Benchmark: Sustainable communication, advertising production and advertising behaviours

This benchmark was circulated to members of WFA’s Planet Pledge initiative. <20 respondents engaged with this benchmark, the central insights of which include:

• 75% of respondents are exploring the idea of how they communicate sustainability credentials on pack or at the point of purchase.
• Respondents cited 9 partners that they were working with as they develop their approach to communicating sustainability credentials on pack or at the point of purchase.
• 46% of respondents have guidelines or policies in place to help reduce the carbon impact of advertising production.
• AdGreen are frequently cited in topic of sustainable advertising production

No respondents shared that they had undertaken an audit of the behaviours portrayed in any of their existing and planned advertising creative but 83% would like to.

For further information please contact Michelle McEvoy: m.mcevoy@wfanet.org

To read the full results WFA members can download the report below.