Swedish ad industry launches CommToAct Planet initiative to drive credible sustainability communication

The Association of Swedish Advertisers (Sveriges Annonsörer), together with other industry associations KOMM (communications agencies), Sveriges Mediebyråer (media agencies) and IAB Sverige, have unveiled the cross-industry initiative “CommToAct Planet” to drive more accurate and credible communications around climate change and environmental sustainability. 

“We know that consumers and scientists think that advertising and communications can play a key role in changing behaviours and accelerating the green transition. But at the same time, consumers have little trust in how corporate climate action is being communicated. More than half of Swedish consumers think that companies' environmental claims are misleading,” said Hanna Riberdahl, CEO of Sveriges Annonsörer. “That’s what we want to change.”

CommToAct Planet has two main objectives: To leverage the power of marketing to drive sustainable consumer behaviours and choices; and to reduce carbon emissions of businesses and the entire advertising industry value chain.

Taking ICC Sweden’s environmental guidance as a starting point, it will develop guides and educational resources to help the industry better communicate on climate action and enable companies in Sweden to create stronger, more sustainable brands.

The initiative is supported by the International Chamber of Commerce (ICC) Sweden and the Exponential Roadmap Initiative, a partner of the UN’s Race To Zero global campaign. It is part of the Swedish ad industry’s umbrella initiative, ‘CommToAct’, to contribute to the UN's Global Goals. This also includes “CommToAct People”, a cross-industry initiative to raise awareness on social sustainability and drive diversity and inclusion in the workplace.

“The climate crisis needs strong leadership across all stakeholders and industries. We need to leverage the power of marketing and communications to accelerate the green transition by shining a light on sustainable lifestyles and climate solutions in a truthful and transparent manner,” said Johan Falk, CEO and Co-founder of the Exponential Roadmap Initiative. “That includes avoiding misleading environmental claims, phasing out marketing of fossil fuel companies, and implementing strategy that is in line with the 1.5°C ambition set out in the 1.5°C Business Playbook.”  

Sveriges Annonsörer is also part of the WFA Planet Pledge, a global CMO-led framework to help make marketing part of the solution to the climate emergency and encourage more brand owners to commit and champion the Race To Zero.

For more information, visit commtoact.se/planet (in Swedish) or get in touch with CommToAct Planet Project Lead, Karin Grohman.