Marc Pritchard, P&G’s chief brand officer, discussed this subject at the Association of National Advertisers’ (ANA) 2018 Multicultural Marketing and Diversity Conference.
And he highlighted various marketing efforts from the company, including “The Talk”, an initiative that focused on the tough conversations black parents have with their children about the dangers of the prejudice they will face.
Its other activities have a broad scope, be it providing a once in a lifetime experience to an 11-year-old black girl who was sent home from school for wearing hair extensions, or working with BET, the TV network, to deepen its understanding of the black male audience.
“Why are we taking these actions? Because, as the world’s largest advertiser, we’ve made a commitment to use our voice as a force for good on important issues, like eliminating bias to promote equality,” said Pritchard. (For more, read WARC’s in-depth report: “The Talk” remains P&G’s very public (and very bold) anchor for multicultural equality.)
“But getting to this commitment has been a journey, [and] often a rocky one. And it’s not just the work of a few, but many at P&G who have used their influence to lead.
“Each of them has experienced his or her own personal journey compelling them to act, because they believe in equality … And they believe in what P&G brands, and the people of P&G, can do to help achieve [progress].”
As P&G’s chief brand officer, Pritchard has been able to lead by example through openly discussing his own Mexican heritage, and the ways it impacted his thinking and decisions over the course of his career.
“A leader sharing their personal journey can help start conversations by providing emotional safety for others. And it’s certainly an important time to have those conversations in a civil and respectful way to inform, build empathy, bring us together, and create a brighter future,” he told the ANA confab.
“Gaining conviction to step up and take the bold stand to speak out, weather criticism, double down, and continue to move forward is a culmination of many small but meaningful steps, with many more still ahead.”
For tips on how brand purpose can be effectively translated into meaningful action, read WARC's free-to-access paper, 2018 Effective Use of Brand Purpose Report: Lessons from the WARC Awards.
Sourced from WARC