Stephen Delahunty
Nov 7, 2019

P&G's purpose challenge

182-year-old P&G may seem an unlikely force for corporate change, but senior marketer Allison Tummon Kamphuis says it is serious about sustainability, ethics and equality.

In the era of business 'purpose', it seems the old adage that any publicity is good publicity no longer rings true if it ever really did.

For the eternal cynics, 'woke-washing' a term famously coined by Unilever chief executive Alan Jope that refers to corporations adopting the veneer of progressive values for profit leaves some uncomfortable. For others, 'purpose' gives brands a chance to stand up for what they believe in, to challenge norms...

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