Over 70,000 delegates, representing member states of the UN Framework Convention on Climate Change (UNFCCC), business leaders, youth representatives, climate scientists, Indigenous Peoples, experts, and stakeholders, have convened in Dubai for COP 28.
The 28th session of the Conference of the Parties (COP) to the UNFCCC, hosted by the Emirate, took place from November 30th to December 12th at the remarkable Expo City.
During this event, we had the opportunity to interview Jessica Scopacasa, Co-Founder, together with Vivek Tripathi, and Chief of Sustainability Communications and Marketing at Olive Gaea. Our conversation delved into the realm of sustainability, exploring the compelling initiatives she is spearheading in this domain.
With 14 years of experience in PR, Communications, and Sustainability, Jessica possesses a robust background in international affairs, public policy, and foresight. Over the years, she has guided organizations through complex economic, geopolitical, and social landscapes across the MENA region. Her expertise lies in advising businesses and government entities on strategic Communications and Sustainability initiatives, aimed at mitigating risks, safeguarding reputation, and enhancing stakeholder relations.
Jessica, can you tell us about Olive Gaea?
Olive Gaea is a leading Climate-Tech start-up with a mission to close the Climate Action Gap and help businesses achieve Net Zero. Olive Gaea’s Carbon Management and Accounting Platform (CMAP) “Zero” alleviates all the challenges that businesses face in their Net Zero journeys, automating decarbonization and closing the climate action gap. Zero by Olive Gaea is not only completely industry agnostic but also provides specific solutions to high-potential sectors in climate mitigation, such as the banking and financial services one, via financed emissions analytical tools. The product’s ultimate goal is to make decarbonization effortless and achievable for businesses.
These days we talk a lot about sustainability communication, but in what way?
We live at a time when climate change is no longer something that future generations will have to deal with at a certain point. For this very reason, organizations today are facing increasing pressure from stakeholders to not only focus on their profit but also on their externalities, on their impact. Yet, while sustainability has finally become a core element of the narrative of governments, businesses, consumers, academia, and civil society, I see a massive gap in the ability of communication and marketing professionals to communicate sustainability effectively.
How would you suggest achieving your sustainability communication objectives?
First of all, by being authentically human. Perfection is not of this world, and the public knows it. I know it’s hard, especially to convince the leadership about this, but acknowledge shortcomings and obstacles in your sustainability journey and communicate transparently, showing respect for your audience. Being candid doesn’t mean being naive, but if something didn’t go as planned, say what steps you will take to make it right. Authenticity is key to gaining credibility and respect, and it will pay you off in the long term.
A second piece of advice is to let stakeholders do the talk. Few things are more annoying than self-promotion. So seek third-party validation to have your message believed and to capitalize on your sustainability plan. Partnerships, especially with non-profit organizations and activists, are essential in any successful sustainability project. Third-party validations are not only trust builders but also powerful amplifiers for your message.
And finally, show you take sustainability seriously by integrating sustainability across the whole organization, by transparently reporting on widely recognized standards, and by opening up to independent audits on your sustainability results.
One last point: be very mindful of the words you use: today, terms like “CSR,” “responsible,” “Green,” or “environmentally friendly” are increasingly associated with mere marketing tactics that lack a measurement framework. So be precise, measure everything you can, and avoid these very generic terms that actually mean nothing.
What is your opinion on the current status of sustainable practices implementation?
There is so much education and awareness work to be done, especially in this region – but the opportunities to drive positive change are just exceptional. I’m witnessing firsthand the rapid shift in the way organizations are approaching sustainability. I see more and more corporates starting their sustainability journeys. They need massive guidance, and they need communication experts who can help them use the right words, and the right messages, and understand the ever-evolving sustainability landscape and stakeholder expectations. The UAE taking the presidency of COP28 has given a tremendous push to the sustainability agenda. The number of companies coming to us to develop their Net Zero strategy has grown exponentially over the past year. Similarly, regulatory updates on mandatory disclosure for listed companies in the GCC are driving action.
So, let me close this intro by saying that there’s a lot of work to be done, but I am very positive about the future of sustainability in this region. However, success will very much depend on the ability of communication professionals to communicate sustainability properly to all stakeholders and decision-makers.