Sustainable Communication at This Year’s UN Climate Change Conference
Making an Impact with a Value Add
In the lead up to COP28, organisations of all shapes and sizes are keen to roll up their sleeves to communicate their roles in meeting climate goals. But organisations must consider whether their message is adding real value to the climate debate, and this must be done modestly.
There will no doubt be a lot of corporate announcements coming from businesses at this year’s COP28, but like any business output, a less is more approach would be the more sustainable. Companies should try not to use this international meeting of climate change leaders to focus on services or products. Aligned communication should be sensitively focused on the crisis at hand, and how the industry can come together to tackle the burning issue.
The Global Stocktake report, the latest warning from the U.N. about environmental perils, will form the basis of the COP28 talks in Dubai at the end of the year and follows months of wildfires and soaring temperatures. And it is a monstrous challenge. One that needs to be faced now, and united. That is the ultimate aim of the United Nations Climate Conferences of course. Organisations that are working in partnership with other strategically aligned companies, think-tanks, academics or non-profits to make positive strides in the climate change battle will fare well. Collaboration is therefore crucial. No organisation, no matter the size, can do this alone.
Similarly, those organisations that can demonstrate a roadmap in their own sustainable journey, as well as what they are doing to help communities, businesses and other sectors of society to be more sustainable. Clear tangible frameworks and metrics are key in communicating this message. Sustainability focused media will expect all company data to be verified by industry frameworks. Organisations need to communicate not only plans for the future, but what has already been done and how future goals will be measured.
Profiling of leadership pioneering sustainability in the organisation is another way of showcasing the organisations right to be in the ring. That being said, leadership must have a credible interest in ESG, both at a business and national level. Evidence of work that demonstrates individuals ESG CV is required to make any real impact with media. Attendance at local community initiatives, business partnerships and parliamentary groups are tangible are welcome additions.
Finally, organisations that tie campaigns and thought-leadership to the key themes of COP28 are more likely to resonate with audiences. The COP 28 themes are: Technology & Innovation, Inclusion, Frontline Communities and Finance, are more likely to resonate with audiences. Remember we cannot do this alone, so collaboration is the word of the moment.
The ultimate aim of COP28 is to engage governments at the ministerial, and technical levels to lay the groundwork “to deliver a successful COP 28 that drives global transformation towards a low-emission and climate-resilient world, fosters ambitious climate action and facilitates implementation, including the related support”. Any organisation has a responsibility to act in a sustainable way and work towards meeting climate goals. That is not to say that COP28 should be used as a way to communicate business strategy and goals. It is important that any business that decides to participate in COP28, should do this in a honest and modest manner. Companies that do use this as a timely hook to showcase their own sales offering will only end up being ignored or, at worse, be called out for crass timing and self-serving sentiment. Be warned.
