Cryptic crossword clue
  The objective for people in general is to stop pollution and keep alive 7

The most common and most likely answer to this crossword clue is the 7 letter word SUSTAIN

I've seen this crossword clue in Independent
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Buddy explains!

The straight part
We know that "keep alive" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case keep alive = sustain.
The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.
This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.

What does SUSTAIN mean?

SUSTAIN noun
  1. A mechanism which can be used to hold a note, as the right pedal on a piano.
SUSTAIN verb
  1. To maintain, or keep in existence.
  2. To provide for or nourish.
  3. To encourage or sanction (something).
  4. To experience or suffer (an injury, etc.).
  5. To confirm, prove, or corroborate; to uphold.
  6. To keep from falling; to bear; to uphold; to support.
  7. To aid, comfort, or relieve; to vindicate.

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