I’ve worked in PR long enough to see it evolve from press releases and product placements to something bigger—and much harder to fake. These days, if your brand doesn’t stand for something real, it’s not just a missed opportunity. It’s a liability. Looking ahead, purpose-driven PR is under more pressure than ever. The bar is higher, and the tolerance for superficial messaging is gone. Let’s start with the shift in scrutiny.

Consumers now have AI-powered X-ray vision in their claims. That sustainability message on your homepage? It’s being checked—instantly—against supply chain data, third-party reports, and news archives. One Ipsos study found 63% of consumers think brands exaggerate their sustainability efforts. And now, they’re equipped to confirm or expose that in seconds.

Greenwashing isn’t just risky, it’s getting expensive. The European Union has proposed fines of up to 4% of annual revenue for misleading environmental claims. Regulators are catching up with public sentiment, and brands are being held accountable for the gap between promises and practices.

SEBI's ESG Disclosures 

India’s SEBI is also pushing hard. New ESG disclosure rules for the top 1,000 listed companies demand audited data on emissions, labour ethics, board diversity, and more. It's not enough to lay claim anymore. Now you have to back it up with third-party verification. In the US, tariffs, meanwhile force companies to rethink supply chains. While brands outsource to manufacture offshore to bypass cost shocks, consumers are now starting to pose some tough questions: Are the workers well-compensated? Are the new factories environmentally sound? IBM states that 77% of world consumers are happy to pay extra for transparent brands.

Purpose PR helps you face scrutiny, not deflect It

This is where purpose-driven PR matters most, not to deflect scrutiny, but to face it. Not to spin change, but to explain it with integrity. And here’s the deeper shift here. Purpose isn’t about one campaign or cause anymore. It’s about showing up—consistently—across climate, ethics, equity, and culture. One-off initiatives don’t cut it. Consumers want to know how your values live inside your operations, not just your ads.

Consider Patagonia. They don't merely speak of sustainability; they've gone and incorporated it into the business. They repurpose old equipment, refurbish it, and resell it. Their founder endowed the company to a trust that supports environmental activism. That's not PR—although a rather good one—done; that's identity. In technology, Microsoft has pledged to be carbon negative by 2030, and they're doing it by reporting in detail and third-party audit.

Natura & Co gets it right 

In Latin America, Natura & Co.—owner of brands like The Body Shop and Aesop—has shown what real purpose looks like at scale. It’s one of the few global companies to be carbon neutral across its entire operation. It publishes detailed impact reports, offers fair-trade pricing to suppliers, and even embeds sustainability metrics into executive pay.

On the other hand, fast-fashion brands continue to promote recycled capsule collections while running high-volume operations built on low wages and high waste. That contradiction is impossible to hide now, and it’s costing them trust.

Today, PR can’t be just storytelling. It has to be storytelling with receipts. Purpose isn’t just another content strategy. It’s your credibility strategy. Every message should pass through one filter: Is this true? Can we prove it? Are we living it when no one’s watching?

Aninditaa Guptaa, is the founder, Scenic Communication

You can find more information about PRmoment's ESG and Sustainability Awards here.