Engage with caution and act with integrity, is the advice from communications experts Tal Donahue and Scott Addison of Infinite Global.
The COP29 summit in Azerbaijan presents a complex set of communications opportunities and challenges for organisations.
The current event has already generated several significant controversies, from its originally all-male organising committee to scrutiny of the host country’s media freedoms and human rights record, as well as backlash against the recent pledge to increase fossil gas production by state-owned energy company Socar.
There has been a number of accusations – as with previous COPs – of using the event for ‘greenwashing’. Our own media analysis shows that, historically in the UK media, such stories have peaked just before and during the events.
The only exception in recent times was May 2024, when the introduction of anti-greenwashing rules under the new Sustainability Reporting Directive caused a spike in media reporting.
For brands contemplating media or stakeholder engagement around COP29, navigating these complexities is not without risk. Whether it’s a fear of regulatory backlash or negative media coverage, some brands may opt out of participating in the climate conversation relating to the event.
Such hesitation may exacerbate the growing issue of ‘green hushing,’ where companies opt for silence rather than risk scrutiny, potentially undermining the broader climate mission.
Unlike previous COPs, this summit’s emphasis will largely be on climate finance, in advance of the new Nationally Determined Contributions (NDCs) to be confirmed in 2025 as per the Paris Agreement timeline.
The event is likely to focus more on technical responsibilities and finance mechanisms rather than big announcements on strategy or policy. Some business leaders might choose to abstain from participation, given that the summit could be more state-centric and less engaging for brands compared to previous years. Several large banks and investors, such as Bank of America and Blackrock, have already announced they will not be attending.
COP Communication: Getting It Right
Trust is fragile, and any mismatch between what brands say (or don’t say) and what they do (or don’t do) could lead to reputational damage.
Companies must consider this risk extends not only to customer relationships but to employee loyalty. Negative media coverage or regulatory action could harm brand perception and internal culture, potentially leading to talent loss and lower employee morale.
Indeed, there’s growing evidence that climate credentials can influence talent acquisition and retention and, increasingly both employees and job candidates are assessing companies’ sustainability practices as a key factor in their career decisions. Totaljobs’ research found that 73% of candidates would not apply for a role if an employer tried to appear more environmentally friendly than they actually were.
Fundamentally, COPs are opportunities for brands to share their innovations and contributions, potentially inspiring others and influencing both business and consumer behaviour.
But doing so requires careful thought, deliberate planning, and a transparent approach to be salient and effective.
1. Make sure your house is in order – Before jumping head-first into the conversation around COP, it’s important to be clear on where your organisation stands on the issues and performance in terms of your climate and sustainability journey. Talking a big game without doing much about it is not likely to be easily forgiven or forgotten by stakeholders or media.
2. Be aware of regulation – Brands must be mindful of the tightening regulatory landscape around climate and sustainability issues, particularly when it comes to reporting and transparency. In the UK, the CAP Green Claims Code, enforced by the Advertising Standards Authority (ASA), and the Sustainability Reporting Directive’s anti-greenwashing rules have made compliance more challenging. Regulatory breaches may result in reputational damage, legal repercussions, or financial penalties. This is particularly relevant given that investigative journalists or whistleblowers could easily expose inconsistencies between a brand’s claims and its actual impact.
3. Focus on data, not jargon – Transparency is crucial, and any organisation would be wise to base public statements on measurable data. Understanding and quantifying their own climate impact could be the best first step before making claims about sustainability efforts. Phrases like “green” or “sustainable” are increasingly unlikely to hold up unless clearly defined and backed by evidence. By positioning any efforts as improvements or steps on a journey – rather than absolute claims – brands are less likely to be accused of greenwashing. Getting to grips with Carbon Literacy can be a benefit here.
4. Think beyond the media – Engaging with the media is important of course, but internal communications are likely to be equally or even more valuable. Employees often seek reassurance that their employer aligns with their values, and internal engagement – while less visible – will likely help build morale and ensure that employees feel part of the company’s sustainability journey. For brands, it may be a chance to mobilise staff support and strengthen internal alignment around issues that your workforce cares about.
Engage with Caution, Act with Integrity
The challenges for brands looking to engage with COP29 are evident and companies must carefully consider how they participate.
Brands must focus on authenticity and engage in specific issues and aspects of the conversation where you have a legitimate view, stake or experience. If approached with transparency and integrity, the summit is as an opportunity to share real, data-backed stories and experiences. It can serve as a valuable and impactful brand-building platform whilst contributing to the wider aims around climate change.
