The World Federation of Advertisers has launched a new framework to help marketers lead on climate change challenges.
The Planet Pledge, developed alongside marketing teams from Bayer, Danone, Diageo, Dole Packaged Foods, Mastercard, Ørsted, Reckitt, Telefónica, Tesco and Unilever, aims to put marketers in a position where they can help lead brands’ responses to climate change and help consumers act more sustainably when using their products and services.
The Planet Pledge encourages action in four key areas: commit to champion the global Race to Zero campaign; scale the capability of marketing organisations to lead for climate action; harness the power of marketing communications to drive more sustainable consumer behaviours; and reinforce a marketing environment where sustainability claims can be easily substantiated so that consumers can trust the marketing messages they are presented with.
