Virginie Helias' official title is chief sustainability officer at Procter & Gamble, but internally she likes to refer to herself as the "chief agitator officer." It's an apt moniker, as it sends a strong message to P&G's 97,000 employees that the same-old same-old will not do when it comes to how the CPG giant practices sustainability.
"Historically, there's been a tendency to look at sustainability as compliance — we do what we are supposed to do because it's the right thing," Helias says. "But [at P&G], it's about agitation, in terms of getting people outside their comfort zone. It's about...