Planet Pledge

A plan to make marketing part of the solution

Companies across a multitude of sectors are taking action to address the UN Sustainable Development Goals (SDGs).

But our industry as a whole has a conundrum to reconcile. Traditionally seen as a ‘consumption driver,’ is marketing at odds with sustainable life? Or can instead be a catalyst for more sustainable thinking and behaviours?

Planet Pledge is a CMO-led framework designed to galvanise action from marketers to promote and reinforce attitudes and behaviours which will help the world meet the challenges laid out in the UN SDGs.

Why a Planet Pledge?

The WFA Planet Pledge is a CMO-led framework designed to galvanise action from global brands in order to make marketing part of the solution.
Watch the video
Sustainable marketing 2030

Sustainable marketing 2030

The Sustainable Marketing 2030 report seeks to explore how marketing can be part of the solution for a sustainable future.
Download the 2023 report
Global Guidance on Environmental Claims (2022)

Global Guidance on Environmental Claims (2022)

First-of-its-kind guidance (2022) on how brands can make sure environmental claims featured in their marketing communications are credible for both consumers and regulators.

Saving our planet is now a communications challenge

Sir David Attenborough
The Pledge

The Pledges

Commit

Commit

to being a part of, and a champion for, the global Race to Zero campaign, and encourage your marketing supply chain to do the same

Scale

Scale

the capability of marketing organisations to lead for climate action, by providing tools and guidance for your marketers and agencies

Harness

Harness

the power of your marketing communications to drive more sustainable consumer behaviours

Reinforce

Reinforce

a trustworthy marketing environment, where sustainability claims can be easily substantiated so that consumers can trust the marketing messages they are presented with

Pledge Signatories

Signatories
Get involved

Pledge Partners

Partners

What marketing leaders say

Conny Braams-2

Raja Rajamannar-1

Filip Engel

Cristina Diezhandino

Nigel Topping

Eric Benoist

Stephan Loerke-2

Gael de Talhouet

Planet Pledge Alessandra Bellini

Aude Gandon

Planet Pledge Amel Lageat

Planet Pledge Asmita Dubey

Planet Pledge Gail Gallie

Planet Pledge Grant McKenzie

Planet Pledge Hanne Sondergaard

Planet Pledge Learning Hub

Learning Hub
Learning Hub
Planet Pledge

Learning Hub

Discover how you can lead your brands' response to climate change, contribute to efforts across the wider marketing industry and help consumers act more sustainably.
START HERE START HERE

Accessible for Pledge Signatories only

Sustainability Stories

  1. PepsiCo - Driving impact at the 2024 UCL final
    Case studies
    22 Nov 2024

    PepsiCo - Driving impact at the 2024 UCL final

    Pepsi piloted simple, fun and engaging sustainability solutions for fans to win rewards for recycling.

    Read more about "PepsiCo - Driving impact at the 2024 UCL final"
  2. Mastercard - A Journey to reach Net Zero by 2040
    12 Apr 2024

    Mastercard - A Journey to reach Net Zero by 2040

    In a world where sustainability is no longer a choice but a necessity, Mastercard embarked on an ambitious journey to reach Net Zero…

    Read more about "Mastercard - A Journey to reach Net Zero by 2040"
  3. Telefonica - Eco Rating, an environmental scoring system for mobile phones
    Case studies
    22 Mar 2024

    Telefonica - Eco Rating, an environmental scoring system for mobile phones

    Telefónica teamed up with four other major mobile networks – Deutsche Telekom, Orange, Telia and Vodafone – to…

    Read more about "Telefonica - Eco Rating, an environmental scoring system for mobile phones"
  4. Reckitt - Virtual Productions
    Case studies
    2 Feb 2024

    Reckitt - Virtual Productions

    Reckitt embraces their virtual studio, so they can move at pace and at scale, be more creative than ever before and have less impact…

    Read more about "Reckitt - Virtual Productions"
  5. Pernod Ricard - Kahlúa's sustainable coffee farming
    Case studies
    19 Jan 2024

    Pernod Ricard - Kahlúa's sustainable coffee farming

    In 2017, Kahlúa embarked on a 10-year programme to develop sustainable coffee farming in its home region of Veracruz, Mexico.…

    Read more about "Pernod Ricard - Kahlúa's sustainable coffee farming"
  6. Arla - Reducing the emissions from campaign productions
    Case studies
    16 Jan 2024

    Arla - Reducing the emissions from campaign productions

    Together with production agency Tag, Arla measured and reduced the CO2 emissions from three campaign shoot productions.

    Read more about "Arla - Reducing the emissions from campaign productions"
More stories
Tools

Third Party Tools

Ad Net Zero

Ad Net Zero

An initiative to reduce the carbon impact of UK advertising to real net zero by end 2030

BCorp

BCorp

B Impact assessment/ Measure what matters

AdGreen

AdGreen

Free training and resources, access to albert's renewable energy and offsetting schemes. A carbon calculator and certification scheme will follow later in 2021

Ellen Macarthur Foundation

Ellen Macarthur Foundation

Circulytics tool for measuring circularity

Read more
Stockholm Resilience Institute

Stockholm Resilience Institute

Wayfinder - resilience tool

Science Based Targets Initiative

Science Based Targets Initiative

Multiple resources

Climate Justice Playbook

Climate Justice Playbook

Insights, guidance and case studies on advancing climate justice

The Exponential Roadmap initiative

The Exponential Roadmap initiative

How to halve your emissions 

Read more
Net Zero

Net Zero

Multiple resources and tools

Ebiquity Responsible Media Solution

Ebiquity Responsible Media Solution

Environmental, social and corporate governance criteria for media investment

Sustainability Stories