The Australian Association of National Advertisers (AANA) has become the first Australian organisation to become a Planet Pledge partner.
Planet Pledge is an initiative, developed by the World Federation of Advertisers (WFA), that calls on brands to use their power and influence to help drive change to a more sustainable future.
The AANA joins 26 other advertiser associations across the globe that have committed to inspiring action on climate change.
Julie Flynn, AANA CEO, 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,” she said.
“Planet Pledge lays out practical ways CMOs can drive sustainability within their own organisation while contributing in a meaningful way globally,” she added.
“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 encourage partners to do the same and to help raise the bar in terms of knowledge on marketing and sustainability.
Signatories are also asked to make a commitment to work together to improve communications to make a positive difference by encouraging sustainable behaviour changes, and to build trust in communications and help consumers make sustainable choices with confidence.
Stephen Loerke, CEO of the WFA, said 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,” he 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,” he added.