In six months, Brazil will take the global stage and host COP30. But who will be there?

So far, we’ve heard about the extortionate hotel costs, the conversion of “love motels” to make space for delegates, and the felling of the Amazon rainforest to build a road designed to ease traffic during the summit. But this cannot be a distraction from the facts.

Back in 1992, Brazil convened world leaders in Rio de Janeiro for the first international Earth Summit which established the COP framework. Holding COP30 in Belém, then, is something of a homecoming.

This COP marks 10 years since the Paris Agreement, the legally binding treaty which commits countries to reducing their carbon emissions and reporting their ambition in the form of Nationally Determined Contributions (NDCs) every 5 years. Notably, this is the first COP since Trump pulled the United States out of the treaty. For climate advocates, this is a pivotal moment to seize COP back from its opponents.

I desperately want to avoid the truisms that this will be an [insert: unprecedented/historic/ agenda-defining] COP. But the stakes warrant the clichés. In simple terms, this will be the most important international climate moment since 2015.

So, where is everyone?

Investors and market participants are reportedly giving this year’s UN climate talks a miss. Only 11% of countries have announced updated climate targets. And those who are heading to Brazil are mulling over whether to base themselves in Rio or São Paulo.

We know that trust in governments is low. Gen Z and Millennials go so far as to say that they trust businesses more than governments to solve today’s challenges. But 53% also expect businesses to do a lot more on social and environmental issues.

The countdown to the most critical climate event on the 2025 calendar has begun. Businesses, you have a unique opportunity to pick up the slack and give this some welly.

Ahead of COP30, Brazil has called for a global mutirão (a word from the indigenous Tupi-Guarani language that refers to collective action) against climate change. Here’s how you can answer this call.

Five ways comms pros can join the mutirão in the run-up to COP30:

1. Start now. Narratives are already forming around COP30. The earlier you begin your COP plans, the greater your chance of cutting through. Map out your audiences, build your thought leadership programme, and get your spokespeople out there talking about COP - you’ll be among the first to do so.

2. Purpose beats presence. I’m sure the irony is not lost on you of delegates flying thousands of miles to a climate summit. Beyond this, simply being at COP is no longer enough. The era of sponsored pavilions and speeches is over, so it’s time to get strategic and creative. If you’re not physically able to be in Belém, make your presence felt in other, more meaningful ways.

3. It’s not just about COP. Don’t forget, while COP is the pinnacle of climate talks, consistent dialogue is required throughout the year to drive action. Mark your calendar for key 2025 climate events in the run-up to COP. You could consider having your leadership participate in Climate Week New York or join industry-specific pre-COP dialogues to shape the position of your sector.

4. Lean into nature. Belém sits at the mouth of the Amazon. This is a hugely symbolic setting, focusing global attention on the destruction of the rainforest and demanding action on biodiversity. Audiences will be looking to businesses for leadership on nature and its intersection with Indigenous rights and social justice, all while proving that this can co-exist with economic growth. Ensure that you focus on communicating your tangible case studies - COP30 will be all about action; words won’t be enough.

5. Take a stance. Against the backdrop of deepening global polarisation, this is a political climate fraught with anxiety and distrust. With the US pulling out of the Paris Agreement and leading a backlash on climate and DEI, it’s no secret that many businesses are treading carefully. But a lack of action around COP30 is a strategic misstep and consumers will punish those who fail to show up.

Preparing for COP30 now may feel as premature as starting to plan your office Christmas party. But in the same way that those slightly naff team-building activities get booked up fast, the window of opportunity is closing to make your mark on COP30.