LiderCom Meeting Discusses International Expectations for COP30

On Tuesday (3rd), LiderCom – the association’s exclusive group of Corporate Communications leaders – held a virtual meeting with Tim McDonnell, Climate and Energy Editor at Semafor, and Brian Lott, CCO of Mubadala (the sovereign wealth fund of the United Arab Emirates), who moderated the debate. The event, titled “An International Perspective on COP30 in Brazil,” aimed to discuss global expectations for the conference, as well as the roles and opportunities for businesses from a communication standpoint. The meeting was supported by Page Society.

Aberje’s Executive Director, Hamilton dos Santos, welcomed the participants and expressed his gratitude to Brian Lott, Roger Bolton, President of Page Society, and McDonnell for their contributions. He emphasized Aberje’s commitment to supporting organizations planning to engage with COP30, highlighting that a well-crafted communication strategy is a key element of this involvement.

Next, Bolton spoke about the Page Society, of which Aberje is a member, noting that it is the world’s leading association for Chief Communication Officers (CCOs), CEOs of public relations firms, and educators in corporate communication, dedicated to strengthening the business leadership role of CCOs with high professional standards. Bolton also emphasized the entity’s ambition to become an increasingly global organization and to expand female participation within its ranks.

How Does COP Work?

“What we’ve seen since COP21, held in 2015 in Paris, is that each country must commit to new climate targets, meet them, report their progress, and, in a way, hold each other accountable for adhering to the established goals,” commented McDonnell from Semafor. For him, after the celebration of the Paris Agreement, which followed nearly 20 years of negotiations, each edition of the conference serves as an opportunity to check what all governments and major companies are doing about climate action, share ideas, and hold each other accountable.

McDonnell also provided participants with a brief overview of how COPs operate, highlighting the division between the Blue Zone – where official negotiations take place and special permission is required to enter – and the Green Zone – typically open to the public, businesses, or anyone interested, with their own events.

“People always say, and I believe it to be true, that if COP didn’t exist, we would have to invent it, because we need a forum like this to keep driving climate action,” said McDonnell. “That’s a high-level overview of what to expect,” he concluded.

The Role of the Business Sector

Mubadala’s CCO, Brian Lott, then highlighted Brazil’s role in the history of the conferences. “Brazil has always played a leading role in this conversation, from the Earth Summit in Rio in 1992 to subsequent COPs,” he recalled. According to Lott, the early conferences typically involved governments or organizations like the UN. “Today, as we saw in Dubai at COP28, COPs still include governments but with strong participation from businesses and NGOs,” he stated.

For McDonnell, there has indeed been an increase in corporate involvement, driven by the growing interest of these organizations. “Politicians will be there, but there will also be space for the business community, which presents an opportunity to discuss their initiatives,” he explained.

“Having businesses at these events is important, as political decisions will impact business operations. All the climate experts will be there, so everyone must do their best to explain what they are doing,” McDonnell affirmed.

“What we’ve seen recently is the interest of local organizers and the host government in engaging the private sector at COP28, and without a doubt, we will see the same at COP30,” Lott said. For him, the challenge – as a representative of a private sector entity – was to ensure an ambitious yet realistic commitment aligned with the goals of the UAE government. He then asked both Santos and Victor Henrique Pereira, Institutional Relations Manager at Aberje, if there was already a movement in Brazil to involve private sector organizations in COP30’s objectives.

“What we are sensing here at Aberje is that the private sector has a strong commitment to help during this transition period, particularly regarding energy transitions,” Santos responded. “And this COP will likely be the place to set new goals for that,” he concluded.

“Both governments and private companies have high expectations for COPs. Additionally, there are expectations around the local impact in the city of Belém, with significant investments being made in the city,” Pereira added. “I also believe that the infrastructure sector is looking at COP and Belém as a place for development,” he continued.

Positioning and Promises

Paulo Henrique Soares, Communications Director at the Brazilian Mining Institute (Ibram), reflected on how some companies view COP: more as a space for display and less as a forum for debate. “As a communicator, I was struck by how some brands were trying to insert themselves into the event, and I don’t think that’s the best approach,” said Soares. “Companies should be part of the dialogue; this is a responsibility for everyone, including us as individuals, professionals, and members of organizations that have an environmental impact,” he concluded.

“There is an element of display, yes, but there are ways to engage with NGOs, companies, and journalists in meaningful dialogues about the actions being taken and the possible solutions,” McDonnell responded. For him, COP30 can simultaneously combine characteristics of a showcase and a qualified forum.

Santos then pointed out that the international press will cover COP30 and asked McDonnell about Semafor’s planned coverage.

“Journalism tends to focus on a few key areas. One is trying to uncover what’s happening in the negotiation rooms, the details of the discussions taking place,” McDonnell explained. “Another aspect I like to talk about is the COP experience itself – what the venue is like, what it feels like to be there. Many of my readers are also participating in the conference, so I try to provide them with insights that are genuinely useful for attendees,” he continued. “I’m reaching out to as many companies as possible, requesting interviews with CEOs, and trying to showcase what businesses are doing,” he concluded.

“COP is a long conference; it’s not a one-day fair,” Lott reminded, speaking about the numerous opportunities for brand activation throughout the event. “There are different themes each day, with events covering various topics,” he continued. “And we’ve realized it’s important to step out of the booth to join conversations and involve our executives, not just our CEO, in sector-specific discussions,” he concluded.

Lott then asked McDonnell about his perception of the progress made on the commitments from COP28, held in Dubai in 2023.

“At these conferences, we receive a lot of information. Companies, governments, and NGOs use this opportunity to make promises, and assessing how many of them materialize is always a challenge,” McDonnell responded. “I think it takes time. It’s clear that no one is doing as much as they should. But I think it’s encouraging to see the level of commitment rising each year,” he continued. “Promising trends around climate financing emerged at COP28 in Dubai last year, where the UAE government took a leadership role. And I believe that brought results, with many companies participating in these financing initiatives. The important thing is that people are willing to be part of the dialogue and discuss complex issues,” he concluded.

Carlos Parente, member of Aberje’s Advisory Board, questioned the impact of Brazil’s social issues, specifically those in Belém, on the organization of COP30. “I think it’s important to support all these local voices as much as possible and make them part of the discussions. The local community has a role in shaping the dialogues that take place at the conferences,” McDonnell emphasized.

Language Matters

Santos then addressed the recent criticisms and attacks on the acronym (and principles) of ESG. For Bolton, this reflects the growing polarization in the U.S., where right-wing politicians have recently portrayed ESG as a “form of control by elites.”

“For the average citizen, exposed to these populist messages, it’s easy to demonize an acronym,” Bolton continued. He cited a study conducted by a Washington consultancy, which found that even those who claimed not to identify with the term ESG still supported topics typically associated with ESG.

“In a way, it’s a matter of language. As communicators, we need to find ways to encourage our organizations to engage in these discussions without resorting to acronyms that people don’t understand,” he concluded.

“Avoiding bureaucratic language is crucial,” commented Brian Lott. “We need to tell the truth and demonstrate it through our actions – this is a principle of the Page Society. Grand promises that don’t materialize will create a cynical audience,” he continued. “Being honest and transparent about what you do is essential,” he concluded.