Sustainable Consumption of Procter and Gamble

Running head: SUSTAINABLE CONSUMPTION OF PROCTER AND GAMBLE
Sustainable Consumption of Procter and Gamble
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1SUSTAINABLE CONSUMPTION OF PROCTER AND GAMBLE
Table of Contents
Introduction..........................................................................................................................2
Theoretical Positions...........................................................................................................2
Stakeholders Approach in P & G’s Sustainability...........................................................2
Theoretical Frameworks......................................................................................................4
Three Pillars of Sustainability.........................................................................................4
Kuznets Sustainability Curve..........................................................................................7
Role of Government............................................................................................................9
Responsible Marketing of P & G Company......................................................................10
Comparison with Other Companies in the Industry..........................................................10
Conclusion.........................................................................................................................13
References..........................................................................................................................14

2SUSTAINABLE CONSUMPTION OF PROCTER AND GAMBLE
Introduction
Procter and Gamble is positioned as a company that develops diverse products and its
motive is to attain consumer demand. The company has branches in more than 70 nations and its
environmental science department has an exceptional function in making sure that the products
are safe for the consumers to use (Boboc, Ariciu and Ion2015). Environmental safety is an
internal part of quality that the company builds within all its products. The objective of this
report is to analyze the sustainable consumption of Procter and Gamble along with comparing
the company with its major competitor that is Unilever. The paper will also analyses the role of
government whether it is an enabler or barrier in motivating the sustainability strategies of the
company. The report will also focus on analyzing the health care product segment of the
company along with carrying out Kuznets’s curve approach in evaluating company’s sustainable
position.
Theoretical Positions
Stakeholders Approach in P & G’s Sustainability
Stakeholders of Procter and Gamble have provided numerous opinions about evaluating
the health care product segment of the company (Cervanteset al.2015). It was gathered, the
employees declared that the company made several important decisions regarding the ways in
which it deals with purchasing and procurement of various raw materials and components. They
also stated that one of the major decisions that changed the sustainability consumption of P & G
Company is its implementation of “Supplier Environmental Sustainability Scorecard”. Such
sustainability scorecard was the precursor to greater sustainable consumption initiative that had

3SUSTAINABLE CONSUMPTION OF PROCTER AND GAMBLE
an objective of encouraging suppliers to improve its sustainable position. The investors of P & G
reported that it develops and sells “sustainable innovation products” that significantly facilitates
in decreasing environmental population (Chang and Slaubaugh 2016). In the year 2007, the
company replaced the packaging of its health care products with double concentrated formula.
This has facilitated the company in saving the use of its packaging materials along with
decreasing wastes. As perf the sustainability report of P & G, the management of the company
reported about its sustainable operations to all its investors. It was mentioned in the report that
the company established “sustainable development team” within the offices (Chang and
Slaubaugh2016). By means of “green recycling box”, the company recycled more than 4800 kgs.
of waste paper that is exchanged for set of new paper pieces. It is also gathered that power
consumption of the company decreased by 10% that saves 17 million kwh. Moreover, in certain
distribution centers and factories, the company also installed solar power along with rainwater
processing device for decreasing energy consumption. The consumers of the company reported
that P & G offers programs that promotes healthy behavior of people that can prevent illness
along wit enhancing confidence of people those are in need (Epstein, Buhovac and Yuthas 2015).
All the health and beauty care brands of this company have developed programs that offers
benefits to the brand in promoting consumer health and hygiene. The health care product
segments of P & G have initiated programs to enhance consumers wellbeing. UNICEF and
Pampers are working collaboratively to provide vaccinations to children and women all through
the world from “Maternal and neonatal status tetanus (MNT)”. Consumer survey about the
company’s health care product ranges revealed that P &G offers everyday essentials that can
facilitate in developing experience of the families those are not capable to afford them or are
displaced (Fitzpatrick, Hickey, Schischke and Maher 2014). Health care brands pf P & G