Each year, Earth Day prompts a wave of eco-conscious campaigns from brands everywhere. But in an era of increasingly informed audiences, superficial greenwashing no longer cuts it. In this region—where sustainability is rising on the public and governmental agenda—there is growing pressure on brands to move beyond token gestures and build sustainability into the heart of their communications strategy.
Authenticity, transparency and long-term thinking are now the pillars of impactful sustainability narratives. So how can brands in the region step up and lead the way?
- Align PR campaigns with genuine operational change
The most effective sustainability storytelling starts from within (this goes for any storytelling, actually!) Before activating a campaign, brands must ensure they’re making measurable efforts to reduce environmental impact across their operations—from supply chain efficiencies to waste reduction and renewable energy use.
In the UAE, Emirates Airlines’ sustainability campaign doesn’t just highlight future commitments; it actively documents its efforts to modernise its fleet for greater fuel efficiency and improve in-flight recycling. By tying its messaging to clear action, the brand builds credibility and avoids the pitfalls of empty PR.
- Embrace transparency and honesty
Audiences today value transparency over perfection. Brands that acknowledge challenges and openly communicate their sustainability journey—warts and all—tend to gain more trust than those that paint a flawless picture.
For example, Saudi-based dairy producer Almarai has made environmental reporting a central part of its communications, publishing an annual sustainability report that openly shares progress and areas for improvement. This type of openness creates a stronger foundation for meaningful engagement with stakeholders.
- Connect with local culture and vision
In this region, national visions such as Saudi Vision 2030 and the UAE’s Net Zero 2050 strategy have positioned sustainability as a national priority. Brands should ensure their campaigns reflect these broader goals and cultural values.
Etihad Airways, for instance, integrates its “Greenliner” programme into both its sustainability mission and national objectives. Its campaign around fuel-efficient flights connects innovation, national pride, and global responsibility—while remaining culturally relevant to regional audiences.
- Engage employees and communities
The most compelling sustainability campaigns often come from within. Internal engagement and community involvement can turn employees and local stakeholders into powerful advocates.
During previous Earth Day activations, companies like OQ in Oman have launched internal environmental challenges, beach clean-ups, and community tree-planting drives—ensuring their campaigns go beyond content and create real-world impact.
- Partner with experts and NGOs
To build credibility, brands should collaborate with environmental experts, NGOs and government bodies. This adds substance to their campaigns and demonstrates a willingness to be held accountable.
In Qatar, for example, Qatar Foundation frequently partners with sustainability experts to promote environmental education and initiatives such as the Earthna Center for a Sustainable Future. These partnerships position the organisation as an active contributor to the national sustainability conversation.
- Prioritise storytelling over slogans
Real stories beat recycled taglines every time. Whether it’s showcasing the innovation behind a new eco-friendly product, profiling employees leading green initiatives, or sharing customer journeys, brands should use storytelling to make sustainability personal and human.
A recent campaign by Red Sea Global tells the story of how its infrastructure protects marine ecosystems. This kind of narrative moves audiences emotionally and intellectually—making a lasting impression far beyond Earth Day.
Here, on the ground, as we push forward with bold national visions and sustainability goals, the opportunity for brands to take a leadership role is clear. Earth Day should serve not just as a campaign moment, but as a reminder to integrate sustainability into brand purpose year-round.
Authentic sustainability narratives are not built in a day—they are earned through action, openness, and long-term commitment. For PR and marketing professionals, that means thinking beyond stunts and building strategies that genuinely reflect the values of people, planet, and purpose.
Have you seen any brands doing it well? Would you like to do more? It’s something we are particularly passionate about, so please email sam@footstepcommunications.com to have a chat if you want to do more.
