Procter & Gamble aims to increase positive impact on society, environment via ´Brand 2030´

KUALA LUMPUR, April 24 (Bernama) -- The Procter & Gamble Company (P&G) has detailed the roadmap and actions of its leadership brands to increase positive impact on society and the environment via ‘Brand 2030’ criteria.

Senior company officials recently presented a forward-looking framework, including innovation strategies to inspire and enable responsible consumption for the five billion consumers served by P&G daily.

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.

The Brand 2030 criteria is spread over two areas, namely, Brand Ambition and Brand Fundamentals which each outlining concrete actions brands can take to become a ‘force for good and force for growth’.

Brand Ambition is 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.

On the other hand, Brand Fundamentals is 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.

“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 P&G chief brand officer, Marc Pritchard.

“This is why P&G is focused on re-inventing 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.”

-- BERNAMA