Procter & Gamble (P&G)’s top marketer Marc Pritchard recently described some of the profound ways in which the world’s biggest consumer goods company is embracing sustainability to transform its brands. As part of its Ambition 2030 plan, P&G has pledged to make all its packaging fully recyclable or reusable to use 100% renewable energy and have 0% net waste by the end of this decade. Working with the Brands for Good coalition, P&G seeks to use its $7 billion annual advertising spend to educate and inspire consumers to make sustainable lifestyles desirable.
P&G’s goals are ambitious and inspiring — and they also sound familiar these days. Sustainability is perhaps the most critical transformation program of our time and a priority topic on every CEO’s agenda. Customers, shareholders, and financial analysts are watching more closely than ever whether companies are implementing plans and achieving their promised goals.
We hear lots of companies announcing…
This article was written by Antonio Nieto-Rodriguez and originally published on hbr.org