MERCADEO Versión en español
WFA’s Planet Pledge welcomes seven more multinationals
Josefina Blanco| 14 de diciembre de 2023
WFA Planet Pledge
WFA’s flagship environmental sustainability initiative, Planet Pledge welcomes seven new signatories. AkzoNobel, Arçelik, Beam Suntory, Groupe Bel, HP, Nestlé and Vodafone have joined the global initiative, which now covers 38 multinationals representing nearly $69bn in approximate annual marketing spend. “The Planet Pledge is a strategic priority for WFA, forming part of our commitment to help shape an industry that delivers in equal parts for business, for people and for the planet. As seven new signatories join 31 of the world’s largest brands who have already committed to the Planet Pledge, I’m profoundly convinced that, collectively, this group can accelerate the transformation of our society towards a more sustainable future,” said Stephan Loerke, CEO, WFA.Launched in 2021, the Planet Pledge is a CMO-led framework designed to help make marketing part of the solution to the climate crisis. It builds on existing industry efforts and aims to address the gaps preventing marketing from becoming compatible with a sustainable future. The influx of recent signatories follows the launch of Sustainable Marketing 2030, a seminal global research project by WFA and Kantar’s Sustainable Transformation practice, published in April. The survey of global CMOs, sustainability experts and 938 senior client-side marketers across 48 countries found that 90% of marketers think sustainability agendas must be more ambitious and 94% say marketers need to act more bravely and experiment to drive transformative change.In signing the Planet Pledge, signatories signal their intention to use the power of marketing as a force for positive change, both internally within their organisations and externally with consumers. This includes committing to being a champion for the UN’s global Race to Zero campaign within their organisations and encouraging their marketing supply chain to do the same.
