P&G has released its first ever Citizenship Report, providing fresh insight into the company’s corporate culture and attitudes towards equality in the workplace.
The Cincinnati-based conglomerate has released a Sustainability Report since 1999, but this year decided to expand the scope of the document to cover other CSR values it upholds.
On the topic of diversity, the report explained that P&G aspires to be as diverse as the people who use its products.
William Gipson, Chief Diversity Officer, wrote: “We are trying to solve problems for consumers that no one has solved before. This requires leveraging diversity and inclusion — being respectful of everyone and valuing different backgrounds, cultures, working and thinking styles, passions, and points of view.”
Tackling gender bias
This outlook on diversity spills over into gender equality too, with P&G admitting that through its brands “we often find insights rooted in gender bias”.
The report read: “Through the voice of our brands, we can bring these gender biases to light in campaigns that spark conversations to change perceptions and bring about change.”
P&G is the world’s largest advertiser and said it takes the responsibility seriously, using its position as a vehicle for change.
Through the voice of our brands, we can bring these gender biases to light in campaigns
The #LikeAGirl campaign, which ran for P&G’s Always brand, has already been seen to help shift perceptions around women and their abilities.
According to the report, a survey conducted on consumers after the campaign found that 76% see the phrase ‘like a girl’ as a positive expression, compared with just 19% before the campaign began in 2013.
It also referenced P&G’s recent SK-II #ChangeDestiny campaign, which ran in China. The campaign featured a short film, Marriage Market Takeover, which confronted the traditions and beliefs around marriage in the country.
Greener than ever
Of course, environmental impact was high on P&G’s agenda still, and the company shared some of its short and long-term goals in its latest report. By 2020, P&G aims to reduce energy by 20% per unit of production and ensure plants are powered by 30% renewable energy.
It also hopes to implement palm oil commitments, something that recent revelations by Amnesty International would likely have an impact on.
P&G did note in the report that it does not use a “large amount” of palm oil, but does use byproduct palm kernel.
It stated: “We are committed to ensuring that our sourcing of palm oil, palm kernel oil and derivatives does not contribute to deforestation and respects the rights of workers and indigenous peoples.”
In packaging, P&G hopes to ensure that 90% of its product packaging is recyclable or that programmes are in place to create the ability to recycle them.
