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 within our membership 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?

WFA Planet Pledge is a CMO-led framework designed to galvanise action from brand owners, to help make marketing part of the solution.

Marketing and Sustainability: Closing the Gaps

Drawing from WFA's 2021 global research, this report looks at consumer perceptions and expectations; marketers' perceptions of consumer expectations and of their own organisations; the gap between sustainability and marketing.

Saving our planet is now a communications challenge

Sir David Attenborough

The Pledge

The Pledges

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

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

Harness

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

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

Be part of the change. Sign up.

Tell me more

Pledge Partners

Partners

What marketing leaders say

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Roadmap

Planet Pledge Roadmap

Tools

Third Party Tools

Ad Net Zero

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

BCorp

B Impact assessment/ Measure what matters

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

Circulytics tool for measuring circularity

Stockholm Resilience Institute

Wayfinder - resilience tool

Science Based Targets Initiative

Multiple resources

Climate Justice Playbook

Insights, guidance and case studies on advancing climate justice

The Exponential Roadmap initiative

How to halve your emissions

Net Zero

Multiple resources and tools

Ebiquity Responsible Media Solution

Environmental, social and corporate governance criteria for media investment

Sustainability Stories

Case studies
11 May 2021

Levi's - Buy Better, Wear Longer

Good things come to those who wear their jeans longer

Read more about "Levi's - Buy Better, Wear Longer"
Case studies
20 Apr 2021

Volvo - Climate Change Crash test

Ensuring safety inside and outside of the car.

Read more about "Volvo - Climate Change Crash test"
Case studies
16 Apr 2021

Nike - Sneakerheads 4 Sustainability

Hot sneakers, cool planet

Read more about "Nike - Sneakerheads 4 Sustainability"
16 Apr 2021

LEGO - Hit Replay

Sustainbility is child's play, really!

Read more about "LEGO - Hit Replay"
Case studies
16 Apr 2021

Diageo - Drink sustainably

Looking ahead to a more sustainable future

Read more about "Diageo - Drink sustainably"
Case studies
16 Apr 2021

adidas - Flotsam to fashion

Fashion that is anything but trashy

Read more about "adidas - Flotsam to fashion"