Planet Pledge Leaders' Forum: Poll results

Planet Pledge Leaders' Forum: Poll results

Industry issues
1 minute read

This report contains results from a survey amongst WFA Planet Pledge signatories and some considering singing. 17 companies responded. 14 were already signatories. 

Article details

  • Author:WFA

    WFA

Benchmarks & surveys
12 October 2021

SDG World

Key findings: 

  • Things marketers can do to be part of the solution (internal)
    • Make the sustainability agenda top of mind within your organisation
    • Emphasis on a more sustainable portfolio and the role of each brand
    • Seek new partners and inspire existing ones by changing the brief
    • Promote sustainability along the value chain, amongst agencies, production...
    • Guide and educate your colleagues and partners
  • Things marketers can do to be part of the solution (external)
    • Communicate to raise awareness of sustainability challenges and drive action
    • Enable behaviour change by making sustainable choices simpler
    • Design and produce more sustainable packaging solutions
    • Avoid greenwash through easily substantiated claims
    • Educate consumers on sustainable characteristics and propose new usage 
  • 7 things marketers need to stop
    • Seeing sustainability as a constraint
    • Thinking small: a narrow focus on your category or only for "green" products and services
    • Being "market takers rather than market makers"
    • Treating sustainability as an afterthought or an "advertising thing" (instead of sustainability first)
    • Reckless production e.g long-haul production shoots
    • Greenwash: misleading and disproportionate claims lacking substance or effort to drive change
    • Being passive, thinking it's someone else's job: stop talking start doing
  • Scope to do more in bringing our partners with us
  • The majority of those with sustainability & marketing capabilities programmes agreed to share their content

Download the attachment below for the detailed report.

Article details

  • Author:WFA

    WFA

Benchmarks & surveys
12 October 2021