Pampers has taken concrete actions with respect to ‘7 Acts for Good’ in the following areas: has kept innovating towards more sustainable diapering solutions to progress towards 30 per cent 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 per cent already in the past 3 years, with the same trusted dryness. Lead recycling 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 lives saved since 2006, said P&G in a press release.

The other area of Brand 2030 criteria is 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.

The Pampers Ambition is to give millions of babies the opportunity for happy healthy development, collaborating with healthcare professionals, parents and NGOs. “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.

“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.”

“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 reality.”

Sustainable Brands is the first worldwide community of innovation and sustainability brands and organisations. (PC)

Fibre2Fashion News Desk – India