Framework for Positive Marketing Behaviours
Top marketers have an appetite for even more policy input on key issues such as sustainability, risk management and reputation.
The World Federation of Advertisers (WFA) recently launched the Framework for Positive Marketing Behaviours, a model to help foster collaboration and enable marketers to better manage risk and opportunity in a polarised world.
Designed to assist help marketing teams identify opportunities and manage risk on a number of critical issues. The goal is to help both functions deliver more systematic collaboration and ensure greater alignment.
The model framework includes sections on key topics like environmental sustainability, DEI, brand purpose, responsible media governance, marketing to children and data ethics and privacy. Each section outlines why they matter, the risks and opportunities, what good looks like, based on case studies from leading companies, and relevant tools, guidelines and frameworks developed by WFA and its members. ANZA members can read it here.