In the run-up to the ADC Festival “Change the world with creativity”, Tobias Kollmann will give a keynote speech to prompt a shift in communication.
Moving to a 1.5°C economy
The global economy is undergoing the greatest transformation in its history: a transition to a “1.5°C economy” in line with the Paris climate goal. The impact of their economic activities on the climate is becoming a new, crucial KPI and corporate success factor. Companies and brands face major climate-related transition risks. Managing these risks and transforming them into economic opportunities is not only a strategic task, but to a large extent a communicative one.
Communication as the key to the climate transition
Regulation and market pressure are changing business models, reporting requirements and the increasingly stringent requirements for environmental statements are putting companies under pressure to explain themselves: No company can afford not to have an answer to climate change. Stakeholders ask questions and how the answer turns out influences their trust – a hard currency – and thus their “buy-in” on a wide range of topics: Who wants to buy from a company that contributes to a 3° or 4°C world? Work for it? Invest in it? A climate protection strategy therefore not only includes the implementation of climate protection, but also internal and external communication. To do this, companies and Communication that can leverage the opportunities of the climate transition and the sustainable transformation of business models must tell stories of success. Stories that convey the “green shift” in an authentic, transparent, credible and activating way – in stark contrast to “success stories” that paint a distorted picture of reality with “green shifting”, a form of “greenwashing”. Good communication will show stakeholders how they can be part of the solutions – and mobilize them to do so! Sustainability can only succeed as a functioning business case – products and services that drive change must be brought to market. Who said sustainability isn’t a cool cat?
With tangible narratives of credibility, action and impact
How we see the world significantly affects our willingness to trust and work on solutions with confidence. Positive narratives that make things understandable and tangible and motivate people to act are crucial to generating impact. In the end, it all comes down to the individual.
Tobias is hosting the Sustainability Panel on the Business Stage of the festival on June 6, 2024 and will give a Masterclass on climate communication.