Communication Must Be Part of COP30’s Legacy

In his book analyzing Brazil’s role in the UN environmental conferences held in Stockholm, Rio, and Johannesburg, the current president of COP30, Ambassador André Corrêa do Lago, highlights how the country evolved from a defensive and reactive stance to a more proactive and leadership-oriented position within the environmental agenda.

At the Rio Conference in 1992, Brazil’s Ministry of Foreign Affairs was primarily concerned with improving the country’s deteriorating image abroad. Judging by the outcomes, this goal was successfully achieved, and the conference now holds a prominent place in the minds of those engaged in climate-related work. Its legacy is real.

What about COP30? What place will it hold in the imagination of the world, the nation, and the citizens of Belém?

We are presented with a dual opportunity. On the one hand, there is an urgent need to advance the climate agenda, despite setbacks such as the withdrawal of the United States from the Paris Agreement. On the other, global attention is now focused on the Amazon—an opportunity to finally cement, in both Brazilian and international consciousness, the importance of the rainforest to the planet.

In her book “The Invention of the Amazon”, Neide Gondim traces the historical evolution of the region and its many interpretations. Constructed by travelers and chroniclers, often depicted as a “green hell” or the hiding place of mythical golden cities, the Amazon has never undergone a comprehensive process of narrative construction that truly reflects its magnitude—in every sense of the word.

In recent years, however, the Amazon has gained prominence in the media, academia, and across various sectors of the economy. We’ve seen local communities take the lead in shaping this narrative, with communication playing a central role. Today, more than ever, there is a growing movement to ensure that the Amazon’s stories are told by those who live there—challenging stereotypes and offering a more realistic and diverse perspective.

In addition to culture, biodiversity, and Indigenous traditions, part of this renewed narrative is being shaped by companies and their communication efforts. A television commercial, a print ad, a social media campaign—whether promotional or institutional—all contribute to shaping how the region is perceived. Yet these portrayals are not always accurate or respectful.

It is essential that companies wishing to communicate about the Amazon adopt a serious and responsible commitment. To do so, three fundamental steps must be taken:

• Understand before communicating;
• Ensure transparency in messaging and accessibility in communication; and
• Include local voices in the process.

Communication about the Amazon can only be genuine when it includes the voices of those who live there. Identity, belonging, and narrative must reflect the experiences of the local population. The region has unique characteristics that must be understood to ensure respectful and accurate representation.

Developing a deeper understanding of small and medium-sized enterprises and how they operate also helps broaden communication approaches and elevate the language of local entrepreneurship. With this attentive perspective, we can foster knowledge, respect regional specificities, and promote communication aligned with both climate concerns and the local context.

As in any good communication strategy, civil society organizations play a critical role in facilitating dialogue and shaping the key messages that Brazil’s COP30 aims to deliver to the world. The event will not only bring together global leaders; it will also offer a chance to reshape how the Amazon is perceived, both within and beyond national borders. This transformation will only be possible through the thoughtful, professional work of communicators—free of prejudice and deeply attuned to the local reality—who are able to recognize differences and help build a respectful and inclusive narrative.

In addition to the outcomes of international agreements and the pressure exerted by civil society, communication will stand as one of COP30’s most lasting legacies. The way Brazil and the world choose to tell this story could define a new understanding of the Amazon—one that moves beyond clichés and finally reflects the region’s true complexity and richness. This is a historic moment, and it is up to all of us to ensure it is fully embraced.

Hamilton dos Santos

Victor Pereira

Mônica Alvarez