Credit Suisse, Essity, Heineken Take WFA's 'Planet Pledge'

Credit Suisse, Essity and Heineken have joined the list of global marketers committing to the World Federation of Advertisers’ (WFA) Planet Pledge, a self-imposed commitment to use their marketing budgets to promote sustainability.

The brands join Bayer, Danone, Diageo, Ikea, L’Oreal, Mastercard, Mondelez, PepsiCo, Pernod Ricard, Sanofi and Unilever, bringing the pledge’s total global advertising spend to an estimated $43 billion.

In a related move, the WFA this morning announced that two national ad associations -- Turkey’s RVD and Germany’s OWM -- are partnering to promote the pledge in their markets, bringing the total number of national trade associations supporting it to 31 countries.

While self-administered, the pledge, first announced in April 2021, asks each marketer to champion the United Nation’s “Race to Zero” carbon neutrality campaign, both internally as well as externally through their consumer marketing, including explicit guidance to their ad agencies.



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