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Carlsberg Group Pledges to Use Its Marketing to Drive Climate Action  

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.

CarlsbergThe company has joined firms 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 program, becoming “the first brewer to set science-based targets to the more ambitious level of the Paris Climate Agreement.”

Since 2015, the company says, 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 focuses on four key areas:
1. Commit to being a champion for the global Race to Zero campaign, both internally and throughout their marketing supply chain
2. Scale the capability of marketing organizations to lead for climate action by providing the tools and guidance for marketers and agencies
3. Harness the power of their marketing communications to drive more sustainable consumer behaviors
4. Reinforce a trustworthy marketing environment, where sustainability claims can be easily substantiated so that consumers can trust the marketing messages they are presented with as they seek to align their own consumption with their values.

“The Planet Pledge targets are ambitious and very much in line with our own,” said Robbie Millar, VP Global Marketing at Carlsberg Group. “They recognize 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 behavior.”

Read the full release from the Carlsberg Group.

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