As the world gears up for COP29, scheduled to take place in Baku, Azerbaijan this November, anticipation is building around the event’s focus and potential impact. COP29 President-Designate Mukhtar Babayev has outlined a vision centred on climate finance and heightened ambition, emphasising the need for concrete actions to meet the goals of the Paris Agreement. With global tensions simmering and the climate crisis intensifying, COP29 offers a crucial platform for collaboration, dialogue, and action.
Thematic pillars of COP29: Enhancing ambition and enabling action
COP29 will revolve around two main pillars: enhancing ambition and enabling action. These pillars are designed to catalyse significant progress in global climate commitments.
The first pillar, enhancing ambition, seeks to encourage all participating nations to step up their efforts in reducing emissions. This includes revisiting and upgrading the National Determined Contributions (NDCs), where countries will outline their plans to achieve significant emissions reductions. Azerbaijan itself aims to lead by example, working towards submitting an NDC aligned with the ambitious 1.5-degree Celsius target. National Adaption Plans (NAPs) will also play a critical role, with updates informed by the latest climate science, to be set out by 2025. Finally, the Biennial Transparency Reports (BTRs) will provide essential data on emissions inventories and progress, ensuring accountability and transparency in climate actions.
The second pillar, enabling action, will focus on the critical role of climate finance. COP29 is expected to see the launch of a new climate finance goal, the New Collective Quantified Goal on Climate Finance, which aims to unify global financial systems towards supporting climate initiatives. Mukhtar Babayev has emphasised the importance of the private sector’s involvement here, urging companies to align their capital allocation and investment decisions with global climate goals.
A summit of peace: Bridging geopolitical divides
One of the unique aspects of COP29 is its theme of promoting peace through climate action. Given Azerbaijan’s geopolitical position and recent history of conflict, this theme takes on a particularly poignant resonance. The idea of a “COP truce”, where nations could suspend hostilities during the summit, underscores the potential of climate cooperation as a bridge over geopolitical divides.
While the notion of linking climate action with global peace might be met with scepticism, it also presents an opportunity to address the complex interplay between environmental and international security. As the world faces increasing threats from climate-fuelled conflicts, energy security, food and water shortages, and mass migrations, COP29’s emphasis on peace could serve as a timely reminder of the broader stakes involved in climate action.
How to communicate around COP29
While global attention focused on climate action and sustainability, COP29 presents an opportunity for really pointed communications. This event creates a context and platform for organisations to showcase commitment to environmental responsibility, challenge legislators, sectors and investors, and align with the broader goals of the summit.
- Aligning with COP29 themes: Companies can use COP29 as a moment to highlight their own sustainability initiatives, whether through launching new products and/or services, announcing progress towards sustainability targets, or determining commitments. By aligning their messaging with the themes of COP29 – such as climate finance and ambition – brands can position themselves as leaders in the global effort to combat climate change. But it must be authentic and realistic.
- Strategic partnerships and collaborations: COP29 also provides an opportunity for brands to form strategic partnerships – whether with NGOs, government bodies, or other companies – to demonstrate collective action. Collaborative initiatives and joint ventures that are announced or showcased during the summit can amplify their impact and reach. They help foster an environment that is focused on impact, not ego, when it comes to climate solutions.
- Thought leadership and content marketing: Demonstrating genuine leadership and vision is another valuable approach. Brands can publish whitepapers, host webinars, or participate in panel discussions related to the key issues at COP29. By contributing expert insights and practical solutions, companies can build credibility and engage with existing and new stakeholders who are invested in the future of sustainability.
- Digital and social media campaigns: Social media will be buzzing with COP29-related content – and that includes heightened scrutiny and more criticism – so brands should capitalise on this by creating engaging digital campaigns and preparing to have robust and reflective conversations on social media about their actions and commitments.. Brands can join the conversation, expand their reach and demonstrate real action.
- Demonstrating corporate responsibility: COP29 is an opportunity for brands to re-enforce their commitment to corporate social responsibility (CSR). By supporting COP29’s peace agenda or contributing to climate finance initiatives, companies can demonstrate a broader commitment to global wellbeing. This not only enhances brand reputation but also aligns with consumer expectations for businesses to act as responsible global citizens.
A final word
As COP29 approaches, the world will be watching to see if this summit can deliver on its ambitious goals and foster the global cooperation needed to tackle the climate crisis. Organisations and brands have a golden opportunity to leverage the event for meaningful communications. By aligning with the summit’s themes, forming strategic partnerships, engaging in thought leadership, and harnessing the power of storytelling and digital media, brands can position themselves at the forefront of the global climate conversation – while it’s high on the public agenda.
Our corporate communications team is ready to help you make the most of COP29 and ensure that your communication cuts through the noise. Get in touch with our sustainability PR experts today.