Green

P&G Targets green consumer

Proctor and Gamble recently introduced a “future friendly” campaign throughout the company’s brands, to educate consumers on how to be environmentally friendly. The new “green” pamper range initiated in September this year, marked the first step for P&G towards being a more environmentally responsible firm. The Pampers brand also pledged to provide four billion liters of clean drinking water to developing countries through the company’s “Children’s Safe water drinking program”.

The company states that the new range of eco-friendly products uses less waste, energy, shipping, and packaging. For instance, the company claims that due to their changes in packaging sizes they reduce their truck loads by 40,000 per year. The company’s new brands of products are targeted towards mainstream consumers who want to be more environmentally conscious. The introduction of the new eco ranges comes at a time where the company is faced with strong competition from companies such as Arm & Hammer, SC Johnson, Kimberly-Clark, and Clorox, which have introduced their own eco-friendly products.

The company’s late arrival into this particular product market is an indication that consumers are concerned about their imprint on the enviroment and they want to make a difference. P&G should keep in mind that this does not mean that consumers will purchase any product that claims to be eco-friendly. Eco conscious consumers tend to consider many aspects of a product before placing it in there shopping cart, for example consumer surveys revealed that consumers read product labels and browse the internet before purchasing a product.