As per the study published in “The Lancet”, over 2.3 million premature deaths in India happened in 2019 due to pollution. Among these fatalities, 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 changes and reduced agricultural productivity. According to the World Economic Forum report, climate change may cause over 14.5 million deaths and $12.5 trillion in economic losses worldwide by 2050. This alarming data underscores the urgent need for environmental reforms and public health initiatives to combat pollution-related health issues in the country. As people are facing crises due to climate change and sustainability, there is an escalating demand for businesses to reduce their environmental impact and take the role of environmental guardians. Despite government initiatives and stakeholder programs, there is a need for increased environmental consciousness. Public relations is the most effective way to connect with the masses and raise awareness, green storytellers and PR managers have a huge responsibility to save our planet for future generations.
Humans are responsible for the loss of over 15 billion trees every year, significantly impacting global ecosystems. Moreover, our oceans are suffering, with around 30% of fish stocks being fished to the brink of extinction, posing a serious threat to marine biodiversity. Freshwater populations are also in decline, with numbers dropping by more than 80%, indicating a severe crisis in aquatic habitats. Meanwhile, the Arctic—a frigid and remote region vital to the Earth’s climate—has undergone a dramatic transformation, experiencing a staggering 40% reduction in its summer sea ice over the past four decades, raising concerns about the future of this fragile environment. This still raises the question that the world is on the brink of devastation if we continue to follow this pattern.
Green storytellers and public relations professionals are increasingly advocating for a pressing obligation for organizations and the PR sector to initiate meaningful and sustainable action. By harnessing the power of effective storytelling and strategic communication, green PR can promote environmentally sustainable strategies that minimize their ecological footprint. These innovative approaches not only highlight a brand’s genuine dedication to environmental stewardship but also resonate with the expanding demographic of environmentally aware consumers. Engaging narratives and transparent messaging about sustainability create a compelling connection with this audience, fostering loyalty and trust while driving positive change in the marketplace.
Green public relations professionals and storytellers have the potential to significantly educate the youth about the environmental challenges they will inherit. By inspiring critical thinking and fostering a movement focused on preserving a clean, safe, and livable planet, PR can truly make a difference. Implementing comprehensive environmental education campaigns from early childhood through higher education can lead to meaningful change. Across various countries, numerous effective PR initiatives have been launched to advocate for environmental awareness. One such example is “Nestle Maggi’s 2-minute Safai Ke Naam” PR campaign launched on World Environment Day 2022. This successful campaign educated the Maggie fanatics about the Swacch Bharat Abhiyan and urged them to participate in it by disposing of wrappers in dry waste dustbins. Just like that, Hyundai Motor India’s ‘Save Water Challenge’ campaign encouraged customers to save water for the next generation by dry washing their cars during servicing. Each dry wash can save up to 120 litres of water.
Public relations plays a major role in raising awareness, managing crises, providing valuable information, and fostering emotional connections with the community with compelling storytelling. With public relations tools such as speeches, PR campaigns, blogs, podcasts, press releases, news conferences, publicity efforts, sponsorships, product placements, and social media, PR can play an instrumental role in generating favourable public sentiments.
Currently, the country needs more and more brands to provide long-term sustainable options to the public to contribute further to the country’s net zero goal.
In light of the alarming statistics revealing the dire consequences of pollution and climate change, the role of green storytellers and public relations professionals has never been more critical. They have now the responsibility to educate, be aware and promote sustainability. As highlighted in recent studies, the urgent need for effective environmental reforms and initiatives is paramount in addressing the challenges posed by pollution and its impact on public health. The commitment to environment-friendly initiatives is not just a responsibility but an opportunity for brands to resonate with a growing base of consumers seeking sustainable products. Innovative storytelling and strategic communication, green PR fosters an understanding of environmental issues while encouraging actionable change.
