The community of brand innovators who can integrate the environmental, economic, and social issues is growing. Several companies are undertaking disruptive formats to reinvent their brand commitment and build sustainable businesses.
And the recent-most company that is becoming future ready is Procter & Gamble (P&G). The Ohio-based consumer goods giant is preparing to facilitate responsible consumption of its products in various ways. The company has revealed its Brand 2030 agenda in Paris at the Sustainable Brands Conference 2019.
P&G has many blue-chip brands under its belt like Head & Shoulders, Tide, Ariel, Vicks, Olay, Ambi Pur, Pampers, among others. The company is reported to be serving five billion people each day.
The company has chalked out two components in its “Brand 2030” agenda – Brand ambition and Brand fundamentals – to push its products as the mascots of sustainable brands. It has released the plan for its ace baby-care product Pampers diapers, laundry product Ariel detergent, and its Hair-care range Herbal Essences.
How Brand ambition and Brand fundamental will work?
For “brand ambition”, a product line will make specific social or environmental commitments and will encourage consumers to contribute to it uniquely and meaningfully. For the second element “Brand fundamentals”, P&G will innovate across product and its packaging to support social and environmental sustainability.
P&G aims to re-invent a better detergent which would consume 50% less resources. It will also drive service and packaging innovation to reduce energy and water consumption. For the detergent’s “brand fundamentals”, the company will make the detergent packaging recyclable by 2022. It also aims to reduce 30% plastic packaging by 2025.
For a more gender diverse brand, the detergent will be marketed to support the idea of equal sharing of housekeeping tasks among men and women. The brand has successful ran a gender parity campaigns in France and India earlier.
Pampers’ will collaborate with healthcare professionals, parents and NGOs to give a healthy development opportunity to millions of babies. The brand will primarily encourage innovation in recycling efforts for diapers and wipes.
– Herbal Essence
Herbal Essences will encourage people to experience the positive power of nature and will ask them to support biodiversity for the benefit of the planet. The brand will also share comprehensive information about its ingredients and will aim to get recognised as a cruelty free brand by PETA.
Is P&G doing the trick right?
Brands must realize that real sustainability comes in many colors and not just in green. This means that the idea of sustainability goes beyond caring for the environment.
As said in the opening, it involves three aspects — environmental, economic and social — each of which must be considered for a complete sustainability strategy. With its emphasis on packaging, gender parity, development of children, and being animal-friendly, it seems the company has taken a thriving 360 degree view of sustainability.
The company’s efforts will also make it popular among millennials. There is an emerging pattern hinting that young people favor sustainable brands. They prefer to spend their money on brands that preach pro-social ideas, conduct sustainable manufacturing practices and swear by ethical standards.