CINCINATTI: The world's biggest advertiser, Procter & Gamble, has espoused the cause of environmentalism and is planning to make its products kinder to the planet.

The consumer goods titan has announced a minimum $20 billion (€13.8bn; £9.7bn) sales target for greener products over the next five years. P&G says these goods will have 10% less environmental impact than their predecessors.

The move is a significant one that aims positively to increase greener sales, in addition to reducing waste and energy consumption.

Says head of global brands, Sue Arnold: "We have to develop environmentally sustainable products that delight the consumer - they want us to deliver the same great products at the same great prices."

The company, which notched $76bn in sales last fiscal year, says it will "incorporate sustainability into our products, packaging and operations".

It plans to move its liquid detergent market in the US to double concentrate formula, which could account for more than $15bn of its environmentally friendly sales target.

P&G is also seeking a 10% decrease in its waste and energy and water consumption by 2012, which it claims will lead to a 30% reduction over the decade.

Data sourced from Financial Times online; additional content by WARC staff