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Gender Fair G

The Procter & Gamble Company is Gender Fair

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Some of P&G’s best performing brands have the most gender-equal campaigns.

It’s clear that promoting gender equality is not only a force for good, it’s a force for growth.

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#SeeHer

P&G is a member of #SeeHer, a coalition of advocacy partners working to increase accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020

A study by the initiative found that gender equal programming can improve brand trust by 10% and boost sales growth by 20%

Free the Bid

P&G pledges to require that its ad agencies interview at least one female director for each new advertising project

The company is committed to expand Free the Bid worldwide over the next three years

#SheIsEqual

P&G and Global Citizen will host SheIsEqual summit in September 2018 to advocate for the expansion of education, funding, and other opportunities to boost the number of women in media, marketing, and technology

“Like a Girl”

The P&G brand Always produced “Like a Girl”, one of the most successful commercials of all time

“Like a Girl” was directed by female documentary filmmaker Lauren Greenfield

The video changed the perception of the phrase so that 75% of people now believe it is positive as opposed to only 19% before

#WeSeeEqual

P&G launched their #WeSeeEqual campaign in 2017 to unite the entire company in its fight for gender equity

The centerpiece was a digital ad which portrayed men, women, boys, and girls defying gender stereotypes

AceMetrix ranking it 2017’s No. 1 ad focused on inclusiveness

My Black is Beautiful

P&G began the My Black is Beautiful campaign in 2006 “to spark a broader dialogue about black beauty”

In 2017, the company relaunched the initiative with the goal to celebrate cultural identity and start a conversation about racial bias

The video “The Talk’ deals with issues such as police discrimination, the n-word, and racial prejudice about beauty in the U.S.

#SeeHer

P&G is a member of #SeeHer, a coalition of advocacy partners working to increase accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020

A study by the initiative found that gender equal programming can improve brand trust by 10% and boost sales growth by 20%

Free the Bid

P&G pledges to require that its ad agencies interview at least one female director for each new advertising project

The company is committed to expand Free the Bid worldwide over the next three years

#SheIsEqual

P&G and Global Citizen will host SheIsEqual summit in September 2018 to advocate for the expansion of education, funding, and other opportunities to boost the number of women in media, marketing, and technology

“Like a Girl”

The P&G brand Always produced “Like a Girl”, one of the most successful commercials of all time

“Like a Girl” was directed by female documentary filmmaker Lauren Greenfield

The video changed the perception of the phrase so that 75% of people now believe it is positive as opposed to only 19% before

#WeSeeEqual

P&G launched their #WeSeeEqual campaign in 2017 to unite the entire company in its fight for gender equity

The centerpiece was a digital ad which portrayed men, women, boys, and girls defying gender stereotypes

AceMetrix ranked it 2017’s No. 1 ad focused on inclusiveness

My Black is Beautiful

P&G began the My Black is Beautiful campaign in 2006 “to spark a broader dialogue about black beauty”

In 2017, the company relaunched the initiative with the goal to celebrate cultural identity and start a conversation about racial bias

The video “The Talk" deals with issues such as police discrimination, the n-word, and racial prejudice about beauty in the U.S.

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P&G kicks off two new partnerships focused on female empowerment in advertising

  • P&G has partnered with Queen Latifah’s Queen Collective, which creates distribution for films produced by diverse female directors
  • P&G is sponsoring Katie Couric Media’s first web series, “Getting There,” will feature the stories of professionally successful women and will be produced through a partnership with the Skimm, a news media company that focuses on a female, millennial audience

P&G strives to close the gender pay gap

P&G proudly supports Lean In’s #20percentcounts campaign to close the gender pay gap. On equal pay day last year, they supported the campaign by offering 20 percent discounts on their goods.

Driving change globally

  • SK-II skincare brand challenged the pressure on Chinese women to marry
  • “Generation of Firsts” campaign celebrated Saudi women’s newfound freedoms
  • “Share the Load” campaign in India that urges men to help with laundry

“The landscape is changing dramatically. Brands like Procter & Gamble are looking for more effective ways to connect with consumers. Consumers are really smarter than ever, and I think they want to better understand the ethos of a brand and what they stand for.”

“Brands and companies have an important opportunity and a responsibility to make a difference. Doing so can be good for society and good for business.”

“We are, and want to be known as, a company that is governed responsibly and behaves ethically, that is open and transparent in its business dealings, that supports good causes and protects the environment, and that provides an appealing place to work where our employees are treated well and are given the opportunity to be all they can be.”