WFA’s Planet Pledge welcomes seven more multinationals

WFA’s flagship environmental sustainability initiative, Planet Pledge welcomes seven new signatories. AkzoNobel, Arçelik, Beam Suntory, Groupe Bel, HP, Nestlé and Vodafone have joined the global initiative, which now covers 38 multinationals representing nearly $69bn in approximate annual marketing spend. 

Launched in 2021, the Planet Pledge is a CMO-led framework designed to help make marketing part of the solution to the climate crisis. It builds on existing industry efforts and aims to address the gaps preventing marketing from becoming compatible with a sustainable future.  

The influx of recent signatories follows the launch of Sustainable Marketing 2030, a seminal global research project by WFA and Kantar’s Sustainable Transformation practice, published in April. The survey of global CMOs, sustainability experts and 938 senior client-side marketers across 48 countries found that 90% of marketers think sustainability agendas must be more ambitious and 94% say marketers need to act more bravely and experiment to drive transformative change. 

WFA CEO Stephan Loerke says “The Planet Pledge is a strategic priority for WFA, forming part of our commitment to help shape an industry that delivers in equal parts for business, for people and for the planet. As seven new signatories join 31 of the world’s largest brands who have already committed to the Planet Pledge, I’m profoundly convinced that, collectively, this group can accelerate the transformation of our society towards a more sustainable future. Ahead of COP28 next month, I encourage all WFA members and global brand owners to consider signing the Planet Pledge to accelerate the Race to Zero and ensure that our industry plays its part in delivering against the United Nations Sustainable Development Goals.” 

In signing the Planet Pledge, signatories signal their intention to use the power of marketing as a force for positive change, both internally within their organisations and externally with consumers. This 

includes committing to being a champion for the UN’s global Race to Zero campaign within their organisations and encouraging their marketing supply chain to do the same. 

More information about the Planet Pledge at

“We’re happy to sign the WFA’s Planet Pledge not just because we’re committed to everything in it, but because we’re already doing it. Pledges are fine, but action is what matters most. The only way we can make a difference for the future of the planet is by doing the hard work now. At HP, we’ve been doing the work since Bill and Dave imprinted that responsibility on our DNA 80 years ago. And today, we’re on a journey to become the most sustainable and just tech company in the world. We know there’s more to be done and we’re looking forward to joining with the WFA and other signatories, as we continue to engage consumers and reinforce trust with real action that makes a difference,” said Vikrant Batra, Global Chief Marketing Officer, HP. 

“Through collaboration with our partners, customers and the broader marketing industry, Vodafone are committed to a responsible approach to global business. We are proud to bolster our existing commitment to the United Nations Race to Zero campaign by signing WFA’s Planet Pledge and lookforward to contributing to solutions that will help our industry transition to a truly sustainable future,”said Anne Stilling, Global Director, Brand and Media, Vodafone. 

“At AkzoNobel, we’ve made it our business to deliver the sustainable and innovative paints and coatings solutions that our customers, consumers, communities, and the planet are increasingly relying on. Our products and brands, like Dulux, make it possible for us to live up to our purpose. Collaborating with customers, suppliers, and other stakeholders is fundamental to what we want to achieve. Together we can push boundaries and find inventive ways to collectively make a positive contribution to an ever- changing world. That’s why we’re pleased to become a signatory to WFA’s Planet Pledge contributing to the global Race to Zero,” said Nuno Pena, Global Marketing Director Decorative Paints, AkzoNobel. 

Beam Suntory is committed to living our values and driving a more sustainable, equitable future for the planet, our consumers and communities. Our enterprise-wide sustainability strategy, Proof Positive, is how we drive meaningful action. We are excited by the opportunity to join the WFA’s Planet Pledge to advance the United Nations ‘Race to Zero’ Campaign within our business. Our marketers are focused on delivering exceptional experiences to consumers through our incredible portfolio of brands, and this work will help guide them in further championing sustainability.”, said Kim Marotta, Global Vice President, Environmental Sustainability, Beam Suntory. 

“In line with Arçelik’s company objectives and marketing vision, we do take serious & consistent sustainable actions to lead our industry for a better future. With this purpose, all Arçelik brands & innovations put sustainability at the heart of all processes, which bring very credible sustainability recognitions for couple of years. And now being part of WFA Planet Pledge is another key achievement in our sustainability journey,” said Akın Garzanlı, Chief Marketing Officer, Arçelik. 

“Rooted in our Bel mission to ‘provide healthier, more responsible food for all’ through a sustainable and profitable business model, it was the next logical step for us to join our peers and sign the WFA commitment to the planet. It’s time to act and make strong commitments by playing a concrete role in a low-carbon future for marketing,” said Mathieu Lacombe, Global Integrated Marketing & Communication Director, Groupe Bel. 

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