• by Richard Whitman , Columnist, September 10, 2021

Four major multinational companies and nearly two dozen national advertiser associations (including the Association of National Advertisers in the US) have signed on to the World Federation of Advertisers’ Planet Pledge program, which was launched in April.

The initiative is designed to put marketers in a position where they can help lead brands’ responses to climate change, encourage efforts across the wider marketing industry and help consumers act more sustainably when using their products and services.  

The effort was launched following WFA research that found that marketers lag overall corporate progress on the sustainability front. 

The latest signatories include Asahi Europe & International, Carlsberg Group, Ingka Holding (largest IKEA franchisee) and Pernod Ricard. Companies previously committing to the effort include Bayer, Danone, Diageo, Dole Packaged Foods, Mastercard, Ørsted, Reckitt, Telefónica, Tesco and Unilever as well as L’Oréal, NatWest and PepsiCo in using the power of marketing to drive action on climate change.

In addition to the ANA, national associations who have signed up include: AAI (Ireland), ABA (Brazil), ABG (Gulf Cooperation Council), ANFO (Norway), APAN (Portugal), APPINA (Indonesia), BAA (Bulgaria), HAA (Greece), ISA (India), JAA (Japan), The Israel Marketing Association, ISBA (UK), MAA (Malaysia), Marketing Finland, MASA (South Africa), MSK (Kenya), PAS (Pakistan), SA (Sweden), SZZV (Slovakia), Union des marques (France) and UPA (Italy).

WFA CEO Stephan Loerke said that “In light of the recent UN Intergovernmental Panel On Climate Change report which lays bare the challenge of climate change, it’s vital that our members commit to not only reducing their impact but also to educate consumers about how they can have an impact too.”