MRKGT

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University of Washington *

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FM105

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Business

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Apr 30, 2024

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docx

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Uploaded by AgentEchidna7357

Introduction: Procter & Gamble (P&G) is a consumer goods industry titan with a long history dating back to 1837, “when William Procter, a British candlemaker, and James Gamble, an Irish soapmaker, merged their businesses in Cincinnati” (Procter & Gamble Company, 2023). Since then, P&G has grown into a household name, delivering a wide range of products ranging from personal care basics to household cleaning chemicals. As of today, P&G's dedication to innovation and excellence is persistent as it strives to provide high-quality products to people around the world. Some companies that you may have heard of that are among its most well- known brands are Tide laundry detergent, Pampers diapers, Gillette razors, Crest toothpaste, and Olay skincare. My research will delve into the fabric of P&G as a business, evaluating its key corporate social responsibility efforts, investigating how it promotes its numerous CSR undertakings, and imagining the structure of a prospective new CSR venture. Procter & Gamble Corporate Social Responsibilities Procter & Gamble (P&G) has demonstrated a strong commitment to corporate social responsibility (CSR) by carrying out a number of programs that support social impact, community development, and sustainability. One well-known CSR project is the P&G Children's Safe Drinking Water Program, which was launched in 2004. As of right now, "P&G has provided more than 21 billion liters of clean water to people in need around the world" (CSDW, 2024). Under the program, P&G distributes water purification packets known as PUR to areas afflicted by natural disasters, humanitarian emergencies, and waterborne diseases. Through partnerships with humanitarian organizations and local governments, these packets reach those most affected, providing a vital resource where access to clean water is scarce. This campaign has shown to significantly benefit millions of individuals globally, particularly in developing regions where clean water accessibility is a pressing concern. The company started this CSR

project to address a major global health issue in line with its larger goal of improving people's quality of life everywhere. P&G has embarked on another significant CSR venture with its Ambition 2030 sustainability goals, announced in 2018. This program's vision outlines P&G's unwavering dedication to achieving a range of environmental and social goals by 2030. The company’s Ambition 2030 framework mainly “focuses on where the company can make the biggest positive difference – with its brands, supply chain, society and employees” (Desylva, 2018). These goals cover a wide range of targets, such as reducing greenhouse gas emissions, preserving water resources, reaching zero manufacturing waste that is dumped in landfills, and promoting inclusivity and diversity within the organization. P&G incorporates sustainable practices into its supply chain, operational framework, and product innovation initiatives in order to fulfill these goals. To speed up progress toward its sustainability standards, the company forms cooperative partnerships with stakeholders, devotes resources to research and development projects, and applies innovative solutions. Through the pursuit of Ambition 2030, P&G efforts to not only lessen its ecological footprint but also reinforce the resilience of its business model while making positive contributions to society at large. P&G has further demonstrated its unwavering commitment to promoting diversity, equity, and inclusion (DEI) both inside and outside of its own organization with its "Gender Equality is a Business Issue" campaign. The purpose of this CSR project, which was initiated in 2012, is to promote gender equality in the workplace and in society at large. As many of their products are designed specifically for women and girls, the company claims that "this focus makes sense for P&G" (P&G: Gender equality, 2023). P&G supports women's empowerment

through a range of initiatives, such as campaigns to reduce the gender pay gap, promote women in leadership and entrepreneurship, and back legislation that promotes equal opportunity for women. This showcases the company's dedication to advancing gender equality through a variety of initiatives, including the implementation of progressive corporate policies, the establishment of employee resource groups, forging strategic alliances with women-supporting organizations, and launching impactful advertising campaigns aimed at challenging enduring gender stereotypes. P&G's constant dedication to gender equality not only promotes a workplace culture that advocates inclusivity but also highlights the vital contribution of diversity in driving innovation and ensuring sustained business excellence. How P&G Promotes Its Different CSR Programs Procter & Gamble (P&G) uses a multifaceted approach to market its corporate social responsibility (CSR) initiatives, notably through strategic alliances with celebrities and nonprofits. For example, P&G works with well-known individuals and committed women's rights organizations to advance its Gender Equality Initiative. On June 4th, 2019, P&G and Merck announced the Deliver for Good Campaign Business Ally Network in partnership with civil society organizations. This was a “platform for private sector champions to work alongside leading civil society organizations and governments to drive solutions toward a more gender equal world” (The deliver for good campaign , 2019). By collaborating on campaigns and gaining public support, these alliances help P&G's efforts gain more traction and legitimacy. P&G connects with a variety of audiences who might be more open to the cause and increases the visibility of its CSR initiatives by forming alliances with well-known individuals and institutions. Furthermore, P&G frequently creates its own nonprofit organizations to organize particular CSR projects, such as the P&G Children's Safe Drinking Water Program. These

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platforms promote focused outreach, fundraising, and stakeholder engagement. By creating specialized organizations devoted to CSR, P&G shows its dedication to this responsibility and encourages confidence among stakeholders who value the company's hands-on approach to solving societal issues. Additionally, P&G uses a variety of media platforms, including blogs, commercials, and event sponsorships, to spread the word about its CSR initiatives. Marc Pritchard, the chief brand officer of the consumer goods company “urged advertisers to demand better quality of content and audience measurement from media outlets” (Steinberg, 2019). P&G continues to share powerful stories, showcases program accomplishments, and promotes employee and customer participation via traditional and digital media channels. This continuous communication builds a sense of shared responsibility among stakeholders, strengthens P&G's commitment to corporate social responsibility, and improves brand reputation. A New CSR Program That I Want To See From P&G A new CSR program that I believe P&G could consider launching a Mental Health and Well-being Initiative. A program like this could have a significant impact given the rising awareness of mental health issues that affect individuals from all walks of life. P&G could create a comprehensive program focused on educating the public, promoting mental health, and providing support to its communities and employees. This project could include a number of different factors, like putting in place employee assistance programs, giving managers mental health training, and making counseling services more accessible. P&G might also start public awareness campaigns to reduce the stigma associated with mental health conditions and encourage self-care behaviors. I think that by prioritizing mental health, P&G would address a

critical public health issue and improve employee wellbeing while also having a significant positive impact on society. Why I believe the new CSR initiative is important for this organization. I believe that the Mental Health and Well-being Initiative I proposed is important for Procter & Gamble (P&G) for many reasons. Firstly, maintaining the welfare of its employees is crucial to P&G's overall performance. Strong mental health support networks can help P&G foster an environment at work that prioritizes worker health and raises productivity and job satisfaction. Making mental health a priority is also a smart move when it comes to attracting and keeping talent. In the cutthroat job market of today, potential workers look for companies that value their well-being. P&G can attract top talent and develop a more engaged workforce, lower turnover rates, and foster loyalty by providing comprehensive mental health support. Additionally, P&G's Mental Health and Well-Being Initiative can benefit the communities it serves in addition to its employees. By collaborating with mental health organizations and launching public awareness initiatives, P&G can reduce the stigma associated with mental illness, expand accessibility to support services, and encourage mental wellness for everybody. To sum up, the suggested project corresponds with P&G's social responsibility pledges, business goals, and values. P&G can improve workplace culture, draw in talent, reduce risks, and have a positive impact on the wellbeing of both its employees and the community at large by placing a high priority on mental health.

References CSDW. (2024). P&G children’s Safe Drinking Water Program (CSDW) . P&G Children’s Safe Drinking Water Program (CSDW). https://csdw.org/ Deliverforgood. (2019, August 8). The deliver for good campaign welcomes P&G and Merck in its effort to advance gender equality . Women Deliver. https://deliverforgood.org/the-deliver-for-good-campaign-welcomes-pg-and-merck-in-its- effort-to-advance-gender-equality/ Desylva, J. (2018, November 13). P&G tackles clean water, gender equality and plastic waste in 2018 CSR report . P&G Tackles Clean Water, Gender Equality and Plastic Waste in 2018 CSR Report | Business Wire. https://www.businesswire.com/news/home/20181113005694/en/PG-Tackles-Clean-Water- Gender-Equality-and-Plastic-Waste-in-2018-CSR-Report P&G | Gender Equality. (2023). P&G: Gender equality . P&G | Gender Equality | 3BL Media. https://www.3blmedia.com/news/campaign/pg-gender-equality Procter & Gamble Company. (2023, March 14). Procter & Gamble Company . Encyclopædia Britannica. https://www.britannica.com/topic/Procter-and-Gamble- Company Steinberg, B. (2019, April 11). Procter & Gamble’s marketing chief calls for advertisers to demand higher quality from media . Variety. https://variety.com/2019/biz/news/procter- gamble-marc-pritchard-advertising-media-measurement-1203186722/

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