KARACHI:
Often, environmental degradation is accepted as a necessary evil if it can ensure economic growth and development. But this warning can become a compound catalyst for disaster, particularly for countries like Pakistan, which are simultaneously struggling with lagging economic growth and environmental instability.
Considering the country’s precarious economic situation and its position as one of the worst affected by global climate change, the need for more sustainable alternatives is imperative. And to that end, looking for options closer to home may hold the answers.
As Shaista Ayesha, CEO of social impact ecosystem development and impact investing organization SEED Ventures, explained, “given the economic challenges, supporting local brands is an alternative to building the economy.”
To this end, under the banner of sustainability platform, What’s The Alternative (WTA), Ayesha and her team curated and created the ‘Alternative Lifestyle Festival’.
In keeping with the WTA’s focus on environment, lifestyle and wellness, the event took place at Beach Luxury recently and was open to the public at no cost. It functioned as a community-focused, transformative gathering that offered insight, highlighted sustainable ventures, and created spaces for creativity and learning.
As the latest addition to the WTA roster, the festival focused on the lifestyle aspect of the platform that brings together locals looking for sustainable alternatives and the industry leaders spearheading these changes.
Like all WTA events, the festival combined insight with enjoyment. To draw attention to those promoting alternative methods of production and development, the festival hosted an insightful panel discussion aptly titled ‘Options for Change’ where experts from various fields weighed in on the need for alternative approaches to development.
Andleeb Uroos Ahmed of Philip Morris (Pakistan) Limited noted that the sustainability agenda is built into the fabric of the business itself, a concept perfectly encapsulated by the parent company’s global focus on smoke-free alternatives.
Commenting on the “product transformation” taking place within the company, Uroos stressed, “we are moving towards less harmful alternatives.”
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At the same time, he noted that the company is very aware of its footprint and has supported campaigns aimed at reducing litter and encouraging recycling among others.
It was encouraging to see leaders from industries not always at the forefront of sustainability initiatives because it suggested a shift in trends.
Sadia Dada, Chief Marketing and Communications Officer of K-Electric, acknowledged as much, saying “I know the power sector is really the last place where this conversation is happening.”
At K-Electric, he stressed, the shift to a more sustainable path took into account that the electricity sector is both necessary and at the same time one of the major contributors to environmental damage. The approach adopted by K-Electric set a model that produced the required energy in a sustainable manner, while at the same time offsetting some of the negative by-products of the energy sector and helping to develop a ‘path to progress’.
Sustainable fashion insider Hasan Shehryar Yasin shared the importance of being very selective about what you attach your name to.
Commenting on fashion trends that negatively impact the environment, she noted, “fabric waste is a problem. And it’s going to be a looming problem very quickly, because the consumption and hunger for fashion consumption seems to be increasing more and more.”
In this light, he emphasized that “as a responsible citizen not only of Pakistan but a citizen of the world, I have to be very clear about where I exercise my influence.”
As a champion of craftsmanship and tradition, he firmly stated, “we don’t do fast fashion.” Opting instead to offer its customers a refurbishing service where they could bring in the HINAE pieces and refurbish them.
A leader in the farm-to-table space and co-founder of Karachi Farmer’s Market, Sarah Nasiruddin shared her journey to create a platform for clean producers and the consumers who want to support them.
Reflecting on the sheer success of the platform, he shared that “people are starting to notice changes in their health.” He enthusiastically noted “many of their health problems disappeared.”
Reflecting on the progress made by the Karachi Farmers Market, her ultimate takeaway was that “local, seasonal and clean food” is essential for a sustainable future.
During a fireside chat with environmentalist and master horticulturist Tofiq Pasha and US-trained child and adult psychiatrist and CEO & Founder of Synapse, Dr Ayesha Mian, he delved into mindful food and lifestyle choices and offered valuable advice on how to make food an essential part of one’s life.
A long-time advocate of conscious living and consumption, Tofik Pasha spoke at length about the importance of conscious living and conserving the earth. It offered thought-provoking insights into the colorful art of living mindfully, urging participants to reflect on their daily choices and adopt practices that align with both personal well-being and the natural world.
Reflecting on the collective new normal, where alarming rates of mental health disorders alongside health concerns are on the rise, Dr Ayesha Mian said that while ‘Covid has faded’, it has left another kind of ‘pandemic or endemic’ in its wake of.
He emphasized that while “all the focus is on tertiary care when everything has already gone wrong,” “prevention” is something we should all look towards in the direction of advocacy.
In an effort to champion and celebrate sustainable and healthier alternatives, the event also featured a vibrant market filled with eco-friendly products, organic food and beverage options, and sustainable alternatives to fashion, technology and craft.
Health and wellness-focused vendors shared space with educational and non-profit organizations. Special attention was paid to start-ups focused on sustainability.
Healthy food outlets like Organi’Kio and The Panjiri have excited taste buds with hearty, earth-friendly options. Labels such as Libas presented contemporary fashion pieces inspired by traditional craftsmanship.
While eclectic brands like Tween The Knots and Dastaan offered home decor pieces that were truly unique, skin care enthusiasts could also try organic products like 100% Wellness Co. While fitness enthusiasts found their refuge with booths from the famous TriFit gym and Karachi’s esteemed trainer Mantaha, encouraging everyone to adopt physical activity as an integral part of their well-rounded lifestyle.
The author is a Pakistani-Canadian content creator and author, who has written extensively about Pakistan with a particular focus on sustainability. Her work has appeared in Pakistani and North American publications
Published in The Express Tribune, March 4u2024.
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