As past, present, and future pledges are scrutinised and deciphered, and as preparations begin for the meeting after next, what's clear from COP 26 is that only one brand truly matters, Earth.

First and foremost, it’s important to remember Earth isn't just in the business of humanity but also for the survival of many other natural species and resources. We're all connected, right? But Earth's future success depends on today's self shifting priorities that go beyond Generation Beta without compromising the world's most vulnerable and, sadly, already affected.

Topping 8 billion stakeholders in 2023, Brand Earth has a vested interest in everyone's destiny. As such, basic economics and ethics suggest, so should any business that subsequently profits from its existence.

Agriculture, Energy, Finance, Healthcare, Manufacturing, Transport, Technology, Retail... Modern business certainly hasn't been caught off-guard by net-zero obligations. We've been talking about them for years. But, to make the fundamental changes needed, Brand Earth commands you, business leaders and change-makers, to herald a shared Vision. One that unites the world for the greater good of all, for all.

Go, Mum!

As expected, COP 26 showcased the good, the bad, and the upset. But unlike any time before, this meeting feels like "COP" has transcended a few boundaries, pried opened doors, and is set to become part of our everyday lexicon.

Alongside flag carriers, consumers have been quick to the punch—even those who've sat in silence. Every generation now acknowledges the pickle we're in, even my Mum's. And with dialogue opening up, challenging business leaders, particularly those helming ubiquitous brand portfolios, now feels possible.

As COP 27 shifts to centre stage, will global business finally get on the 'green' bus? Beginning with fully activating the Purpose they've invested so enormously in telling us about—only this time without ulterior agenda.

Chicken, egg, or both?

Buyers will continue to drive change by controlling purse strings, that's for sure. But it's a ripple effect. Governments need to listen to draw a clear line in the sand. Only then will prominent business leaders get in line. Once forced to accept, the marketing business will correct the errors of its ways and start toeing the line. Walk the talk remains a cliché because, more often than not, it still is.

While net-zero commitments are drastically needed, in reality, how many companies are really in a position to meet them? Particularly in markets where shareholder primacy still drives decision-making.

CHANGE NOW SEEMS POSSIBLE with COP 27 in Egypt and the UAE announcing it will host COP 28. But until then, more must be done to help businesses and brands of all shapes and sizes co-create shared value. Because this is where authentic leadership will flourish, with protected Missions that are true, achievable, and can propel human kindness forward.

Go long!

Thankfully, the days of companies looking only to commission a lovely 'green' and inspiring logo are (almost) behind us. (Although, what we've seen recently with Facebook/Meta's attempt to detract public attention begs belief).

Great brands bring Purpose to life throughout every experience. So, before Branding (in the literal sense of the word) as 'Captains of Change', businesses intent on making a positive impact need to have self-awareness. Understanding every moment in the value chain presents an opportunity to better themselves and others, innovate and grow. This is Brand Experience.

Because of the complexity of the ecosystem, Purpose isn't enough without pledging accountability. But as capabilities and companies continue to compete for and through tech, Brands need to be more human than ever. Accountability is determined through monitoring value chains closely. And according to Mckinsey, "sustainability management will be the next frontier for digital transformation".

So, whether a customer, employee, investor, contractor or out on the periphery, Brand Ambassadors intrinsically connect with a business because of its reason for being. This makes the Brand, and everyone who champions it, responsible for its conduct and behaviour, to ensure what's promised is delivered.

So, what of the savvy generation?

Let's not forget how eager Generation Z is to disrupt the Brandscape (more to come on this topic). While they certainly have a lot to say (with punchy social reviews, exonerating and shaming brands, and Slack channels devoted to Dad jokes), how can we work together to ensure these players succeed?

While today's businesses forage away to reduce their footprint for the sake of reputation, let's continue to apply pressure for greater marketing transparency while shining light on conscious brands, leaders and ideas. Particularly those here to challenge convention and remove their carbon footprint altogether.

The savvy generation are Smart Cookies, too preoccupied to lead with resentment, full of determination, and see the bottom line as an outcome of Purpose.

Guardians of a new frontier for better brands.