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The final countdown: what communicators can learn from COP29
November 27, 2024
At the Climate Ambition Summit in 2023, UN Secretary-General António Guterres said: “Humanity has opened the gates of hell.” He continued, “The future of humanity is in our hands…We can – and we must turn up the tempo. Turn plans into action. And turn the tide.” This year, many world leaders at COP29 said the same.
More needs to be done – and now. So what can communicators do in the race to meet the climate crisis head-on?
Greenwashing: a continuing issue
The first thing to say is that greenwashing is very much still here. Despite increasing regulations such as the EU Green Directive (to name just one), there is still a lack of transparency and understanding around green claims. As communicators in 2024, we like to think of ourselves as well-versed in the arena of greenwashing. Yet, according to a new report, nearly one-third of companies flagged for greenwashing last year were found engaging in the same practice in 2024.
The role of communicators in ESG strategies
Along with climate action pledges, plans and transition progress at a national level, communicators have a role in educating businesses on what is and is not considered greenwashing. Bringing in qualified sustainability experts who can offer neutral counsel and sector-agnostic advice at a corporate level helps support client teams and the organisation as a whole.
When considering ESG communications strategies, change must first come from within. It may seem like an obvious statement, but many businesses look at what they can say externally first, before reviewing internal communications initiatives to educate, empower and encourage employees to get behind the company and advocate for climate change. Once these foundations are in place, external communications can then begin.
Concerning external communications, it is best to start slowly and tread carefully. With so much pressure on companies to communicate something – anything – around ESG and an ever-increasing number of regulations, some firms have a tendency to rush and make claims that they aim to meet in the not-too-distant future. This is greenwashing.
It’s better to be clear about progress: a modest and honest approach is required. Media and consumers are climate literate and will see straight through any bluster. Back up all your claims, reference where you can and state that more is to be done.
Building credibility through research and action
Communications experts should tie all communications back to the UN Sustainability Goals, using the seventeen SDGs as a framework for where the business ranks. The UN-backed standards make it possible to reward leading entities taking bold, credible steps.
Consider encouraging clients to undertake a thorough life cycle analysis (LCA) that can show where improvements need to be made, areas of strength and crucially where issues may occur in the not-too-distant future – if changes are not made. This preparedness may save greenwashing challenges in the future.
Finally, a word on research. Industry and third-party research are vital when building out a sustainability strategy at a business and corporate level. A great place to start your research is to check if the company is aligned with any of the UN’s climate and sustainability initiatives, such as the UNFCCC’s Race to Zero.
Consider primary research based on competitors, customers and/or wider stakeholder views and behaviours. Not only does this provide a clear picture of the organisation, but it may also attract thought-leadership opportunities in the form of annual research reports, op-eds, speaking engagements and awards. This research is evergreen and can be used as a barometer year-on-year.
Action has not been forthcoming in the past. Ahead of COP30 in Brazil, more needs to be done and communicators need to tackle the issue of greenwashing – not just to avoid fines – but to ensure a more transparent and trustworthy channel for future communications. There is a real opportunity for communicators to make meaningful changes right now.
How we can help
At FINN Partners, we help clients navigate sustainability and ESG challenges. From combating greenwashing to crafting transparent communications, we ensure your message builds trust and credibility.
POSTED BY: Terri Bloore
