A Pledge for the Planet
The six core principles are part of the WFA’s Planet Pledge initiative, which aims to encourage brands to commit to a zero-carbon economy and use their own marketing to drive more sustainable behaviour. There are currently 27 signatories to the pledge, including brands such as PepsiCo, Arla, IKEA, Bayer, Unilever, Danone, Tesco, Diageo and Mastercard, who collectively represent over $50 billion in marketing spend.
“Current consumer scepticism in environmental claims and marketers’ fear of greenwashing are together the biggest obstacles to our industry being part of the solution to the climate crisis,” said Stephan Loerke, CEO of the WFA. “Big reductions in CO2 emissions have occurred on the back of technology and innovation; the next big advance needs to be driven by behavioural change. This is where marketers can help. This guidance is an essential first step to creating an environment where marketers and consumers can feel more confident about companies’ sustainability credentials.”
