Talking about their ESG projects became common among companies. But the advancement of climate change, with emergencies around the world, ended up putting on greater pressure than expected by the corporate world and influencing the communication work of companies. The challenge was debated in the panel “Climate Chaos and COP30: How climate change are already influencing the work of communicators and ex -ex was”, from the 9th edition of Aberje Trends in São Paulo.
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Corporate communication is at risk when using information that creates a “green makeup” in the company’s data to communicate the actions, the call greenwashingas when doing the opposite, be silent so as not to be accused of making little efforts in the area, which has been called greenhushingor “green silence”.
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“It is necessary to be very careful with these actions, because the consumer today is more critical and does not accept any kind of sustainability information,” said BASF’s senior corporate communication manager for South America, Ornella Nitardi, during Aberje Trends.
According to the executive, data is very important to draw new narratives, especially for a chemical manufacturer. Just to exemplify, she says that 62% of consumers, although attentive to the environmental impact, distrust the sustainability actions released by the companies.
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Therefore, Tetra Pack has made sustainability a strategic pillar globally and bet on developing new packaging and recycling. The work goes beyond communication. For 25 years, the company has supported recycling cooperatives in Brazil, in addition to investing $ 26 million in research and development in the country to maintain care with nature, even recovering an araucaria forest. “We don’t just want to compensate for carbon, but to leave a legacy in the country and be able to show results,” explains Michele Gassi, communication manager at Tetra Pak.
For Bruno Rossini, senior director at 99, showing results is one of the great challenges for a digital company. Even so, the company – which is now part of the Chinese group Didi, present in 18 countries with more than 5 million drivers – decided to quantify their actions to be able to support the communication. “We are one of the largest urban mobility ecosystems in Brazil and we know the impact we have on the environment, using fossil energy, generating pollution and greenhouse gases. We recognize this and three years ago we started quantifying and working to reduce global warming by expanding the fleet of electric cars,” he says.
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Asked by mediator Pâmela Vaiano, director of corporate communication of Itaú Unibanco, if COP30 should be the great showcase for sustainability actions, all agreed. Since it was announced, COP30 has been influencing all the work of the areas of ESG and Communication of the companies.
