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P&G details sustainability roadmap for their leading brands

On the occasion of the Sustainable Brands Paris conference, the Procter & Gamble Company detailed the roadmap and actions its leadership brands are taking to increase positive impact on society and the environment through its “Brand 2030” criteria.

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.

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 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.

In the cosmetics field, for instance, 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 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.

© 2019 - Brazil Beauty News - www.brazilbeautynews.com

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