The global crisis, the various extreme weather conditions, grolar bears (that’s right, part grizzly, part polar bears)… we felt inspired to cover sustainability for this quarter’s edition of PAP Marketing & Design Digest. Today we would like to invite you to join our journey and discover our next destination: Iceland.

One major issue in the Arctic is the heavy fuel oil released by burning fossil fuels. Black Carbon particles are not only a direct health risk, but in cold places like the Arctic, they solidify and cover snow and ice, making them absorb the sun’s heat instead of reflecting it. So they melt faster.

Of the several brilliant ideas presented at annual Arctic Circle Assembly conference back in 2016, the winning one was Electric Car Shares in Iceland: An Opportunity for Early Adoption. Since the project was initiated, Iceland has achieved over 50% of their cars to be electrically powered. All the energy used today, except for transport ships and airplanes, is non-fossil fuel. Iceland is committed to reducing its CO2 emissions by 55% by 2030 and becoming carbon neutral by 2040. The only way to reach that goal is by significantly reducing their consumption.

“Sustainability is being affected in the Arctic, because the Arctic is not only local, it is also global. It generates global challenges; it requires global solutions to address them.” And its health impacts the whole world.

We’re on the right track, as a planet, towards saving the Arctic from Black Carbon, and therefore the world, of its nasty impact. In solidarity with all who are enduring these cold months and scarce heating, we hope you enjoy this bit of ecological positivity and stay in touch to see where the PAP boat takes you next.

All the best,

Metin Mirasyedi
Founder & Managing Director of PAP – THE BRAND