Companies with Deep-Connect value

P&G Aims at Transformation

Procter and Gamble undertakes a large number of activities which aim at transforming society in a progressive direction. Selected initiatives are summarized in this post.

The firm has broadened its objectives well beyond financial values. The goals in the Ambition 2030 enable and inspire positive impact on the environment and society while creating value for the firm and the consumer. Social and environmental responsibility is an integral component of every brand. P&G wants to be a force for good and a force for growth. The firm believes that the more it can integrate and build Citizenship into how it does business, the bigger the impact P&G can have on the people it serves, the communities where these people live and work and the broader world. In turn, this helps the firm to grow and build its business.

Broadly speaking, P&G is making meaningful connections in two ways. First, it works closely together with numerous business, not-for-profit and state organisations to raise the sustainability of its own operations. It also connects with such organisations to improve the sustainability balance of the suppliers and the end consumers of its products and packaging, which will have a far greater impact. Second, it has run numerous internal and external campaigns to address societal issues and steer towards a society where all can fully participate. For example, P&G aspires to a world which is free of gender bias. The marketing campaign #LikeAGirl challenges the demeaning stereotypes of ineffectual girls associated with this slogan, presenting images of resolute and forceful girls. The campaign #NOCOMPETITION showcases top female athletes who advocate eliminating toxic competition in beauty amongst women.

Such P&G marketing campaigns “sell themselves”, as it were, in the sense that the campaigns attract attention and are referenced and shown in other media by journalists, influencers and private individuals. For example, the advertisements “The Look”, “The Talk” and “The Choice” inspire people of all colors from around the world to take action against racism. The many articles and posts about the ads have raised their impact, stimulating a community of like-minded people who support an active engagement in anti-racism.

Initiatives which are more closely tied to the consumption of P&G products capture the minds of the targeted customers to change social behaviours for the better. For example, in Africa many girls who have entered puberty stay home from school on those days when they have their period due to shyness and insecurity. The Always brand of tampons ran a campaign to encourage confidence, a sense of personal care and self-security via use of the product. The rates of school absence among girls were lowered. In India, 70% of children believe it’s a woman’s responsibility to do the laundry. The Ariel brand of washing powder updated its #ShareTheLoad campaign with a new film that asks, “Isn’t it time we change the way we raise our sons and teach them what we teach our daughters?” Since the beginning of the campaign, the percentage of Indian men who think “household chores are a woman’s job” dropped from 79% to 52%.

P&G looks to grow by, among other things, a convergence in the methods of combating social issues. For example, 1.3 billion people in the world have some kind of disability. P&G implements overlapping methods to assist them in their everyday. Inclusive design is a technique in product development to ensure that products are accessible to as many people as possible, e.g. even those with arthritis can open the package and even those in a wheelchair can use the product. Training programs help disabled people to function in the workplace; more crucially, training programs are also developed to help those working with disabled people to understand how they can best behave to optimize the teamwork. P&G promotes the free Be My Eyes app, which brings sight to people with low or no vision. The app establishes a live video connection between the visually disabled and sighted volunteers. The volunteers can help with many everyday challenges, from checking expiry dates to finding lost items. 

For P&G, serving five billion people gives the brands the unique opportunity to delight consumers through superior product performance and spark conversations, influence attitudes, change behaviors and drive positive impact on society and the environment. The firm intends for each brand to define a commitment to help solve a societal challenge in which the brand is uniquely and meaningfully able to contribute.

Companies with Deep-Connect value

Deep-Connect value at Patagonia

Patagonia is one of the pioneers in Deep-Connect value building a new way of doing business. Regarding sustainability, Patagonia wants to give back more to the environment than it takes. Regarding customers, Patagonia wants them to gain more value for themselves in multiple contexts.

Patagonia offers primary value in Deep-Connect: The relation to the firm integrates the essence of the customer with the essence of multiple contexts to give meaning to the life of the customer : 
1.   Entrenched in Outdoor Activity: The materials and functional design of the clothes match and intensify the experience of the outdoor activity, giving greater depth to the person of the wearer and more meaning to the activity;
2.   “Stories We Wear”/”Better Than New”: Reciprocally reinforcing with the entrenchment, the private and own history of the wearer is written into the wear and tear of the highly durable clothes, adding personal value to them;
3.   Connoisseur of modern technology: Again linked with the entrenchment, the clothes are superb pieces of the latest design and technology. The customer feels connected to the future and sponsors modern technology Made in the USA; 
4.   Public/Private Environmental Statement: Patagonia’s stance to defend the environment is becoming well-known, and wearing the clothes is a private statement to the general public giving deeper meaning on the day;
5.   Responsible Operations: Reciprocally reinforcing with the environmental statement, the raw materials and production processes of Patagonia and its suppliers reduce the harmful impact on the environment while promoting worker rights and sound working conditions, giving the informed customer new meaning in consuming responsibly-produced clothes; and
6.   New Paradigm of Societal Transformation: Linking contexts 3 – 6, Patagonia is engaged in wider initiatives for the environment and responsible business, connecting its customers to a new paradigm transforming the economy, society and the environment.

Basics of Deep-Connect

What is Deep-Connect value?

Deep-Connect is a new and emerging dimension of value which represents a new paradigm in business, in which value is generated in multiple contexts. The multiple contexts include the natural environment and communities in which persons related to a company – customers, employees, business partners – are integrated. Companies practicing Deep-Connect value can save the environment and not ruin it.

In Deep-Connect, the relation to the company as customer, employee, business partner or investor integrates the essence of the person who is related to the company with the essence of multiple contexts to give meaning to the life of the person. For example, a regular attendee of yoga classes (a consumer to the company) gains value in the context of improving personal bodily fitness, meeting with friends, gaining a new perspective on inner thoughts, feeling re-vitalized for work, and being part of the global community of yoga practitioners. More abstractly, the multiple contexts within which Deep-Connect value is generated include the design, production, marketing and consumption of the products and services, the societal setting of the persons involved, the business setting of the economy, and the environmental setting of humankind. For example, Stella McCartney fashion and accessories connect up many facets of the complex modern woman in private and professional life, while the business runs on rigorous principles relating to ethics, social responsibility and the environment; unusual in the fashion world today.