Now or Never: How Business, Policy, and Communication Can Drive a Just Transition
As COP30 concludes with renewed global focus on accelerating climate ambition, attention is turning to how promises can be turned into action. PRCA’s latest sustainability webinar brought together experts from government, civil society, and business to reflect on what meaningful climate progress must look like.
Moderated by Terri Bloore, Co-Chair of the PRCA Sustainability Group, the conversation featured Matt Kennedy, Head of Client Transformation at IDA Ireland; Jo Kuper, Communications Director at the Changing Markets Foundation; Mark Jenkinson, Chair of the London Chamber of Commerce’s Sustainability Committee; and Gavin Brooking, UK Managing Director at Tootbus.
Together, they examined the changing role of COP, the growing urgency of methane reduction, the realities of innovation and finance, and the critical part communication plays in driving tangible change. What emerged was not a series of isolated viewpoints, but a shared recognition that climate action is no longer a matter of pledges and principles: it is a practical, operational challenge that requires leadership, innovation and accountability.
COP in Transition
A recurring theme throughout the discussion was how drastically the COP landscape has shifted. Once centred largely on NGOs and government negotiators, COP has become a vast ecosystem where businesses, financiers, activists, scientists, and communicators connect. This shift reflects a deeper reality: governments cannot deliver climate goals alone. The private sector has an essential role in turning commitments into outcomes, particularly when it comes to mobilising the finance and technology needed for real transitions.
Panellists agreed that this evolution demands a different approach to climate communication – rather than framing sustainability as a niche or external initiative, organisations need to treat it as core to competitiveness, productivity and long-term resilience. Indeed, it’s no longer about adding sustainability on top of business strategy; it is business strategy.
Methane and the Search for Quick Wins
Among the scientific priorities raised, methane emerged as one of the biggest opportunities for rapid climate progress. Cutting methane emissions this decade would deliver immediate benefits for slowing warming, yet it remains a blind spot in many national and corporate plans. Agriculture, notably livestock, accounts for a large share, but the issue spans energy, waste and food systems more broadly.
The point made was that while technological solutions are emerging, accountability is lagging. Tools like the Changing Markets Foundation’s newly launched Methane Action Tracker aim to close this gap, providing a clearer picture of what countries and companies are actually delivering.
At the same time, the conversation shed light on the risks of greenwashing and the growing prevalence of “green noise”: the mix of misinformation, over-claiming, and confusion that makes it harder for the public and investors to navigate environmental claims.
The SME Reality
While major corporations often have detailed strategies and full sustainability teams, many small and medium-sized businesses (SMEs) still feel distant from global climate debates. Yet SMEs form the backbone of urban economies and supply chains. The discussion highlighted the importance of making climate action accessible for businesses that don’t have specialist resources: simple steps, clear language, and practical support.
Skills and financing remain the two biggest enablers. Without them, even motivated businesses struggle to make the transition. But the panel also noted that sustainability is increasingly linked to opportunity: reducing costs, attracting talent, and opening new markets. The challenge is to help businesses see environmental action not as a cost centre but as long-term value creation.
Innovation, Infrastructure and the Circular Economy
Innovation was a key topic throughout the conversation, not only in respect to new technology but as a rethinking of how organisations operate. One example that resonated was the practical application of the circular economy in public transport – converting older vehicles into electric models, installing solar-powered charging infrastructure, and demonstrating that upcycling can be both commercially sensible and environmentally ambitious.
This kind of innovation requires predictability from policy and partnership with local authorities. When businesses invest heavily in low-carbon solutions, they need the surrounding infrastructure – including energy systems, planning processes, and procurement frameworks – to support and accelerate their progress. The panel stressed that no sector can decarbonise in isolation; collaboration is the engine of momentum.
Communication and the Role of Evidence
Across sectors, the conversation had one common denominator: the importance of trust. Whether engaging consumers, investors, employees, or policymakers, the climate agenda relies on credible, transparent communication. The group noted that audiences are increasingly sceptical, often for good reason, and want evidence rather than aspiration.
Communicators therefore have a critical role to play in cutting through noise with grounded, accurate and responsible storytelling. That means checking claims, explaining complexities, and being honest about trade-offs. It also means “pre-bunking” – anticipating misinformation before it spreads, rather than simply countering it after the fact.
Looking Ahead
As the session closed, there was a shared sense of cautious optimism. The tools, technologies, and evidence we need are increasingly available. The business case for sustainability is stronger than ever. What’s required now is clarity of purpose, collaboration across sectors, and the confidence to act even when the path forward isn’t perfect. The message from the panel was simple: the transition is already underway. The task now is to accelerate it.