I don't know why people keep trying to promote altruism as a primary marketing message when there's a much more direct one.
Eat local and sustainable food to help local farmers? No! Eat it because it's way way way better for you. You'll live longer. You'll live better. You'll save money on health care costs. There's much better primary messages to choose from when trying to get people to make the change.
Same with global warming. Don't pollute because it'll decrease the water supply in sub-saharan Africa? No! Don't pollute because you have no idea how dangerous the air you're breathing really is. You have no idea how dangerous the mercury levels in the water you're drinking really are.
It's way easier to make a change in your life when you see a direct benefit of that change. It's simple marketing.