The 28th United Nations Climate Change Conference (COP28), which just concluded on December 12, 2023, included numerous significant announcements and resolutions, including a call for a global transition away from fossil fuels and a target of a 43% reduction in greenhouse gas (GHG) emissions by 2030, a 60% reduction by 2035, and a goal of net zero by 2050 to limit global warming to 1.5°C. These announcements were disseminated virtually simultaneously outside the conference hall through various media outlets, ensuring global access. This is the power of the digital media age: immediacy and effectiveness.
Opening up the Ren and Du meridians of enterprises: keeping up with climate change strategies and communicating effectively about carbon reduction
In response to the grand goal of global net-zero emissions by 2050, which is crucial to the coexistence and prosperity of the global ecosystem, companies must ride the wave of this net-zero trend and information flood and take advantage of it. "Adhering to climate change strategies" and "good communication on carbon reduction" are key to companies' success.
►As we countdown to net-zero carbon emissions by 2050, countries around the world are calling on businesses to adhere to climate change policies and protect our one and only planet.
Under climate change policies, energy conservation, transformation, and carbon reduction are issues that businesses must confront head-on. They are also crucial for businesses to transition into a circular economy. When companies invest significant resources in innovation and innovation across operational models, production processes, service procedures, and product design, it's not just to comply with international regulations; the greater motivation lies in profit and the sustainability of both the business and the planet.
With the rise of self-media, audio and video multimedia are indispensable in our lives. Digital media has also become a crucial tool for many companies to communicate externally. How can we effectively leverage digital media for precise communication? How can we use digital media to highlight a company's carbon reduction efforts? And, even more importantly, to leverage its sustainable impact? In 2024, whoever can effectively communicate about carbon reduction with the board, investors, supply chain, customers, employees, and even consumers will be the biggest winner. Carbon reduction communication is undoubtedly a must for companies. Among the many communication methods, video marketing has become a popular choice for companies due to its visually dynamic and intuitive appeal, quick grasp of key points within 30 seconds, and its ability to bypass national boundaries and time zones. How should video content be planned? Once the video is shot, how can it be integrated with digital media resources to achieve efficient and effective impact? The following provides one key communication point and two ways digital media can be used:
Communication Focus: Pay attention to your industry's Sustainable Communication Guidelines
ESG has become a key investor evaluation criterion in many countries, and companies are announcing net-zero emissions and renewable energy transition targets to strengthen their brand image and enhance their competitiveness. However, ESG carbon reduction is not enough! To prevent ESG from becoming merely a marketing slogan, governments are beginning to regulate greenwashing through legislation, urging companies to identify their core values and prioritize stakeholder engagement. They should prioritize their core business, use a language tailored to their corporate ethos, and connect multiple stakeholders to jointly promote sustainability initiatives. These initiatives should establish measurable indicators, collaborative models, and implementation methods to convey positive contributions and impact, ensuring precise communication.
►"If EGS is good, EPS will be good too!" Net zero emissions for enterprises have been incorporated into the evaluation criteria of business competitiveness.
In short, return to the key communication points for your industry on sustainability issues and summarize your actual carbon reduction actions or planned timelines accordingly. For example, in 2022, the pharmaceutical industry organization BSRT released the "Biopharma Investor ESG Communications Guidance 4.0." That same year, edie, a leading international sustainability knowledge platform, also released its latest guide, "The Communications Handbook 2022." These are the steps each industry should take before engaging in carbon reduction communication.
Media Power 1. Participate in open competitions to communicate carbon reduction capabilities and build brand image
Leveraging resources has always been the best tactic for achieving twice the result with half the effort. A quick look reveals numerous film competitions focused on topics like sustainability and climate change. These awards are often sponsored by media groups, multinational corporations, and non-profit organizations. Some of these awards offer exposure simply by signing up. Besides the recognition and cash prizes, the biggest added value of winning is the immediate access to numerous free media resources for both active and passive publicity. The following is a list of several sustainability-themed film awards both domestically and internationally:
►Making good use of various media is also a very important mindset and resource for this wave of carbon reduction communication.
[Domestic]
1. Pwc Sustainable Impact Awardhttps://www.pwc.tw/zh/services/csr-consulting/csr-competition.html
Established in 2017 by PwC and co-organized with the official Taiwanese representative of the Cannes Lions International Festival of Creativity, the award is based on the core concept of "leveraging storytelling to create impact" and encourages businesses, schools, government agencies, non-profit organizations and other organizations to unleash their creative visuals to showcase how sustainable projects address social issues, thereby generating positive impact and responding to the United Nations Sustainable Development Goals (SDGs).
2. Taipei Golden Eagle Awardshttps://tge.taise.org.tw/index.php
Founded in 2017 by the Taiwan Sustainable Energy Research Foundation, the foundation has expanded its focus from the three aspects of Corporate Social Responsibility (CSR) in the past – environmental protection, social inclusion, and corporate governance – to the global Sustainable Development Goals (SDGs). To make it easier for the public to understand corporate sustainability achievements, the foundation presents the organization's commitment to the SDGs in a new, visual way and in the form of a short film.
3. Dragon Smile Awardhttps://longterm.acerfoundation.org.tw/#/
Founded by Acer Group and the Acer Foundation, it connects Acer's presence in more than 50 countries around the world. With the belief that "no matter the size of a company, it can become a protagonist on the international stage!", it extends the spirit of corporate internationalization to Taiwan's small and medium-sized enterprises. It also integrates the resources of the United Daily News Media Group, hoping that with the help of media power, the Dragon Award will play a role in promoting companies to implement ESG and support products or services that can help society and the environment.
【internationality】
1. HORIZO N INTERACTIVE AWARDS – Film Awardhttps://www.horizoninteractiveawards.com/
The awards program recognizes, promotes, and rewards the best websites and web designs, interactive experiences, video productions, online advertising, print media campaigns, and mobile apps. Each year, the awards receive thousands of entries from around the world. The video category accepts any subject matter and also accepts fundraising videos on advocacy topics such as climate change.
2. The Webby Awards – Filmhttps://www.webbyawards.com/
The Webby Awards was founded in 1996 by The Web, a magazine under the IDG Group of the United States. The main competition media types are 9 categories: including websites and mobile websites, videos, advertising, media and public relations, applications and software, social networking, podcasts, games and metaverse, virtual and artificial intelligence.
3. The Lovie Awards Europe – Filmhttps://www.lovieawards.com/
The Lovie Awards is the sister award of The Webby Awards and the only truly pan-European award in Europe. It aims to recognize outstanding achievements in culture, technology, and business in the European internet media. The main awards are essentially the same as The Webby Awards.
Media Power 2: Leverage WeMedia tools and platforms, whether you own or stream KOLs
Looking back at the winning companies of the aforementioned awards, it's not hard to see that many have long been involved in self-media operations. For example, in Taiwan, the financial sector boasts 14,000 subscribers on Fubon Financial Holding Group's YouTube channel, while Shin Kong Life Insurance boasts 5,400. Semiconductor companies ASE Group, green energy company Cloud Leopard Technology, biotechnology and hair products company AROMASE, and traditional packaging companies Tetra Pak and Hua Paper Pulp all have numerous sustainability-themed videos promoting carbon reduction. Managing a brand's own media presence is challenging, but effective management can help companies connect with existing audiences, attract potential customers, and foster a strong network of brand advocates.
Some say running your own business is too difficult. But then there's the old trick: leverage your resources! Connecting with key opinion leaders (KOLs) who specialize in sustainability issues or related industries is another good approach.
►Given the internet's borderless and time-neutral nature, the best way for companies to achieve effective communication is to operate their own media or seek out key opinion leaders (KOLs) whose core values or topics align with theirs.
Here are some KOLs who focus on sustainability or industry:
NGOs/Foundations:
1. Taiwan Sustainable Energy Research Foundation: YouTube channel and podcast "When the Earth Fever"
2. Plastics Industry Technology Development Center: YouTube channel "P Channel"
Individuals or content creators:
1. "Super Serious Boy" on YouTube, with 658,000 followers.
2. "Captain Ayang's Sea Waste Diary," a Facebook channel focused on marine waste.
Having said so much, let me finally help you draw the key points:
1. Carbon reduction communication is a must for businesses.
2. Communicate practical actions or plans for energy conservation, transformation, and carbon reduction based on your industry and core corporate values.
3. Integrate digital media for greater benefits through audiovisual marketing.
Whether you've already started or are planning to, P Channel is a dedicated video channel focused on industrial sustainability. Affiliated with the Plastics Industry Technology Development Center (PIDC), we boast a team of think tank experts focused on corporate sustainability strategies and energy conservation management, making us a great choice for connecting you with the world.
P Channel hopes to share the transformational landscape and impacts of various industries on the path to net-zero emissions through its lens, covering green issues such as industrial operations, energy justice, sustainable living, a low-carbon society, and international regulations. This will foster discussion and reflection, and help build a sustainable ecosystem. If you need assistance with planning and production, or need streaming collaboration, please feel free to discuss this with us.
P Channel: https://www.youtube.com/@pidcl2
E-Mail: ariel0708@pidc.org.tw
TEL: +886-4-2359-5900 #312 Ms. Tan
｜Type of Cooperation｜Corporate marketing videos, product marketing videos, event documentation, commercial photography, live broadcast planning
By: Consultant Shi Chun-chen, Sustainable Design and Marketing Department, Digital Media Integration Group, Plastics Industry Technology Development Center
