Procter & Gamble is
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,
—Marc Pritchard, Chief Brand Officer
Promoting Equality Locally and Globally
- Since 2007, P&G has spent more than $2 billion dollars annually with diverse-owned businesses and partners with WEConnect International to provide training for women entrepreneurs.
- As a founding corporate partner of LeanIn.org, P&G hosts “Lean In Circles” around the world. So far, more than 4,000 women have participated.
- P&G partners with Catalyst to offer MARC, a program that engages men in gender equality.
- As a Foundation Partner of the LEAD Network, P&G joined forces with other corporations to actively attract, retain, and advance women in the retail and consumer goods industry in Europe.
Leveraging Advertising & Communications For Equality
In 2018, P&G required that its ad agencies interview at least one female director for each new advertising project. The same year it also hosted the SheIsEqual summit with Global Citizen to advocate for the expansion of education, funding, and other opportunities to boost the number of women in media, marketing, and technology.
Below are some examples of the outstanding ways Procter & Gamble uses media and advertising to help tackle bias and motivate change:
Always produced “Like a Girl”, one of the most successful commercials of all time. Directed by 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.