When I was asked to write a recap on COP, I thought it would be straightforward, seeing as I have a degree in sustainability. But as I got started, it quickly became clear how difficult it was to wade through so much conflicting information, so many competing narratives, and so much disinformation.
This year, COP30 made a decisive statement: that information and truth matter. The issue of information integrity had been placed right at the centre of the agenda. In Belém, where COP30 was being held, UN Secretary General Antonio Guterres put it plainly:
“We cannot achieve climate action without information integrity. We must preserve both the information environment necessary for democratic decision-making and the global cooperation essential for addressing the climate crisis.”
The result was the adoption of the Global Initiative for Information Integrity on Climate Change commitments by states, civil-society, academia and the private sector to tackle false information, disinformation, denialism, and greenwashing across media, advertising, policy and public debate. As the UN and other world leaders have pointed out – without accurate, transparent, evidence-based information, we stand no chance of rising to the urgency of the climate crisis.
Greenwashing, misinformation, distrust
Part of the reason this matters so much is how widespread misleading environmental claims have been and how little trust many people have in climate science. The European Union has recently strengthened regulations on green claims, meaning vague or generic assertions like ‘eco-friendly’ or ‘climate-neutral’ without third-party proof or certification will now be banned under the forthcoming regulatory framework (referred to as Empowering Consumers for the Green Transition Directive, ECGT). In one EU study, over 50% of environmental claims evaluated were ‘vague, misleading or unfounded’, broadcasting the depth of the problem.
The breakdown in the credibility of ‘green’ claims and the ease with which false or half-true narratives can dominate marketing erodes public trust, undermines real environmental progress, and fuels scepticism, particularly among people who have reservations about climate science or see climate narratives as abstract or distant from their daily lives.
From global commitments to real conversations
I recently attended a talk at Communicate in Bristol, and heard many participants echo this challenge, that people distrust climate data and science, often because the messaging feels remote, technical or unrelatable. Talking about melting icecaps and sea-levels rising may cause people tune out, because they don’t see themselves in those distant phenomena.
The gap between scientific urgency and emotional resonance is a massive barrier for many organisations and charities working in the environment and sustainability space. If climate communication remains abstract, framed only around long-term planetary futures, it fails to move many.
What struck me most was how much we need to make climate stories approachable, relatable and human, by connecting climate change to everyday experiences, to local communities, to economic or social justice, and to real people’s hopes and fears.
Urgency vs brand constraints
If this sounds like a call for stark, even shocking messaging, that’s the tension many climate charities and organisations face. On the one hand, there is a need to break out of the echo chamber of people already bought in to reach broader, more sceptical or indifferent audiences. That may demand unexpected tone, real voices, urgency, and maybe even discomfort.
On the other hand, many organisations operate with strict brand guidelines. They avoid harsh, vulgar language or sensationalism. They want to maintain credibility, seriousness, trust – arguably rightly. The result is communication that errs on the safe side but may end up failing to stir a broader audience.
This is the creative challenge of our time: how to think outside the box with innovative storytelling, emotional resonance and relatable framing, while maintaining integrity, respect, and credibility.
Breaking through the noise – why new tactics matter now
We live in a saturated media landscape. On social media, in ad-driven content, in algorithmic feeds, audiences are bombarded with messages, many of which are conflicting, misleading, and designed to provoke outrage or cynicism. Add to that the rise of AI-generated content, disinformation campaigns and greenwashing masquerading as sustainable marketing and the picture gets even murkier.
Under such conditions, even well-intentioned climate communication often fails to reach beyond the “converted.” It becomes part of an echo chamber.
That’s why the effort at COP30 to embed information integrity, accountability, media-freedom and transparency is so vital. If we want public support for climate action, ground-up mobilisation, and for people to make informed choices, we need trusted, accessible, verifiable information. And we need to meet people where they are: culturally, emotionally, and socially.
That doesn’t mean abandoning hope. On the contrary: we need to communicate in hopeful, empowering and even entertaining ways. We need to show the agency of ordinary people and communities and meet people where they are to inspire action.
Saving our planet is now a communications challenge
Writing this summary made me realise how much power we hold as communicators in telling stories and shaping narratives – we have a responsibility to tell the truth. The climate crisis is not just an abstract scientific problem; it’s a social and democratic one too. As David Attenborough once said – ‘saving our planet is now a communications challenge.’
If we don’t get information integrity right, and if we don’t fight disinformation, greenwashing and denialism, we risk losing not only public support, but our chance at making a real difference.
COP30’s push for a “COP of truth” could mark a turning point. But its real promise lies in how we as communicators, respond.
Ruth Davis
As the Strategic Engagement & Impact Lead and Co-Founder at Oxygen, I specialise in building strong partnerships, leading high-impact projects, and guiding organisations on how to embed sustainability into their communications and strategy. With a Master’s degree in Sustainable Development and a background in strategic and digital communications, I’ve worked with a wide range of organisations – from climate-focused startups and B Corps to membership bodies and community development charities. My experience spans brand development, messaging and strategy, and website projects, all with a clear focus on purpose and impact. At the core of my approach is collaboration. I’m passionate about aligning big ideas with practical action, helping teams turn values into value and purpose into progress.
