AANA becomes a Planet Pledge partner to promote sustainability among its members
The Australian Association of National Advertisers (AANA) has become the first Australian organisation to become a Planet Pledge partner, joining 26 other advertiser associations across the globe that have committed to inspiring action on climate change.
The initiative, developed by the World Federation of Advertisers, calls on brands to use their power and influence to help drive change to a more sustainable future.
AANA CEO, Julie Flynn said that the pledge aims to give a clear role for marketing as a positive force for environmental change.
“We are really excited to join forces with the WFA to promote the pledge to local advertisers and to encourage them to champion the global race to zero,” Flynn said.
“Planet Pledge lays out practical ways CMOs can drive sustainability within their own organisation while contributing in a meaningful way globally. We look forward to working with AANA members and other local advertisers to make marketing part of the solution to the climate change emergency.”
More than 26 global brands have already signed up to the pledge including Mondelez, Mars, Pepsico and Unilever.
Planet Pledge signatories make a commitment to:
- join, and champion, Race to Zero and to encourage your partners to do the same
- help raise the bar in terms of knowledge on marketing and sustainability
- work together to improve communications to make a positive difference by encouraging sustainable behaviour changes.
- build trust in our communications and helping our consumers make sustainable choices with confidence.
Stephen Loerke, CEO of the WFA says the marketing industry has an important role to play in the transition to net zero.
“Addressing climate change can seem complex but marketing teams have the skills to make it easier for everyone to understand how they can make a real difference,” Loerke said.
“Joining the WFA Planet Pledge is a serious statement of intent; we look forward to more brands signing up in the future and seeing how marketers can take the lead on addressing the world’s most pressing challenge.”
Environmental claims made by advertisements have been a topic of discussion, with the AANA flagging a consultations of the AANA Environmental Claims Code.
In November last year, AANA’s director of policy and regulatory affairs Megan McEwin told Mumbrella: “We are constantly monitoring and promoting all our Codes. Our focus at the moment is obviously on the new F&B Code however we recently led a webinar for industry on waste and recycling with waste expert Mike Ritchie of MRA Consulting Group and are keeping a close eye on Community Panel decisions, any guidance from the Australian Competition and Consumer Commission (ACCC) on environmental claims as well as developments overseas including the ICC’s revised Framework for Responsible Environmental Marketing Communications.”
Frequently Asked Questions
Why has AANA joined the Planet Pledge?
AANA has joined the Planet Pledge as a partner to provide leadership and galvanise support for our marketing community to become part of the solution to address sustainability within their companies and facilitate change. AANA is committed to championing the Planet Pledge and sustainability by encouraging local brand owners to become signatories to the Pledge.
Who has joined the Planet Pledge in Australia?
AANA has members who are global members via the WFA such as Mars, Unilever, Pepsico and Mondelez. AANA’s intent is to engage with all brand owners, whether they are members or not, to become signatories to the Pledge.
What is the Planet Pledge?
The Planet Pledge is a framework commitment for brand owners to help make marketing part of the solution to the climate emergency. There are four commitments:
1. To join, and champion, Race to Zero and to encourage your partners to do the same.
2. To help raise the bar in terms of knowledge on marketing and sustainability.
3. To work together to improve our communications to make a positive difference by encouraging sustainable behaviour changes.
4. To build trust in our communications and helping our consumers make sustainable choices with confidence.
What is Race To Zero?
Race To Zero (RTZ) is a global campaign to get support from businesses, cities, regions and investors to reach net zero in the 2040s (or sooner) or by 2050s latest. It is an umbrella initiative which incorporates many other initiatives designed to achieve the same goals – for example B-Corp, Business Ambition for 1.5. More information here.
How do we know who is part of Race To Zero?
There are various sources for this including:
• from the UN here (search by qualifying initiative e.g. B Corp);
• from science-based targets i.e. Business Ambition for 1.5, one of the biggest initiatives in Race To Zero, here (search by market or company).
How much does it cost?
There is no cost in signing up to the Pledge.
How will you measure progress?
Each of the four commitments has a metric associated with it which the World Federation of Advertisers’ will report against on an annual basis. The key metric, however, is the number of brand owners (and their partners) who commit to Race To Zero.
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topics
AANA
Australian Association of National Advertisers
Julie Flynn
Planet Pledge
sustainability
WFA
World Federation of Advertisers
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