Terri Bloore on London’s initiatives to gear up for climate action this summer

The summer is a busy time for businesses committed to net zero plans and climate change initiatives. For example, London has London Climate Action Week, Innovation Zero World, and LCCI’s City Week, to name just a few. These events will bring together businesses, academics, media and policy makers to drive climate action forward. Businesses of all sizes are wondering how to communicate their sustainability strategies and the realities of meeting climate goals.

Need for action
Meeting net zero goals is no mean feat. London has ambitious climate goals, aiming for net-zero carbon emissions by 2030. The city is also working towards a zero-emission transport system by 2050. Despite these goals, research has shown that the world is not on track to meet the climate targets outlined in the Paris Agreement, highlighting an urgent need for action.

London businesses must celebrate achievements so far, as well as call for more industry support to tackle climate change. So how do you ensure communication is tailored to your customers and stakeholders, which is both honest and modest in its approach?

Communicate urgency
Studies have shown that explaining the human causes of climate change increases public support for urgent action. Businesses must therefore explain – simply and clearly – what customers and wider stakeholders must do to effect change. Make sure you let people know what needs to happen right now in order to solve the climate crisis – and emphasise that this action can’t wait.

Collaborative efforts
Collaboration is needed at every level of society to meet the climate crisis. It is crucial that businesses highlight partnerships and wider stakeholder engagement. This adds credibility and encourages others to work more closely. Climate action requires strong and long-lasting partnerships, assertive leadership, investment in people, mutual trust, and reliability. All this takes time and cannot be done alone. The climate crisis is not just a problem for governments and the international community, and so it is important that you communicate the role of business and customers – bring them along with you.

Be transparent
Sustainable communications need to be modest and honest. Communicating about the climate involves acknowledging uncertainties, transparency about actions and setbacks. The modest approach will present information in a way that is relatable, local, and personal, rather than focusing on abstract, global issues. This approach fosters engagement and encourages individual and community-level action. It is crucial to acknowledge that more needs to be done by identifying the roadblocks in the way and communicating an action orientated strategy. Even if the plan produced is flawed, this approach builds trust and allows space to learn from mistakes.

Painting pictures
They say a picture paints a thousand words. Using infographics, videos and creative case studies, you can get your story across effectively. Successful climate communication involves presenting data in accessible ways, combining it with compelling narratives, and connecting with audiences on a personal level. Use action-oriented data to empower individuals to take meaningful steps. Data gives the stories credibility; stories give the data meaning.

Call to action
Be clear on what you want your audience to do. What are you asking of them and how can they do it? Keep it simple – don’t overcomplicate but be forceful.

It is important that any business that decides to participate in the climate debate does so thoughtfully. Greenwashing or badly timed stories can end up with fines, boycotts and public distrust. The message, tone and channels must be right.

Throughout the course of this year, there are plenty of platforms for businesses to tell their ESG story, but it must be considered and thoughtful.

Terri Bloore is managing partner at Finn Partners
www.finnpartners.uk