What you need to know about COP29 from a PR perspective
In just over a fortnight, representatives from almost 200 countries are expected to gather in Azerbaijan for this year's UN climate summit but why should it matter to comms professionals?
Baku, the capital city of Azerbaijan, will host the 29th UN Climate Change Conference of the Parties (COP29) from 11-22 November 2024. Arguably Azerbaijan’s hosting and communications involvement is a reputational risk given this is an authoritarian petrostate with a dubious human rights record. This at a time of increasing climate emergency and the need to move away from fossil fuels and ensure a just transition. In an article headlined ‘You only go to the party if everyone is going’, the Financial Times reported that the business world’s expectations for this COP are lower with bosses of Bank of America, BlackRock, Standard Chartered and Deutsche Bank among financiers who are unlikely to attend the conference.
The reputation era
Never has the need for communication professionals been greater in assessing the challenging and rapidly changing global macro political and economic developments. And then using this intelligence, knowledge and experience to counsel on alignment with brand values. This is where reputation and communications are intrinsically linked and build trust. More than ever communicators need to be sensitive to this environment, actively listen to diverse voices to move beyond the echo chamber, decide what role they want their brand and people to play and where they can be additive. Once the strategic approach has been defined the implementation will need to be tried and tested. Finding the right language and who will deliver the message is paramount.
Urgent need to enhance ambition and enable action
The urgency of the moment is clear. In the first six months after COP28, extreme weather caused $41bn of damage. Property and economic losses from Hurricane Helene in the US alone may now reach as high as $250 billion. COP29 president-designate, Mukhtar Babayev, has published a formal letter to member states and the global community outlining the plan and expectations for the climate summit. The conference aims to ‘enhance ambition and enable action.’ He talks about the need for urgent action and that ‘people around the world expect and deserve more from us and from the process.’ He continued: “We can all agree that time lost is lives, livelihoods, and habitats lost which is unacceptable.”
The finance COP
This COP is billed as ‘The finance COP.’ For the first time in 15 years, countries will need to agree to a new global finance goal, known as the new collective quantified climate finance goal (NCQG). This will update the target set in 2009 when developed countries pledged to mobilise $100bn (€91.4bn) a year by 2020 to help developing countries, those most impacted and vulnerable to mitigate and adapt to climate change. A promise delivered in 2022.
Climate finance continues to increase, but the scale is still far from adequate. While estimates vary widely (due to the models and inputs they use), most find that developing countries, after deploying their own resources, will need an additional $500bn to $1tn per year in climate finance from international sources. That's at least five times as much as the current $100bn commitment. As well as the overall figure, COP29 will see major negotiations over the terms of the NCQG, including who the donor base and recipients will be; how much will come from public and private sources; and whether it will be in the form of grants or loans. The attention will need to be focused on creative solutions, and this is a must change at COP29.
Azerbaijan has also announced the creation of the Climate Finance Action Fund (CFAF) to invest in action in the developing world. Money for the fund will be contributed by fossil fuel producing countries and companies across oil, gas and coal. These members will commit to send annual contributions to address the consequences of natural disasters in developing countries and focus on the food and agriculture sector as a priority to protect livelihoods. The initial non-profit CFAF fundraising round seeks to raise $1bn and will become operational after 10 countries commit as shareholders.
Expect a big discussion at COP on better quality carbon markets. Negotiators need to come to agreements on definition and content; project eligibility and review processes to ensure more transparency and credibility for a well-functioning carbon market.
All roads lead to Brazil
Also fast approaching under the Paris Agreement is the deadline for countries to submit new nationally determined contributions (NDCs), outlining how they will curb emissions. These must be renewed every five years, with the next round due in February 2025. So, COP 29 is a crucial moment for countries to raise the bar and hold each other to account. NDCs should include sector-specific targets, such as concrete goals for shifting to emissions-free energy and food systems, for example.
Ahead of COP30 in Brazil next year, countries will need to submit stronger national climate commitments. It is crucial to deliver and incorporate breakthrough language from COP28, including commitments to transition away from fossil fuels and increase renewable energy capacity at least threefold by 2030.
This COP also aims to prepare the loss and damage funds to deliver impact and drive adaptation action by guiding countries from planning to implementing their adaptation plans, with a focus on the most vulnerable, marginalised groups and communities.
COP29 is the moment for countries and companies to stand by their pledges by showing concrete steps to achieve them, as well as provide data and information about their progress so far. First-movers across governments, business and investors can encourage others to go further faster.
The main COP themes:
As communicators it is important to know what conversations are happening and the main content themes to play into on and offline.
12/13 Nov: World Leaders Climate Action Summit.
14 Nov: Finance, investment and trade.
15 Nov: Energy / Peace, relief and recovery.
16 Nov: Science, technology and innovation / Digitalisation.
18 Nov: Human capital / Children and youth / Health / Education.
19 Nov: Food, agriculture and water
20 Nov: Urbanisation / Transport / Tourism.
21 Nov: Nature and biodiversity / Indigenous people / Gender equality / Oceans and coastal zones.
22 Nov: Final negotiations.
It is important to look at these themes and think about how your brand can take the conversation forward. What is the unique added value contribution you can make that can inform, inspire or engage key stakeholders. This is an incredibly saturated space so ask yourself:
Will this cut through?
Is this strong enough, credible and compelling?
What impact do we want to achieve with our communications? Is this the right moment to communicate?
Make the party
For many, these UN climate talks remain the best, and only, global platform to build consensus on climate action and climate justice. In recent years hundreds of countries have joined voluntary climate action efforts such as the First Movers Coalition, the Global Methane Pledge, the UAE Declaration on Sustainable Agriculture, Resilient Food Systems, and the Glasgow Declaration on Forests and Land Use. These initiatives are backed by impressive pledges and demonstrable action. Progress on cities, energy, food, forests and transport is real.
To avert the global climate and nature crisis and transition to a more equitable and sustainable world we need to work together to solve these global systemic challenges. This is the moment for global collaboration across three major COPs. On the agenda I am pleased to see critical themes around human capital and its role in driving sustainable value. It is also important to focus on innovation, digital and education in driving forward progress.
I think the consensus building and agreement is in all hands-on deck. To enhance ambition and enable action we need to make the party. It is in this community of hope and spirit where we can move forward together more closely for the benefit of many.
Top tips for communicators
Understand what you are playing into. Be fully aware of the macro political and economic environment and its evolution.
Understand the overall COP agenda, priorities and thematic days to leverage.
Show not tell on progress on climate action and sustainability.
Time to show up, be collaborative and additive – this is the moment to move beyond personal agendas and think about the wider ecosystem. What is your unique contribution to this agenda?
Use the COP moment to engage with customers, employees and the media in a meaningful and purposeful way on climate and nature.
Look within: Where you are as a company and individual and what contribution do you want to make to a more sustainable future for all?
Claire Barraclough is a strategic communications and sustainability consultant and founder of Claire Barraclough Communications.