Lessons from COP29: How  Brands should Engage with Sustainability in a Genuine and Authentic Way

COP29 was supposed to be a milestone conference in tackling climate change. Instead, the two week event, hosted in Azerbaijan, was defined by acrimony and disquiet about the future. While the conference achieved some progress on key issues, such as finally completing the decade-long negotiation over carbon markets and scaling up some renewable energy pledges, it ended in a tidal wave of charges that the $300 billion finance deal to help poorer nations manage the impact of climate change was ‘too little too late’ - far below the $1.3 trillion required.

Engaging with a complex global diplomatic summit is far from straightforward for the brands. This was compounded by the added layer of uncertainty of Donald Trump’s recent victory in the US Presidential Election. Trump’s past record – including withdrawing the US from the Paris Agreement – signals a potential rollback of American climate leadership, which could have ripple effects on the space as a whole.

At the same time, a growing shift in consumer attitudes is emerging. Many people are now prioritising their own financial stability and immediate concerns over collective climate action, especially amid economic uncertainty and rising living costs. This double challenge – political uncertainty and changing consumer priorities – makes it more critical than ever for brands to engage with sustainability in a way that is both genuine and aligned with their audience.

This article offers tailored strategies for brands looking to navigate this uncertainty and authentically communicate about sustainability in a way that works for their business.

COP29: Key Takeaways

Communication at a climate conference is no mean feat. More than 65,000 delegates were registered to attend, bringing in a mix of world leaders, corporate lobbyists and activists all competing for attention.

Much of the media attention was on the headline grabbing $300 billion a year financial deal, aimed to help developing countries deal with climate change. The conference’s media coverage became, in large part, a tug of war over the final figure. This is, perhaps, understandable. The jeopardy of a global deal agreed in the early hours of Sunday morning, after one group of nations had walked out, lends itself to 24-hour news media that are hungry for a narrative.

Any attempt at a positive landing for the finance deal was doomed from the outset. Framed against well-briefed research that $1.3 trillion per year was the scale required to hit global sustainability goals, the reception for achieving less than a quarter of that was predictably frosty: “stage-managed” and “travesty of justice” rang The Guardian headline.

Donald Trump’s victory in the US Presidential Election in November was a critical factor across the conference. Much of the media attention was just as focused on speculating at President-elect Trump’s climate plans, as they were on events in Baku.

It's worth noting as well, that this media focus on the top line finance deal, and events in America, meant other key developments at COP29 received far less attention:

• One of the most significant achievements at COP29 was the agreement on the global carbon markets scheme. Ten years in the making, this system will be used by countries to create, register and trade credits to meet climate commitments. With implications on both public and private sector strategies to cut emissions, it could be looked back on as a significant moment.
• There were new commitments from 30 countries to a new declaration to tackle methane emissions. This is aligned with the Global Methane Pledge, which aims to slash overall gas emissions by 30% before 2030.
• Despite growing pressure from climate activists and several progressive nations, COP29 failed to deliver a binding agreement on the phase-out of fossil fuels. Major oil-producing nations, including Saudi Arabia, blocked language explicitly targeting fossil fuels, instead the agreement reaffirmed previous commitments and backed “transitional fuels”.

Communicating About Sustainability: Strategies for Different Brands

To effectively communicate about sustainability, brands must align their messaging with their unique identity, audience priorities, and the socio-political context. This means employing targeted, creative strategies that go beyond token sustainability claims and instead showcase genuine approaches for that specific company.

1. For Brands with Public Net-Zero Commitments

Businesses with strong sustainability goals must lead by example, using moments like COP29 to reaffirm their commitments and show tangible progress.

• Showcase Measurable Results: Focus on transparency by sharing data-driven updates on your net-zero journey. For example, highlight reductions in operational emissions, supply chain improvements, or progress in adopting renewable energy.
• Acknowledge Consumer Concerns: Recognise the financial pressures facing your audience. Show how your sustainability initiatives can deliver real, immediate benefits, such as cost savings or enhanced product durability.
• Address Political Uncertainty: Be proactive in communicating how your commitments will endure despite the potential for policy setbacks.

Example: A global tech company could announce a major renewable energy milestone, tying it to COP29’s renewable pledges, while also emphasising affordability and innovation in its products to address consumer concerns.

2. For Companies in Carbon-Intensive Industries

For businesses in industries like oil, gas, or heavy manufacturing, transparency and transition planning are critical to maintaining credibility.

• Be Transparent About Challenges: Acknowledge the complexities of decarbonising your sector and share realistic timelines for change.
• Highlight Investments in Transition Technologies: Discuss initiatives such as carbon capture, renewable energy projects, or methane reduction strategies that align with COP29 goals.
• Avoid Tokenism: Focus on substantive, measurable actions rather than empty statements.

Example: An energy company might publish a comprehensive update on its carbon capture projects, linking its efforts to the broader goals discussed at COP29 while also reaffirming its commitment to innovation during a politically challenging time.

3. For Consumer-Facing Brands Without a Strong Sustainability Platform

For brands without a well-defined sustainability strategy, it’s crucial to avoid superficial engagement. Instead, focus on understanding your audience and building a foundation for future progress.

• Start with Small, Achievable Goals: Highlight specific, incremental steps your brand is taking, such as improving packaging sustainability or reducing waste.
• Listen to Your Audience: Use this moment to gather insights on how consumers are balancing personal and planetary concerns.
• Know When to Stay Quiet: If sustainability isn’t central to your brand, silence can be more authentic than forced participation.

Example: A mid-sized retailer might focus on a new initiative to eliminate single-use plastics, using COP29 as a context to explain its commitment to practical, consumer-focused sustainability measures.

Conclusion

COP29 and the return of Donald Trump as US president underline the challenges and complexities facing climate action today. For brands, the path forward requires a delicate balance of ambition, authenticity, and adaptability. Whether leading the charge on net zero or taking small steps towards sustainability, businesses must align their actions with audience priorities and remain committed to meaningful progress.

In this politically charged era, authenticity isn’t just a buzzword – it’s the foundation for building trust, credibility, and resilience in the sustainability conversation.