Marc Pritchard, chief brand officer at Procter & Gamble, believes that brands can be tools for positive change because brands are ubiquitous, they touch people’s lives every day, often multiple times a day, and for greater impact the industry needs to step up and collaborate.

He was speaking at the IAA (International Advertising Association) World Congress held in Kochi, India.

Pritchard has worked with Procter & Gamble for the last 37 years and has been chief brand officer for the last five years. He believes in the power of brands to serve people through ethics and responsibility, community impact, diversity and inclusion, gender equality, and environmental sustainability.

He spoke about three key issues that the industry as a whole needs to focus on; issues on which, despite the ongoing rhetoric and good intentions, progress continues to be slow.

One, promoting gender equality. Pritchard emphasised that discrimination continues against women.