Sustainability as branding: Trump, Davos, and corporate climate narratives

Sustainability has evolved into a major branding tool for corporations worldwide, often blurring the lines between genuine commitment and marketing strategy. One of the themes at this year’s World Economic Forum (WEF) in Davos is “Safeguarding the Planet,” highlighting climate, nature, and energy issues. Against this backdrop, U.S. President Donald Trump’s recent withdrawal from the Paris Climate Agreement serves as a stark reminder of how political and corporate approaches to sustainability can diverge.

Trump’s decision to exit the Paris Climate Agreement recently, coupled with his pledge to expand fossil fuel production under the slogan “drill, baby, drill,” marks a significant rollback of global climate progress. This move is part of a broader push to dismantle the climate policies implemented by his predecessor, which included aggressive targets for renewable energy adoption. Trump’s actions have reignited debates on the role of governments versus corporations in addressing the climate crisis.

At Davos, major corporations have once again taken the spotlight by announcing ambitious sustainability goals. These include net-zero carbon pledges, investments in renewable energy, and projects focused on biodiversity conservation. While these efforts are widely publicised as critical steps towards addressing climate change, sceptics warn that they may amount to little more than greenwashing. 

Interestingly, Trump’s climate policies may have inadvertently bolstered sustainability as a corporate branding strategy. By framing environmental regulation as a barrier to economic growth, Trump has positioned his administration at odds with the global climate consensus. This has created an opportunity for businesses to distinguish themselves by championing sustainability, not just as an ethical imperative, but as a way to attract customers, investors, and talent. However, this raises questions about whether corporations are stepping up to fill the void left by government inaction—or merely exploiting it.

The conversations at Davos this year underscore the growing tension between sustainability as a business priority and its potential misuse as a public relations tool. While the WEF highlights the importance of corporate leadership in combating climate change, without robust accountability mechanisms, many of these initiatives risk being superficial.

As global temperatures continue to rise, the need for transparency and measurable action becomes more urgent. Davos serves as a reminder that true progress requires moving beyond rhetoric and towards meaningful, systemic change.