Increasingly brands are turning to purpose as they realise that traditional marketing approaches are less and less effective among today’s consumers. Globally, 60 percent think that branded content is just clutter (Meaningful Brands 2017, Havas Media). Faced with seemingly endless product proliferation, they are choosing brands that offer more than just functional or emotional benefits. Instead, they are searching for a value proposition that makes a meaningful and authentic contribution to their lives and broader society.
Consumers are seeking brands that demonstrate a purpose that contributes to the creation of a better world.
It’s already been a busy year for Procter & Gamble – full of new milestones, goals and partnerships aimed at continuing to improve its products and operations along the entire value chain.
We caught up with P&G’s VP of Global Sustainability, Virginie Helias, ahead of her upcoming keynote at SB’17 Detroit, to hear the latest on the company’s progress on its multifaceted sustainability agenda.
A year after being suspended from the Roundtable on Sustainable Palm Oil (RSPO) and dropped by companies such as Unilever, Mars, Incorporated, Nestlé and Kellogg for clearing peatlands in Kalimantan, Indonesia, Malaysian palm oil producer IOI Group has announced plans to eliminate deforestation and exploitation throughout its supply chain.
Corporate social responsibility is stuck. When it emerged on the scene 20 years ago, businesses and other stakeholders had high expectations for what a focus on CSR could deliver. But the reality is that neither business nor society are on track to enable nine billion people to live well within the boundaries of the planet by 2050 - let alone 2030. There’s a lot at stake: Unless business collectively steps up to contribute substantively to embracing and achieving the Sustainable Development Goals, many business models will be at risk.
In its annual Environmental Responsibility Report, tech giant Apple has revealed ambitious new plans to develop a closed-loop model for its supply chain. To achieve this goal, the world’s second largest smartphone producer will focus on using only renewable resources and recycled materials and eliminating conflict materials from its value chain.
Following the announcement of its new store renovation initiative, CVS Pharmacy has revealed that it will be eliminating parabens, phthalates and the most prevalent formaldehyde donors in nearly 600 beauty and personal care products in its CVS Health, Beauty 360, Essence of Beauty and Blade lines. CVS Pharmacy will stop shipping store brand products that don’t meet these standards to distribution centers by the end of 2019.