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Marketing Climate Change to Consumers? Peter White P&G Global Sustainability
P&G Climate Strategy <ul><li>Reducing the footprint of our own operations </li></ul><ul><li>Helping Consumers reduce their...
<ul><li>Improving the environmental profile of our own operations.  </li></ul>Reducing our own footprint <ul><li>2007 – 20...
Reducing our own footprint <ul><li>Amiens Distribution Centre </li></ul><ul><li>Solar panels </li></ul><ul><li>Wind turbin...
<ul><li>Intermodal Transport in Western Europe </li></ul><ul><li>Redesigning supply network </li></ul><ul><li>Increasing r...
<ul><li>Progress so far </li></ul><ul><ul><li>Reductions since 2007 </li></ul></ul><ul><ul><ul><li>Energy -11% </li></ul><...
 
Helping Consumers Reduce their Emissions <ul><li>Develop energy saving products </li></ul><ul><li>Consumer education progr...
<ul><li>Ariel CoolClean and Tide Coldwater </li></ul><ul><li>If U.S. washed clothes in cold water </li></ul><ul><ul><li>Sa...
<ul><ul><li>Marked sustainability improvements </li></ul></ul><ul><ul><ul><ul><li>30-40% less energy and 50-60% less water...
Global solutions for Global problems
Getting consumers to change
Four Key Principles
IT MUST BE REAL Four Key Principles
Life Cycle Assessment
IT MUST BE REAL NO TRADE-OFFS Four Key Principles
In-depth Consumer Understanding
Benefit Led Sustainability Brilliant Cleaning at  low temperature … AND   Energy Savings …
EXPLAIN IT CLEARLY IT MUST BE REAL NO TRADE-OFFS Four Key Principles
 
NOT JUST YOU SAYING IT EXPLAIN IT CLEARLY IT MUST BE REAL NO TRADE-OFFS Four Key Principles
 
 
Are people turning to 30°? 30° and lower 40° and higher Ariel 28% 72% Others 13% 87%
Sustainable Innovation Products <ul><li>Goal for Sustainable Innovation </li></ul><ul><ul><li>Develop and market $50 bill ...
Future Friendly <ul><li>Future Friendly is a partnership initiative between P&G brands and leading sustainability experts ...
Future Friendly, Launched in 2007
Recognises individuals…
… . and Communities
3 rd  Future Friendly Awards  – Launched November 2009
 
Uncertainty in Carbon Footprints:  P&G detergent example
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CBI climate change forum: Peter White, Procter and Gamble global sustainability director

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Peter White, Procter and Gamble global sustainability director at the CBI's climate change forum. London, December 2009.

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CBI climate change forum: Peter White, Procter and Gamble global sustainability director

  1. 1. Marketing Climate Change to Consumers? Peter White P&G Global Sustainability
  2. 2. P&G Climate Strategy <ul><li>Reducing the footprint of our own operations </li></ul><ul><li>Helping Consumers reduce their footprint </li></ul><ul><li>Sustainable Innovation </li></ul>
  3. 3. <ul><li>Improving the environmental profile of our own operations. </li></ul>Reducing our own footprint <ul><li>2007 – 2012 Goal: </li></ul><ul><li>Additional 20% reduction (per unit production) in: </li></ul><ul><li>CO2 emissions, </li></ul><ul><li>Energy </li></ul><ul><li>Water </li></ul><ul><li>Disposed waste </li></ul>
  4. 4. Reducing our own footprint <ul><li>Amiens Distribution Centre </li></ul><ul><li>Solar panels </li></ul><ul><li>Wind turbine </li></ul><ul><li>Natural light /energy efficient lighting </li></ul><ul><li>Energy saving vehicles </li></ul>
  5. 5. <ul><li>Intermodal Transport in Western Europe </li></ul><ul><li>Redesigning supply network </li></ul><ul><li>Increasing rail transport from 10% to 30% in Western Europe by 2015 </li></ul>Reducing our own footprint
  6. 6. <ul><li>Progress so far </li></ul><ul><ul><li>Reductions since 2007 </li></ul></ul><ul><ul><ul><li>Energy -11% </li></ul></ul></ul><ul><ul><ul><li>CO2 -10% </li></ul></ul></ul><ul><ul><li>Reductions since 2002 </li></ul></ul><ul><ul><ul><li>Energy -48% </li></ul></ul></ul><ul><ul><ul><li>CO2 -52% </li></ul></ul></ul>Reducing our own footprint
  7. 8. Helping Consumers Reduce their Emissions <ul><li>Develop energy saving products </li></ul><ul><li>Consumer education programs </li></ul><ul><li>Set goal for Sustainable Innovation </li></ul><ul><ul><li>$50 bill in sales of Sustainable Innovation products by 2012 </li></ul></ul>
  8. 9. <ul><li>Ariel CoolClean and Tide Coldwater </li></ul><ul><li>If U.S. washed clothes in cold water </li></ul><ul><ul><li>Saves 3% domestic energy consumption </li></ul></ul><ul><ul><li>6% US Kyoto commitment </li></ul></ul><ul><li>Ariel Turn to 30 campaign </li></ul><ul><ul><li>Up to 40% energy saved per wash </li></ul></ul>Low Temperature Washing
  9. 10. <ul><ul><li>Marked sustainability improvements </li></ul></ul><ul><ul><ul><ul><li>30-40% less energy and 50-60% less water during manufacturing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Packaging reduced 14-45% versus previously available alternatives </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Half the number of trucks needed to transport </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Brilliant cleaning at 15C </li></ul></ul></ul></ul>Product Innovation – Ariel Excel Gel
  10. 11. Global solutions for Global problems
  11. 12. Getting consumers to change
  12. 13. Four Key Principles
  13. 14. IT MUST BE REAL Four Key Principles
  14. 15. Life Cycle Assessment
  15. 16. IT MUST BE REAL NO TRADE-OFFS Four Key Principles
  16. 17. In-depth Consumer Understanding
  17. 18. Benefit Led Sustainability Brilliant Cleaning at low temperature … AND Energy Savings …
  18. 19. EXPLAIN IT CLEARLY IT MUST BE REAL NO TRADE-OFFS Four Key Principles
  19. 21. NOT JUST YOU SAYING IT EXPLAIN IT CLEARLY IT MUST BE REAL NO TRADE-OFFS Four Key Principles
  20. 24. Are people turning to 30°? 30° and lower 40° and higher Ariel 28% 72% Others 13% 87%
  21. 25. Sustainable Innovation Products <ul><li>Goal for Sustainable Innovation </li></ul><ul><ul><li>Develop and market $50 bill in sales of Sustainable Innovation products by 2012 </li></ul></ul><ul><li>Progress so far: </li></ul><ul><ul><li>$ Bill 13.1 from 2007 - 9 </li></ul></ul>
  22. 26. Future Friendly <ul><li>Future Friendly is a partnership initiative between P&G brands and leading sustainability experts to help educate, inspire and enable consumers to do their bit for a more sustainable future. </li></ul><ul><li>Focus on energy, water and packaging reduction. </li></ul>
  23. 27. Future Friendly, Launched in 2007
  24. 28. Recognises individuals…
  25. 29. … . and Communities
  26. 30. 3 rd Future Friendly Awards – Launched November 2009
  27. 32. Uncertainty in Carbon Footprints: P&G detergent example

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