"Be the Change" Might Need a Change

Rethinking Global Efforts Toward a Sustainable Future

"Be the change you wish to see in the world" is a phrase rooted in history, but in 2024, it's clear we need a new perspective. As Justine Sinclair's PR and Social Media agency advocates for authentic, meaningful change, we see the challenges more clearly than ever.

Let’s be honest: individual action alone won't solve global crises. It's not pessimism, it’s reality. Change requires collective action and structural reform—something we champion for our clients every day. While we can elevate brands, build personal legacies, and shape narratives that matter, the truth is, talking alone isn’t enough.

Growing up in a household where “waste not, want not” ruled my daily life, I tried to do my part. But real-world data paints a sobering picture: while global hunger rates slightly decrease, 783 million people still face chronic hunger. This shows that even as businesses and governments tout sustainability goals, the needle barely moves. The problem? A lack of transparency and genuine commitment from key players.

At Justine Sinclair, we believe in data-driven decisions. Our work isn’t just about creating powerful marketing campaigns—it’s about addressing real-world problems. So when the United Nations’ SDGs report shows that only 15% of their goals are on track while 48% are falling behind, it’s clear that empty promises aren’t cutting it anymore. It’s time for brands to be accountable—not just profitable.

Take fast fashion. Brands like Shein are built on overconsumption, yet preach responsible production. Or tech giants that claim to support sustainable futures but are embroiled in scandals around labor exploitation. We need more than greenwashing; we need genuine, transparent change.

As a PR agency, we drive brands to align their values with authentic action. It’s not about putting a “sustainable” label on a product or campaign; it’s about living those values at every level. And yes, it’s hard. But real change always is. That’s what leadership looks like.

We work with companies and influencers who are ready to do the hard work, brands that aren’t afraid to take accountability, and people who believe in building a better tomorrow. Sustainability isn’t just an environmental issue—it’s about equity, justice, and human dignity. We’re here to help you tell that story.

At Justine Sinclair, we walk the walk. We partner with visionaries who care about the future of our planet and its people. It’s not about small, performative actions—it’s about real, measurable impact.

Be the change? No. Be the force of transformation. Let's work together to shift the conversation from empty pledges to real progress.

Join us—because we lead the change.