“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,” says 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.
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% less 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% already in the past three years, with the same trusted dryness. Lead recycling for diapers and wipes and committing to launch recycling facilities in three 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 lives 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,” says KoAnn Vikoren Skrzyniarz, chief executive officer of Sustainable Brands.