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, this year has meant caution and recalibration. In several Western markets, sustainability and DEI (diversity, equity and inclusion) messaging was reviewed and, in some cases, reduced to avoid backlash. Political pressure appears to be a significant driver behind these shifts. This year’s Oxford–GlobeScan Corporate Affairs Survey shows that in North America, half of companies have dialed down their ESG communications, even while maintaining their commitments.
Meanwhile, the Middle East continued with confidence. National strategies accelerated, and companies kept speaking and acting. Athar Festival in Saudi Arabia showcased purpose-led and sustainability-focused creatives, while organisations across the Gulf advanced climate plans and maintained their public voice.
This difference in pace between global caution and regional ambition is influencing how CMOs and communications leaders navigate climate communication. Within this landscape, three themes stand out as essential: Prove It, Say It with Integrity, and Shape It Together.
Prove it: COP30 narrative built on evidence
GlobeScan’s latest Societal Shift report shows that expectations for leadership across both the public and private sectors remain high, even as many people feel progress is limited. The research also highlights that emotional responses to climate news are mixed, and that in times of uncertainty, people respond best to communication offering clarity, predictability and personal relevance.
Proof is now the story, a point underscored by the COP30 President, André Aranha Corrêa do Lago, who framed this year’s summit as the “COP of Truth.” In a climate flooded with misinformation, credibility comes from verified impact. For marketers, this marks a clear shift toward measurable, evidence-based communication, where impact storytelling must place measurement at the heart of trust.
Regional ambition is helping to shape this transition too. In the UAE, Federal Decree-Law No. 11 of 2024 obliges eligible companies to measure and report their emissions, reinforcing transparency as the expectation rather than the exception.
Comparable signals across the GCC offer something of an advantage for marketers: with clearer frameworks in place, it becomes far easier to speak openly and credibly about progress. In many ways, regulation provides the certainty needed to move from caution to confidence.
Say it with integrity: Authenticity through listening
Integrity matters. Today audiences judge it through coherence. Integrity today is demonstrated through clarity, consistency, visible measurement, and by showing up where it matters.
“Whether the challenge is over-communication or under-communication, this moment is ultimately a test of organisational integrity,” said Cara Nazari, CEO of the American Chamber of Commerce in Dubai. From her experience “leading cross-sector dialogues, the organisations willing to engage openly with policymakers, even behind closed doors, are the ones that help shape outcomes that endure.”
Much of the real credibility-building today happens behind the scenes: in consultations, technical working groups and in Chatham House roundtables of major events such as COP30 where decisions form long before public announcements.
Shape it together: Influence through strategic collaboration
As this year’s COP discussions continue, the role of marketing becomes more strategic. This is not a moment for visibility alone, but for substance, measurement, clarity and participation.
Marketing is no longer only about telling the story; it is about shaping it. Influence increasingly comes from participating in the platforms that shape policy and regulation. When organisations join working groups, contribute to white papers or co-design solutions, their communication becomes more credible and more relevant.
This perspective is echoed across the region. For marketers, joining these coalitions is no longer optional — it is becoming central to organisational influence and long-term credibility.
“Building lasting sustainability impact requires moving beyond public messaging toward deeper public–private collaboration,” said Mohamed El Dabaa, Chairman, Circular Packaging Association.
Ultimately, the COP30 communication shift shows that in an era of global green hushing, it is Middle East CMOs and communications leaders who can set the tone — by turning evidence, integrity and collaboration into the region’s next competitive advantage.
By Miki Hirasawa Ashton, Senior Adviser, for GlobeScan – Middle East
