In November, Belém, in the state of Pará, will host the 30th United Nations Climate Change Conference, COP30. For the first time, the Amazon region will welcome global leaders, decision-makers, businesses, scientists, and civil society organizations to discuss the future of the climate in Brazil and around the world.
This historic moment presents an opportunity that requires a strategic approach from brands seeking to position themselves within an agenda that goes far beyond environmental issues. One important consideration cannot be overlooked: communication and visibility without substantive, consistent content pose a risk. The public, the media, and opinion leaders are already paying close attention to generic, empty messages that do not align with companies’ actual practices.
In other words, COP30 is no place for greenwashing (the practice of companies pretending to be sustainable simply to improve their image, without taking meaningful action). Promising more than you deliver comes at a high cost: your reputation.
In this context, communication plays a central role, requiring narratives that are consistent with organizations’ track records, commitments, and real-world impact. Simply “showing up” in Belém is not enough. Companies must be prepared to engage in dialogue, respond to questions, and, most importantly, stand behind what they communicate.
The strategy behind this involves several stages, from identifying relevant opportunities to training spokespeople and defining key messages. COP30 will be a milestone in the climate agenda, and participating with purpose and preparation could shape brands’ positioning and legacy for years to come.
Companies that understand this will have the opportunity to stand out not only for what they say, but for what they do, which goes far beyond one-off events or campaigns. Sustainability must be embedded in an organization’s culture and practices, and we are increasingly seeing companies embrace their role as agents of influence. By participating in an event such as COP30, they are not simply talking about themselves, but helping shape the public narrative around sustainability, climate justice, the bioeconomy, and regional development.
That is why, with six months to go before the event, now is the time to review commitments and how they have been communicated over the past few years. Measuring impacts, progress, and challenges is essential to ensuring transparent communication. Against this backdrop, the question is: is your brand ready for this dialogue?
It is not about attending COP30 simply for the sake of being there, but about occupying that space with legitimacy, substance, and purpose. I believe organizations’ reputations, relevance, and contributions will be closely scrutinized and judged by their actions, not just their words.
With this perspective in mind, DiversaCom and Lamparina Comunicação e Sustentabilidade have joined forces to create a specialized press relations and institutional positioning service focused on COP30. Our goal is to support companies in developing ethical, transparent, and strategic communication grounded in planning and action.
Marcelo Moreira, Diretor da Textual Comunicação/DiversaCom
