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Leading P&G Brands Including Pampers, Ariel and Herbal Essences Expand Leadership in Responsible Consumption
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Leading P&G Brands Including Pampers, Ariel and Herbal Essences Expand Leadership in Responsible Consumption

PARIS–(BUSINESS WIRE)–The Procter & Gamble Company (NYSE:PG) today detailed the roadmap and
actions its leadership brands are taking to increase positive impact on
society and the environment through its “Brand
2030” criteria
. Today at the Sustainable Brands Paris conference,
senior Company officials presented a forward-looking framework,
including innovation strategies that will inspire and enable responsible
consumption for the five billion consumers served by P&G each day. 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.

“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.”

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

  • 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.

Examples of how P&G leading brands are already adopting the criteria
through articulating their ambitions and implementing plans include:

The Ariel Ambition is to re-invent a better clean to consume 50%
less resources in key impact areas such as energy and water by driving
product, service and packaging innovation. The Ariel Fundamentals
include its latest
packaging commitments, as announced today
, such as striving to make
all its packaging recyclable by 2022 and to reduce 30% plastic packaging
by 2025. In addition, Ariel is using its voice to help shape a future of
equals through campaigns like “Partage
des taches” in France
and “Share
the Load” in India
, which support the idea of men and women equally
sharing housekeeping tasks.

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 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% less1 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%2
already in the past 3 years, with the same trusted dryness. Lead
recycling3 for diapers and wipes and committing to launch
recycling facilities in 3 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 lives4
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,” 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

About P&G’s Approach to Citizenship

The Company’s corporate Citizenship programs support the United Nations’
Sustainable Development Goals and focus on Ethics and Corporate
Responsibility, Environmental Sustainability, Community Impact, Gender
Equality and Diversity and Inclusion. The Brand 2030 criteria are
requirements for individual brands that are in addition to the corporate
programs. For more information on P&G’s Citizenship efforts, read P&G’s
2018 Citizenship Report here.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit for
the latest news and information about P&G and its brands.

About Sustainable Brands Paris

Sustainable Brands is the first worldwide community of innovation and
sustainability brands and organizations. The world’s most influential
brand in CSR arrives in France for the first time April 23 to 25, 2019.
The conference includes a disruptive format to reinvent brand commitment
and open new perspectives.

1 Vs. a typical disposable diaper
2 Vs.
Pampers most sold diapers in 2016.
3 The recycling
technology was invented by Fater, a JV of P&G and Angelini (which makes
Pampers in Italy).
4 Based on WHO and UNICEF estimated
figures as of Feb 2019


P&G Media Contacts:
Becky East
H&K Strategies
7785 990159

Eleni Papadimitriou
P&G Communications

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