Carlsberg Group has signed the World Federation of Advertiser’s (WFA) Planet Pledge – a global commitment to making marketing teams a force for positive change both internally and by inspiring consumers to act.
We have joined corporate leaders like IKEA, PepsiCo, Tesco and Unilever, along with 22 national advertiser associations in signing the Pledge with the aim to find a clear role for marketing as a positive force for environmental change.
Carlsberg Group has set clear commitments to become a more sustainable business through its Together Towards ZERO programme, becoming the first brewer to set science-based targets to the more ambitious level of the Paris Climate Agreement. Since 2015, it has cut relative emissions from its breweries by 39%, introduced innovations such as Snap Pack to cut plastic packaging waste, and recently announced that it is delivering to customers in Switzerland through the country’s largest fleet of electric trucks.
The pledge builds on this, committing marketing leaders to take action to engage consumers and the supply chain, with a focus on four key areas:
Robbie Millar, VP Global Marketing at Carlsberg Group, said, “The Planet Pledge targets are ambitious and very much in line with our own. They recognise that success will require getting our consumers, customers and suppliers on board. In doing so, I truly believe in the power of effective marketing communication as a way of winning the hearts and minds of beer lovers everywhere and encouraging them to be more sustainable in their behaviour. By signing the pledge, we confirm our commitment to promoting sustainability through our actions globally.”
Over the past year, marketeers across the Carlsberg Group have already started using the brands to engage consumers on sustainability, including:
Simon Boas Hoffmeyer, Senior Director Sustainability, Carlsberg Group, commented: “We are facing a climate crisis, and brand owners like ourselves carry a great responsibility: to go beyond making our own operations sustainable, and use our brands to inspire millions of consumers to make more sustainable choices. This is a vital year for climate action, and this pledge is an important step to engaging many more people to act for the future of our planet.”
About the Carlsberg Group sustainability programme, Together Towards ZERO
Together Towards ZERO is the Carlsberg Group’s vision for a better tomorrow at a time of global challenges such as climate change, water scarcity and public health concerns. It consists of four ambitions: ZERO carbon footprint, ZERO water waste, ZERO irresponsible drinking and a ZERO accidents culture. Each of these is underpinned by individual measurable targets leading to 2022 and 2030. This includes science based targets for zero carbon emissions from its breweries by 2030. Since 2015, the Group has cut relative emissions from its breweries by 39%. Find out more at carlsberggroup.com/sustainability
About The World Federation of Advertisers (WFA)
The World Federation of Advertisers (WFA) makes champions more effective and sustainable marketing communications. It is the voice of marketers worldwide, representing 90% of global marketing communications spend – roughly US$900 billion per annum.
WFA connects the world's biggest brand owners and national advertiser associations in more than 60 markets, bringing together tens of thousands of brands at local level. Together, they create a global network which offers a unique source of leadership, expertise and inspiration. More information at www.wfanet.org