverage companies could use advertising to highlight their recycling initiatives and sustainable sourcing practices. PepsiCo and Coca-Cola have already done so; perhaps by creating more noise around their initiatives, they may be able to influence local food and beverage companies to follow suit.

Collaborations with key influencers and an effective use of social media by brands will add greater authenticity and facilitate a greater reach of these messages, especially among younger audiences who value purpose-driven brands.

The road ahead requires creativity, authenticity and a commitment to change. Pakistani brands have the opportunity to not only raise awareness but inspire collective action. Let’s draw inspiration from global successes and tailor campaigns to local needs. The future of our planet depends on the stories we tell today.

Rashna Abdi is CEO, Vitamin C.
rashna@vitamincdigital.com