This week we continue our tour with P&G’s purpose-led brands. In particular, we will take a look at Gillette and Pantene on how they took a stand and started a global conversation around social issues.
Help men make a difference in their world.
Taking a stand
Gillette stirred up some controversy with their recent “We Believe” commercial, which touches on cultural issues as such sexual harassment and bullying. However, their social purpose campaigns have been around from a few years ago. In 2013 Gillette also launched a campaign and ad in India fighting the battle of gender equality.
Help women shine—both in the healthy, beautiful hair and in their lives.
From Philippines to the world
Pantene’s recent marketing efforts are quite intriguing. Pantene’s movement for gender equality in the workplace started abroad instead of from US/Europe.
Aiming to stay relevant, in 2013 Pantene Philippines focused on bringing its brand purpose to life. They launched a campaign called whip it.
The campaign sparked a movement that spread around the world and found Facebook COO Sheryl Sandberg as a supporter. Pantene in the US continues the movement evolving it into a global campaign under a new name #ShineStrong.
Wrapping things up
To conclude our P&G discussion, I want to touch on this quote back in 2016 from the brand director for Northern Europe of P&G.
Everybody has to look at how they can make purpose work for them. They need to make sure their purpose is simple, memorable and inspires consumers, employees, shareholders and stakeholders. If your purpose is something that people can relate to and engage with then you have a strong purpose. You then need to put it into practice.
And the big takeaway here is revisiting our purpose and confirming if it is simple, memorable, and inspiring.
One more thing…
Before I go, I have one more item to share with you. I’m sure you’ve heard of the Fortune 500, a list which ranks companies by revenue. However, isn’t it time for rankings and lists that also take consideration of other factors like the good we do for people and our planet? There are quite a few out there, but this one caught my eye last year.
Lists like the Fortune 500 have implied that success in business is based on maximizing revenue. By creating GameChangers 500 we are building aspiration for a new breed of organizations—organizations that define themselves as For-Benefit rather than For-Profit, and utilize business to not only make money but to also make the world a better place.
This article from Forbes covers the origin and methodology behind the list.