After COP28 UAE, eyes are now turning to COP29 in Baku as the urgency surrounding climate change and sustainability continues to dominate global conversations. In the weeks leading up to the conference, businesses worldwide will likely intensify their messaging on sustainability efforts.
It’s an annual ritual: as soon as the climate summits approach, companies – large and small – rush to showcase their ‘green’ credentials. However, in this frantic attempt to align with the climate agenda, many businesses fall into traps that not only expose them to public scrutiny but also risk long-term reputational damage.
Over the years, a recurring pattern emerges while observing global brands and their approach to sustainability communications: a flurry of activity aimed at projecting a green image, but often lacking authenticity and strategic thinking.
Many companies, driven by the desire to appear responsible and forward-thinking, end up communicating their sustainability efforts either too vaguely, overly promotionally, or disconnected from their actual practices. This doesn’t just undermine their efforts; it erodes trust among stakeholders, who increasingly demand transparency and concrete action on environmental issues.
One of the most common missteps businesses make is ignoring the broader framework provided by the United Nations’ Sustainable Development Goals (SDGs). These globally recognised goals are a compass for responsible business conduct. Companies often craft isolated sustainability initiatives that overlook these goals.
For instance, a business might focus exclusively on reducing its plastic use while neglecting other critical areas such as decent work conditions, gender equality, or responsible consumption and production – key aspects of the SDGs. By aligning with these goals, companies demonstrate their commitment to holistic, long-term change and contribute meaningfully to global climate action, meeting the expectations of an increasingly conscious audience. This alignment not only informs, but also empowers businesses to make a significant impact.
Another pitfall is the tendency to overlook the specific landscape in which they operate. Many businesses fail to align their strategies with their country’s net-zero goals and related commitments. In recent years, countries across the globe have laid out ambitious plans to reach net-zero emissions, often backed by regulations and policies designed to drive this transition.
For businesses, aligning with these national targets is a matter of compliance and an opportunity to contribute to a collective effort. Yet, I have seen companies tout their global sustainability commitments while remaining conspicuously silent on how their local operations fit within their host country’s climate action framework. This mismatch raises questions about the sincerity of their efforts and whether they are genuinely attuned to the communities they serve.
Take, for example, a multinational corporation with a significant presence in a country pledged to achieve net-zero emissions by 2050. While the company proudly announced its net-zero targets globally, it made no effort to engage with local authorities or collaborate with national climate initiatives.
It missed the chance to demonstrate how its actions could complement the country’s goals and support the local community’s transition to a greener economy. This oversight is a glaring example of how businesses can miss out on fostering trust and building stronger relationships with their local stakeholders.
Then, there’s the issue of overlooking community involvement. Sustainability is not just about cutting emissions or reducing waste; it’s about working alongside the communities in which a business operates. Effective sustainability communications should prioritise listening to and partnering with local communities, understanding their needs, and considering the social implications of business activities.
When companies align their narratives with the tangible benefits for nearby neighbourhoods, such as job creation or improved quality of life, their efforts resonate more powerfully with the public and policymakers. This approach strengthens trust and underscores a genuine commitment to positive, shared impact.
Effective sustainability communications go beyond one-off campaigns and occasional reports. They require an ongoing, transparent dialogue with stakeholders. The most successful companies take a different approach: instead of making sweeping statements about their sustainability goals, they openly acknowledge the complexities and challenges of transitioning to more sustainable practices.
By engaging employees, suppliers and customers in shaping their journey and regularly providing updates on both successes and setbacks, these businesses foster a sense of shared ownership and accountability. This transparency reassures stakeholders and strengthens trust, transforming the sustainability narrative into a story of continuous learning and improvement rather than a quest for recognition.
Businesses preparing their communications ahead of COP29 must first critically examine the authenticity of their messaging. Audiences today are savvy; they can see through marketing fluff and are quick to call out inconsistencies.
Before making public claims, companies should ask: Do our actions align with the UN’s SDGs? Are we in sync with our country’s net-zero commitments? Are we engaging with the communities around us in meaningful ways? Communicating modest but genuine efforts rather than grandiose promises that lack substance is far more compelling.
Furthermore, simplicity and clarity in messaging are crucial. Sustainability is a complex topic, but better communication should exist. Stripping away jargon and focusing on relatable stories can create a more meaningful connection with audiences.
For example, instead of announcing the reduction of carbon emissions in abstract terms, a business could highlight how its shift to renewable energy is directly benefiting local communities by reducing air pollution. These human-centric narratives make the impact of sustainability efforts more tangible and relatable.
Finally, businesses must treat sustainability communications as a long-term commitment. Too often, messaging ramps up around significant events like Earth Day or climate conferences, only to fizzle out afterwards. This sporadic approach sends a message that sustainability is a seasonal concern rather than a continuous priority.
Companies that excel in this space integrate sustainability into their regular dialogue, offering consistent updates, sharing learnings, and being transparent about their journeys. It’s not about perfection, but about showing an ongoing effort to improve.
As we approach COP29, companies must seize the moment to align their sustainability messaging with real-world actions. This includes looking beyond their own goals to consider global frameworks like the UN’s SDGs, national net-zero ambitions, and the needs of the communities in which they operate.
Only by embracing this comprehensive approach can businesses hope to contribute meaningfully to the climate conversation and inspire others to do the same.
By Pradeep Kumar, Director of Public Relations, Watermelon Communications – Dubai.
