Leading P&G Brands Including Pampers, Ariel and Herbal Essences Expand Leadership in Responsible Consumption
24 Abril 2019 - 3:00AM
Business Wire
The Procter & Gamble Company (NYSE:PG) today detailed the
roadmap and actions its leadership brands are taking to increase
positive impact on society and the environment through its “Brand
2030” criteria. Today at the Sustainable Brands Paris conference,
senior Company officials presented a forward-looking framework,
including innovation strategies that will inspire and enable
responsible consumption for the five billion consumers served by
P&G each day. P&G leading brands including Pampers®, Ariel®
and Herbal Essences® are progressing in adopting this framework
with actions and commitments that will 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.
- 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.
Examples of how P&G leading brands are already adopting the
criteria through articulating their ambitions and implementing
plans include:
The Ariel Ambition is to re-invent a better clean to
consume 50% 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% plastic packaging by 2025. In
addition, Ariel is using its voice to help shape a future of equals
through campaigns like “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, transparently explaining their 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 beach plastic bottles in its largest
market, the US.
The Pampers Ambition is to give millions of babies the
opportunity for happy healthy development, collaborating with
healthcare professionals, parents and NGOs. As part of P&G’s
Brand 2030 Fundamentals, Pampers is introducing its ‘7 Acts for
Good’ including the following concrete actions: Keep innovating
towards more sustainable diapering solutions to progress towards
30% 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%2 already in
the past 3 years, with the same trusted dryness. Lead recycling3
for diapers and wipes and committing to 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, Chief Executive Officer of Sustainable Brands.
“We engaged with several external stakeholders to help craft the
criteria,” said Virginie Helias, P&G Chief Sustainability
Officer. “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. 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.”
About P&G’s Approach to Citizenship
The Company’s corporate Citizenship programs support the United
Nations’ Sustainable Development Goals and focus on Ethics and
Corporate Responsibility, Environmental Sustainability, Community
Impact, Gender Equality and Diversity and Inclusion. The Brand 2030
criteria are requirements for individual brands that are in
addition to the corporate programs. For more information on
P&G’s Citizenship efforts, read P&G’s 2018 Citizenship
Report here.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide.
Please visit http://www.pg.com for the latest news and
information about P&G and its brands.
About Sustainable Brands Paris
Sustainable Brands is the first worldwide community of
innovation and sustainability brands and organizations. The world’s
most influential brand in CSR arrives in France for the first time
April 23 to 25, 2019. The conference includes a disruptive format
to reinvent brand commitment and open new perspectives.
1 Vs. a typical disposable diaper2 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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P&G Media Contacts:Becky EastH&K Strategies+44
7785 990159Becky.East@hkstrategies.com
Eleni PapadimitriouP&G
Communications+41792077166papadimitriou.e@pg.com
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