Too often, addressing climate change is framed as too costly, too complex, simply unsolvable or worse, not worth the effort at all. As the institutional representative of 45 million businesses worldwide, ICC wanted to turn that perspective on its head and advocate for global policy shifts at COP30 that would unleash $1 trillion in private sector climate investment.

We took on the naysayers directly with a pragmatic, business-forward take on addressing the climate crisis. It wasn’t about saving the planet, but about the real, pragmatic business opportunity that a clean transition represents. So t doesn’t matter what your motivation is, because the biggest challenge of our time is also the opportunity of a lifetime.

The campaign launched at London Climate Action Week in June 2025 in front of the COP30 President, on billboards in stations around London, and will continue ramping up to COP30 in November.