Marketing Report
Seven multinationals join World Federation of Advertisers’ Planet Pledge news

Seven multinationals join World Federation of Advertisers’ Planet Pledge

World Federation of Advertisers, WFA’s flagship environmental sustainability initiative, Planet Pledge has welcomed 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.

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.

Stephan Loerke, CEO, WFA: “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. Ahead of COP28 next month, I encourage all WFA members and global brand owners to consider signing the Planet Pledge to accelerate the Race to Zero and ensure that our industry plays its part in delivering against the United Nations Sustainable Development Goals.”

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.

Vikrant Batra, Global Chief Marketing Officer, HP: “We’re happy to sign the WFA’s Planet Pledge not just because we’re committed to everything in it, but because we’re already doing it. Pledges are fine, but action is what matters most. The only way we can make a difference for the future of the planet is by doing the hard work now. At HP, we’ve been doing the work since Bill and Dave imprinted that responsibility on our DNA 80 years ago. And today, we’re on a journey to become the most sustainable and just tech company in the world. We know there’s more to be done and we’re looking forward to joining with the WFA and other signatories, as we continue to engage consumers and reinforce trust with real action that makes a difference.”

Anne Stilling, Global Director, Brand and Media, Vodafone: “Through collaboration with our partners, customers and the broader marketing industry, Vodafone are committed to a responsible approach to global business. We are proud to bolster our existing commitment to the United Nations Race to Zero campaign by signing WFA’s Planet Pledge and lookforward to contributing to solutions that will help our industry transition to a truly sustainable future.”