Procter & Gamble Strengthens Corporate Commitment to Sustainability- from PR Newswire

Proctor & Gamble announced Friday they would work to increase sustainability targets and goals by 2012. This is all in an effort to reflect the company's "commitment to improving the environmental profile of P&G's products" as well as continue its work with Live, Learn and Thrive (TM), one of many ongoing social responsibility programs. P&G is one of many companies using 'sustainability' as its main business strategy, communicating a strong message of innovation and product improvement.

The company pledged its commitment to sustainable practices in 2007 when it outlined five key goals for the future. Recently, P&G revised these goals, setting a time line that continues until 2012. Some of P&G's revisedgoals are:

1. "Develop and market at least $50 billion in cumulative sales of 'sustainable innovation products' (SIP)"- products that have a significantly reduced (>10%) environmental footprint as opposed to former products. The company says that these new objectives "reflects a strenthened pipeline of initiatives."

2. Deliver 20% reduction in carbon dioxide emissions, energy consumption, water usage and disposed waste from P&G plants, leading to a total reduction over the decade of at least 50 percent. This figure used to be 10%, but P&G saw greater opportunities to reduce waste across all areas after further research.

3. "Enable 300 million children to Live, Learn and Thrive(TM) (LLT) and deliver three billion liters of clean water through P&G's Children's Safe Drinking Water (CSDW) program." This program is designed to better the lives of children around the globe, and P&G sees an opportunity to increase their reach in the next five years.

P&G has proved successful in delievering sustainable products that are at receptive price points, and they continue to build trust with their customers by centering their proudct development around sustainable practices. P&G is positioning itself to survive the current recession because of its focus on strategy rather than price, as well as smart decision-making that allows the company to waste less; meaning lower costs across all areas.

P&G was even recognized with the 2008/2009 Social Innovation Award for its work in shaping the new world of sustainable and socially responsible enterprise. They also recieved recognition in Corporate Responsibility Officer Magazine's 10th Annual 100 Best Corporate Citizens List(R), which ranks companies according to their environmental, climate change, human rights, philanthropic, employee relations, financial and governance practices. P&G ranked high on the list, recieving number 14 out of 100 companies. This is an impressive company, with one of the "strongest portfolios of trusted, quality, leadership brands" and whos brands touch billions each day. Strong companies like P&G are proof that American brands/business are strong and can innovate for the future.