Two more major global brand owners have signed up to WFA’s Planet Pledge, a worldwide commitment to making marketing a force for positive change both internally and among consumers.
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Mondelēz and Sanofi join launch signatories Bayer, Danone, Diageo, Dole Packaged Foods, Mastercard, Ørsted, Reckitt, Telefónica, Tesco and Unilever, as well as Asahi Europe & International, Carlsberg Group, EY, Ikea, L’Oréal, Mars, NatWest, Nomad Foods, PepsiCo and Pernod Ricard in using the power of their marketing teams to drive action on climate change.
Since the scheme was launched in April, brands representing a cumulative $40 billion in global marketing spend have committed to using the power of marketing to drive change.
Signing up to Planet Pledge requires CMOs to take action in four key areas:
- Commit to being a champion for the global Race to Zero campaign both internally within their organisations and to encouraging their marketing supply chain to do the same;
- Scale the capability of marketing organisations to lead for climate action by providing tools and guidance for their marketers and agencies;
- Harness the power of their marketing communications to drive more sustainable consumer behaviours; and
- Reinforce a trustworthy marketing environment, where sustainability claims can be easily substantiated so that consumers can trust the marketing messages they are presented with as they seek to align their own consumption with their values.
The WFA will be reporting on the progress made on an annual basis.
It is also working with national advertiser associations in 24 countries to create local champions for climate action and share learnings on how to make a difference.
“I’m delighted that brands as distinguished as Mondelēz and Sanofi have agreed to join Planet Pledge. Every company that signs up is another champion for real change and a sign that post-COP26 businesses and marketing are acting on their wider obligations to society,” said Stephan Loerke, CEO of WFA.
“Global commitments to fight climate change require fundamental changes to the way we do business. Marketing can and should play an essential role in driving change at scale by building cross-functional capabilities, harnessing the power of agency relationships and mobilizing iconic brands to catalyze action,” said Martin Renaud, EVP & Chief Marketing Officer, Mondelēz International.
“At Sanofi Consumer Healthcare, we are pleased to sign up to WFA’s Planet Pledge. As a global healthcare company committed to building purpose-led, consumer-inspired, and science-driven loved brands, we strive to use our business as a force for good to foster global health for both planet and society,”said Amel Lageat, VP, Global Head Consumer Experience & Analytics, Sanofi.