Miki Hirasawa Ashton, Senior Adviser, for GlobeScan – Middle EastAs COP30 draws to a close, many of us have had to adjust our communication style in a year where green-hushing concerns overshadowed fears of greenwashing. While COP28 in Dubai offered a highly visible stage for climate ambition, COP30 in Belém has taken on a more measured tone.
Dubai saw its COP scale up to anchor the UAE Consensus and secure commitments on transitioning away from fossil fuels and tripling renewable energy capacity. Belém, by contrast, has seen fewer brand-led activations and far less visibility, though not less substance. Much of the work has shifted to closed-door, Chatham House–style discussions that can be equally influential.
For many marketers in global organizations,
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