Not another COP30 piece: How proprietary data can help your brand stand out from the crowd

Brace yourselves for yet another piece of content on COP30, but I do have an important point to make, I promise.

As COP30 kicks off we're bracing to be inundated with generic sustainability content. The noise levels will rise, and standing out will be harder than ever. That’s why proprietary, industry-specific data – rich in insight and capable of telling a story companies haven’t heard before - is essential for cutting through the noise. It’s the kind of content that earns attention, not just airtime.

What sets a company apart is its ability to bring evidence to the table – to surface a challenge, uncover a blind spot or spotlight an emerging opportunity that others haven’t yet recognised. This isn’t just reactive behaviour; it’s proactive leadership.  

And COP30 is the perfect moment to do that. Businesses should be thinking about this kind of content well ahead of any major event – whether it’s Davos, COP30, or New York Climate Week.

Why major events like COP30 are the ultimate stage for impact

These global moments put sustainability in the spotlight. Governments unveil updated climate plans, and the private sector comes under the microscope. Investors, media and policymakers are watching closely, looking for signals of who’s serious, who’s innovative, and who’s shaping the future.

By publishing a data-backed study or thought leadership campaign ahead of any major climate event, companies can set the agenda by introducing new insights that influence discussions at the summit. They can position themselves as experts by owning a specific climate-related issue in their sector, drive media and stakeholder engagement through a compelling narrative that attracts attention and builds credibility, and inform policy by providing evidence that can support or challenge regulatory direction.

The power of a big idea – backed by proprietary data

Generic commentary won’t cut through the noise. The most impactful campaigns are built on proprietary data that’s collected through opinion research, economic analysis, climate models, customer insights, or industry partnerships. To truly resonate, content should be anchored in a bold, original idea.  

This kind of data-driven storytelling allows companies to highlight global and region-specific risks or opportunities across sectors, benchmark progress and demonstrate leadership compared to peers, and reveal trends that others have not yet quantified.

It’s not just about being a thought leader. It’s about being a thought maker – shaping the conversation, not just joining it.

What makes a great thought leadership campaign for major events?

To truly resonate at global gathering like COP or New York Climate Week, a campaign should be:

• Timely: Released in the lead-up to the event to ride the wave of global attention
• Insightful: Deliver fresh perspectives and original thinking, not recycled stats
• Actionable: Point to tangible solutions, not just highlight problems
• Visually engaging: Using infographics, dashboards and interactive formats to make complex data digestible and shareable

A great example of this approach is GHD’s water security campaign, Aquanomics. Taking the Aquanomics campaign to COP gave GHD a global platform to elevate water risk as a critical climate issue. By sharing proprietary data that quantified the economic impact of floods, droughts and storms - $5.6 trillion in potential GDP losses by 2050 – GHD shifted water from a technical challenge to a boardroom priority. This presence allowed GHD to influence high-level discussions on adaptation vs. mitigation, showcase innovate solutions like digital water technologies and strengthen relationships with policymakers and industry leaders. Ultimately, it positioned GHD as a trusted voice in climate resilience and future infrastructure planning.

The strategic payoff: Climate action as a business driver

Done well, climate-aligned thought leadership at major climate events can do far more than tick ESG boxes. Positioning as a climate leader strengthens brand reputation and attracts values-driven customers and top-tier talent. Partnership opportunities emerge with governments, NGOs and investors – creating new markets and shared value. Companies gain influence over regulation, shaping the rules instead of simply reacting to them. Also, new revenue streams open up, from green products and services to sustainable finance.

Looking ahead

These events aren’t just summits, they’re strategic moments for business reinvention. They’re where sustainability meets profitability, and where bold leadership translates into long-term value. But in this new climate economy, insight is as powerful as action.

For businesses, harnessing proprietary data will be a game-changer. It will empower evidence-based narratives that don’t just speak of change - they will validate it.   

At global climate events, those who bring insightful, data-driven stories to the table won’t just be seen as responsible, they’ll be seen as visionary. For those ready to act, sustainability isn’t just about doing good, it’s about turning climate ambition and data-backed thought leadership into a competitive edge that builds brand awareness and advances positive change.

If you'd like to discuss a data-backed campaign please get in touch.