Since the debate on climate change began in the west many were unaware of the intensity of global warming and the detrimental effect carbon emission and other greenhouse gasses were causing on the Ozone layer.
Pakistan is a country that possesses natural reservoirs, mountains, acres of fertile land, sandy beaches, forests, deserts, and snowy peaks and so it has been among the countries most susceptible to climate change. Where heatstroke in 2014 took thousands of lives, urban flooding left millions stranded without shelter and food, and an earthquake in 2005 took nearly sixty to eighty-five thousand lives, displacing 2.8 million.
BRAND CONSCIOUS IN THE WAKE OF CLIMATE CHANGE
Global brands such as Starbucks are among the pioneers of engineering and facilitating sustainability as they have transformed their entire business model around it. From the process used to cultivate the Cocoa beans to the packaging, they have moved towards environmentally friendly, organic, and plastic-free alternatives. Even their stores are greener carbon-free, built with a mission to provide ultimate satisfaction to their consumers and to reduce their carbon footprint on The Earth.
CONSUMER CONSCIOUS IN THE WAKE OF CLIMATE CHANGE
On the other hand, we cannot deny that these organic alternatives are much more costly than their plastic counterparts and brands are hesitant to move towards these plastic-free organic options. Today, the organic products market is one of the most profitable due to consumer demand. Because of social media, the world has become an even smaller place where geographical boundaries do not matter. Consumers are becoming more conscious and self-aware of their surroundings and want to protect their environment.
THE ORGANIC BEAUTY AND HAIRCARE INDUSTRY
In a world where everyone knows everything, nothing remains exclusive and people desire a sense of identity and belongingness. And being environmentally conscious is not only woke but relatable and validating as many might feel a sense of righteousness by using the cruelty-free, sustainable product even though it might cost them a fortune.
Companies were forced to become more ethical and eco-friendly and had to adapt to the demands of their consumers. The skin and Haircare and Cosmetics industry were the ones who were and still are at the forefront of these changes such as The Body Shop had to prove their products were cruelty-free after many rumors were instituted against them. Today The Body Shop is known for its vegan, plant-based, and cruelty-free products and has since increased its profitability.
Even in Pakistan, people are demanding the companies be environmentally friendly and plastic-free. The beauty and care industry is among the most profitable industries here in Pakistan and with the increase in income per capita and surge in affordability, people are moving towards high-end organic and plant-based products. People here want to be socially acceptable and responsible therefore they want to buy products and associate with brands that acknowledge their choices.
Pink Soul is an example of one such company that offers a wide array of organic products and is the first company in Pakistan to launch a hundred percent non-GMO verified products. Such companies are not only socially and environmentally conscious but are also mindful of their consumers and the impact they make on them and their lives.
BRANDS SUSTAINABILITY AND CONSUMER AWARENESS
The question that matters here is, can the brands be environmentally conscious without consumer awareness? Nestle recently introduced paper straws for their juices and beverages and it was not welcomed by the audience due to its poor and perishable quality and weak durability as compared to the hard-wearing and enduring quality of plastic straws.
Incidents like these tell us how important consumer awareness is, therefore companies like Neutrogena have partnered with research and advocacy organizations to advance alternative testing methods to ensure global standards are met and to advocate climate change and sustainability to raise awareness in the masses.
By doing this, they are not saving but spending billions of extra dollars and this shows how choosing an organic and natural cruelty-free alternative is a conscious choice and not a choice made just for the sake of profitability. Therefore many small-scale businesses are still in the pre-transformation period due to a lack of funds or a lack of resolution.
TRANSFORMATION THROUGH SUSTAINABILITY
One thing that we need to understand is that change is inevitable and companies who are avoiding addressing the elephant in the room are not going to last for long if they don't adapt and move towards sustainability. Whereas sustainability is not a program but a process of transformation that requires commitment and lifelong learning. The organic beauty care industry is a multi-million dollar industry that requires the persistence of companies as well as their customers and their understanding.
