ABBC Member AxelMondrian Brings Strategic Communications Perspective to Biodiversity Discussion

On 19 October, ABBC valued member AxelMondrian & Partners joined a discussion hosted by the Investment Council of Armenia as part of the Green Zone opening programme. The panel, “From Awareness to Action: Strategic Communication, Public Engagement and Behaviour Change for Biodiversity”, explored how communications can turn environmental awareness into public engagement and lasting action ahead of COP17.

Shushan Harutyunyan, Co-founder and CEO of AxelMondrian & Partners, addressed Armenia’s international positioning, the credibility of environmental commitments and the responsibilities of business, media and communications professionals.

Harutyunyan argued that Armenia’s distinctive biodiversity needs more than international visibility: it requires a convincing connection between the country’s public commitments and its development decisions.

“We cannot speak about biodiversity protection on international platforms while treating environmental risks as secondary considerations in major economic decisions at home.I am not suggesting that economic development and biodiversity protection are mutually exclusive. The real question is what kind of economic development we are pursuing, what we are prepared to sacrifice for it, and who gets to make those decisions.”

Moderated by Diana Ghazaryan, Communication Director at the Investment Council of Armenia, the panel also featured journalist Tsaghkanush Mirzoyan, private sector engagement expert Silva Mesropian, and wildlife photographer and biologist Berta Martirosyan, bringing together perspectives from communications, journalism, business engagement and conservation.

AxelMondrian & Partners is a Yerevan-based strategic communications and reputation consultancy and an ABBC member. With representation in Brussels and Bairut, the agency combines research, strategic counsel and creative direction. Its work helps businesses and institutions navigate complex public issues, build credible narratives and connect organisational commitments with action. Since its establishment, the company has delivered more than 100 projects for over 55 institutional and corporate clients, including international organisations, governments, financial institutions, foundations and businesses across more than 15 industries.