Positive Marketing Behaviours
Managing Risk and Opportunity in a Precarious and Polarised World
WFA Framework for Positive Marketing Behaviours
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WFA's Framework for Positive Marketing Behaviours offers marketers a comprehensive and systematic approach to identifying opportunities and managing risk by mapping across 10 key issue areas:
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Download framework - Why the issue matters: To the CMO, business, and current socio-economic environment
- What marketers need to do: The guiding principles and a suggestion of policies brands can implement based on best-in-class use cases from the world’s top brands.
- Tools: Practical frameworks, guidelines and materials developed by WFA and global brand leaders.
This framework is an invaluable tool to help brands benchmark themselves against best industry practices to manage risk and identify opportunities in the spirit of building stronger, more resilient brands.
Bridging the gap between marketing and policy
Marketers and policy leaders at some of the world’s largest companies are looking for closer collaboration as they seek to tackle complex issues in an increasingly challenging marketing environment, according to new WFA research due to be released at WFA’s Global Marketer Week in Toronto.
In May 2024, WFA research Bridging the Gap found that there’s an appetite from both marketing and policy functions for greater collaboration in key areas such as environmental sustainability, reputation and risk management, brand purpose and responsible marketing.
In response to the demand for more effective collaboration between these two business functions, the WFA lauched its model Framework for Positive Marketing Behaviours at Global Marketer Week in Toronto.
Designed to assist help marketing teams identify opportunities and manage risk on a number of critical issues and with the ambition to help both functions deliver more systematic collaboration and ensure greater alignment.