Reflections on COP30

The first two weeks of November, Hamilton dos Santos, Page member and CEO of ABERJE, Brazil’s association for business communications professionals, hosted me for several events in São Paulo and Belém to discuss the critical role of communications in climate. 

Globally, consumers view the environment among the top five most important issues where business can and should make a difference in society, according to the Page Confidence in Business Index poll, conducted in partnership with the Harris Poll in early 2025.

COP30, held in Belém, presented an opportunity to Brazilian companies to showcase how they have made progress in improving the environment and contributing to Amazonian and other local communities. COP30 also presented an opportunity for businesses, indigenous and climate advocacy groups, government officials and other leaders to come together to address environmental issues.

ABERJE and Page framed our collaboration around Philosopher and French diplomat Alexis de Tocqueville’s observation:  "In democratic countries, the science of association is the mother science; the progress of all others depends on the progress of this one."

Brazil's President Luiz Inácio Lula da Silva called the 2025 UN Climate Change Conference (COP30) in Belém, Brazil, the "COP of Truth" to emphasize the urgency of fighting climate change and disinformation. This theme of truth aligned with the first Page Principle of “Tell the Truth.”  

At our COP30 Page-ABERJE event entitled “Communication for the Transition – Corporate Communication as a Catalyst for Change,” I emphasized to the more than 50 participants representing corporate, NGO, media and other groups that telling the truth means proving our words with actions. 

Companies should no longer make statements or commitments where there is no plan to enact and measure impact. Instead, organizations must prove each commitment with action.  

Even if some governments no longer require reporting on climate and environmental activities, consumers still believe that these issues are important. If companies are truly commitment to improving the environment and addressing climate change issues, the actions will align with their corporate character which includes its values, mission, purpose and culture.

While proving the impact of corporate action is critical, action alone is insufficient to increase confidence in business. Explaining the context of why these actions were made, how they were made, what impact they had, who was engaged and affected and when the actions happened is just as important. 

When done collectively and consistently, confidence in business increases.

Sharing the context is a challenge, within our polarized communities, because so many people have differing perceptions of some corporate terminology meaning. Terms like ESG have little meaning to consumers.Therefore, effective storytellers / communications leaders must first listen to their stakeholders to understand the meaning of the words they use and then tell contextualized stories using the terms with shared meaning with their stakeholders.

Helping organizational employees understand corporate actions must be a first priority. Brazilian employees tend to trust their employers more than other markets, and Brazil ranked among the top 4 countries in having higher confidence in business to make an impact on society, according to the Page Confidence in Business Index poll. 

Here are 10 steps communicators were encouraged to take when tackling climate and environmental issues:

1. Lead with optimism — grounded in truth.  Brazil communicators show that confidence grows when communication focuses on solutions, not spin.
2. Connect corporate action to social value. Connect environmental and climate issues to business results, like job creation, innovation and community benefit.
3. Empower employees as ambassadors. In Brazil, 79% of people trust their employer — higher than in the U.S. or Canada. Internal trust fuels external credibility
4. Champion inclusion and local voice. Reflecting diverse perspectives — Indigenous, regional, generational — deepens authenticity and relevance.
5. Build “climate literacy” internally. Prioritizing internal audiences/employees in communication enables employees to represent the organization where they live, even if they do not agree.
6. Lean into transparency over perfection. Although it’s not a comfortable stance for most, admitting gaps, publishing real metrics, even if they show goals still in progress, leads to credibility.  Show evidence first and narrative second.
7. Lead with shared values and impact. Emphasize jobs, health, resilience, and innovation over ideology. Share verifiable milestones, lessons learned, and context behind decisions; progress over perfection.
8. Simplify the language related to the environment and sustainability. Talk about responsible growth, competitiveness, future-ready business, and climate solutions, not “ESG.”
9. Remain proactive, resilient and ready to address misinformation. Conduct ongoing scenario planning, monitor the information environment for Early-signal detection of misinformation and have rapid-response systems ready for deployment.
10. Invite participation, don’t moralize. Focus on learning, partnership, and shared responsibility; avoid “must” and “should” framing.