This week, the Procter & Gamble
Company detailed the
roadmap and actions its leading brands are taking to increase positive impact on
society and the environment through its “Ambition 2030”
criteria.
On Wednesday at SB’19
Paris conference, the
company presented a forward-looking framework, including innovation and
communication strategies that aim to inspire and enable responsible consumption
for the five billion consumers served by P&G each day. P&G brands including
Pampers®, Ariel® and Herbal Essences® are progressing in adopting
this framework with actions and commitments to help accelerate sustainable
lifestyles.
“Consumers are no longer willing to compromise performance for living
sustainably and they expect brands to take meaningful action in solving some of
the most complex challenges facing the world,” said Marc
Pritchard, P&G’s Chief Brand
Officer. “This is why P&G is focused on reinventing marketing, to use the reach
and voice of our brands as a force for good and a force for growth. We want our
brands to be growing and creating value while having a measurable, long-term,
positive impact on society and the environment.”
The Brand 2030 criteria are spread over two areas, each outlining concrete
actions brands can take to become a “force for good and force for growth”:
-
Brand Ambition — where brands place strategic social or environmental
commitments at the heart of their consumer experience, helping to address a
societal challenge where they can uniquely and meaningfully contribute.
-
The 50 Liter Home: Lessons from a multi-industry global collaboration
Join us as leaders from Electrolux and Procter & Gamble share insights and progress to date on ‘The 50 Liter Home’ — a partnership aimed at reducing water consumption in the home, while also generating awareness that leads to better lifestyle choices for sustainable water use — Wednesday, Oct. 16, at SB'24 San Diego.
Brand Fundamentals — where brands innovate across product and packaging,
leverage their voice to promote social and environmental sustainability and
are transparent about their ingredients and safety science while reducing
their supply chain impacts.
“We engaged with several external stakeholders to help craft the criteria. We
wanted to create criteria that would make
SDG12
tangible for brands, holding them accountable to drive progress towards taking
responsible consumption to the next level,” said Virginie
Helias, P&G’s Chief
Sustainability Officer. “With our brands, we are serving five billion people
worldwide, giving us the unique opportunity and responsibility to not only
delight people through superior product performance, but to also promote
conversations, influence attitudes, change behaviours and make sustainable
lifestyles at scale a global reality.”
Several of P&G’s leading brands are already adopting the criteria:
The Ariel Ambition is to re-invent a better clean to consume 50 percent less
resources in key impact areas such as energy and water by driving product,
service and packaging innovation. The Ariel Fundamentals include its latest
packaging commitments, as announced today, such as
striving to make all its packaging recyclable by 2022 and to reduce 30 percent
plastic packaging by 2025. In addition, Ariel is using its voice to help shape a
future of equals through campaigns such as “Partage des taches” in
France and
“Share the Load” in
India,
which support the idea of men and women equally sharing housekeeping tasks.
The Herbal Essences Ambition is to enable everyone to experience the
positive power of nature and to support biodiversity for the benefit of people
and the planet. Beyond this, Herbal Essences is leading the way in sharing
comprehensive information about
its ingredients, disclosing
its 4-step safety
process and
being recognized by PETA as a cruelty-free
brand. Herbal
Essences bio:renew is the first global hair care brand to have its
botanicals endorsed by the Royal Botanic Gardens,
Kew, a world leading
authority on plants. Herbal Essences is also leveraging its voice to promote the
launch of packaging designed to help the visually
impaired;
and following in the footsteps of Head &
Shoulders
to release beach plastic
bottles in the US, its largest
market.
The Pampers Ambition is to give millions of babies the opportunity for happy
healthy development, collaborating with healthcare professionals, parents and
NGOs. Pampers is introducing its ‘7 Acts for
Good,’
including the following concrete actions:
-
Keep innovating towards more sustainable diapering solutions to progress
towards 30 percent less1 diapering materials used per baby over their
diapering time.
-
By innovating and using more effective materials, the brand has reduced the
average weight of its diapers by 18 percent2 already in the past 3 years,
with the same trusted dryness.
-
Lead recycling for
diapers
and wipes and launch recycling facilities in 3 cities by 2021.
In partnership with UNICEF, Pampers has helped eliminate maternal and neonatal
tetanus in 24 countries. In March 2019, one more country – Chad — has now
eliminated this disease, resulting in an estimated 880,000 newborn lives4 saved
since 2006.
“The Brand 2030 criteria demonstrate leadership for brand leaders by defining
what it means for an individual brand to enable responsible consumption. They
ensure a thorough, long-term integration of meaningful and measurable social and
environmental impacts into the overall brand strategy and experience — versus a
singular brand-sponsored, cause-marketing initiative or activating just a slice
of the marketing mix,” said KoAnn Vikoren Skrzyniarz, CEO of Sustainable
Brands.
1 Vs. a typical disposable diaper
2 Vs. Pampers most sold diapers in 2016.
3 The recycling technology was invented by Fater, a JV of P&G and Angelini
(which makes Pampers in Italy).
4 Based on WHO and UNICEF estimated figures as of Feb 2019
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Sustainable Brands Staff
Published Apr 26, 2019 2pm EDT / 11am PDT / 7pm BST / 8pm CEST