How can brands be credible in their climate communication?

The situation is serious and the situation remains serious: According to the United Nations, annual global infrastructure investments of up to seven trillion U.S. dollars are needed to achieve the targets of the Sustainable Development Goals by 2030. It is clear that the climate crisis is a major effort and one of the central challenges of our time; this is one of the reasons why many companies are making efforts to define their own climate targets and adapt structures and strategies to the new climate reality. 

Nevertheless, the question remains: How credible are companies in their efforts to combat climate change? How can companies assure that the efforts they are striving for are more than a disdainful PR measure to soothe their own conscience in a media-friendly way? "Do good and talk about it," a phrase that also applies in the climate crisis? 

A discussion about communication in challenging times.