Green PR: Turning pollution into progress, one story at a time

According to a study published in The Lancet, over 2.3 million premature deaths occurred in India in 2019 due to pollution. Of these, nearly 1.6 million were attributed to air pollution, while more than 500,000 resulted from water pollution.

Rising pollution exacerbates climate change, resulting in economic losses, health risks, extreme weather events, and reduced agricultural productivity. A report by the World Economic Forum warns that climate change could cause over 14.5 million deaths and $12.5 trillion in economic losses globally by 2050.

This alarming data highlights the urgent need for environmental reforms and public health initiatives to combat pollution-related challenges. As climate change and sustainability crises deepen, businesses face increasing pressure to reduce their adverse environmental impact and take on the role of environmental guardians.

PR: The green superhero

Despite government initiatives and stakeholder programmes, greater environmental consciousness is still needed. Public relations (PR) can effectively connect with the public and raise awareness, giving green storytellers and PR managers a vital role in safeguarding the planet for future generations.

Humans are responsible for the loss of over 15 billion trees annually, significantly disrupting global ecosystems. Our oceans are under immense stress, with around 30% of fish stocks being exploited to the brink of extinction, posing a severe threat to marine biodiversity. Similarly, freshwater populations have declined by more than 80%, signalling a critical crisis in aquatic habitats.

The Arctic—a remote yet essential region for Earth's climate—has experienced a dramatic transformation, with summer sea ice reducing by a staggering 40% over the past four decades. These trends paint a troubling picture of the future if current patterns persist.

On National Pollution Prevention Day, observed today, green storytellers and PR professionals are championing the urgent need for organisations and the PR sector to initiate meaningful and sustainable actions. By leveraging effective storytelling and strategic communication, green PR can promote environmentally sustainable practices that minimise ecological footprints.

Such approaches not only showcase a brand's authentic commitment to environmental stewardship but also resonate with the growing demographic of environmentally conscious consumers. Compelling narratives and transparent messaging about sustainability foster loyalty and trust while driving positive change in the marketplace.

Catch ’em young

Green PR professionals have the potential to educate young people significantly about the environmental challenges they will inherit. By encouraging critical thinking and galvanising movements dedicated to preserving a clean, safe, and liveable planet, PR can make a meaningful impact.

Comprehensive environmental education campaigns, implemented from early childhood through higher education, can drive lasting change. Across the globe, many successful PR initiatives have raised awareness about environmental issues.

For instance, Nestlé Maggi's two-minute ‘Safai ke Naam’ (In the name of cleanliness) campaign, launched on World Environment Day 2022, encouraged fans to dispose of wrappers in dry waste bins, supporting the Swachh Bharat Abhiyan (Clean India Mission). Similarly, Hyundai Motor India’s ‘Save water challenge’ campaign urged customers to save water by opting for dry car washes during servicing, with each wash saving up to 120 litres of water.

PR plays a pivotal role in raising awareness, managing crises, sharing valuable information, and fostering emotional connections with communities through compelling storytelling. With tools such as speeches, campaigns, blogs, podcasts, press releases, conferences, sponsorships, product placements, and social media, PR can generate favourable public sentiment and inspire action.

India urgently needs more brands to offer long-term sustainable solutions, contributing to the nation’s net-zero goals. In light of alarming statistics on pollution and climate change, the role of green storytellers and PR professionals has never been more critical. They bear the responsibility to educate, raise awareness, and champion sustainability.

As recent studies underscore, effective environmental reforms and initiatives are paramount in addressing pollution’s impact on public health. For brands, embracing eco-friendly initiatives is not only a responsibility but also an opportunity to connect with an expanding base of consumers seeking sustainable products.

Through innovative storytelling and strategic communication, green PR fosters a deeper understanding of environmental issues while inspiring actionable change.

- Manish Sharma, co-founder of Key Communications is proud to be a green storyteller.