Building a better environment
for a better tomorrow
Review of the brief
How do we distinguish P&G as a leader in sustainability for the next generation of business leaders?
Drive participation
Engage and attract top talent
Foster affinity
Understanding our audience: Gen Z Employees
Only 18% believe that their employers are strongly committed to fighting climate change.
65% of business leaders feel pressure from Gen Z employees to take climate action.
The Bottom Line:
Gen Z employees are loyal to employers who share their values, and they’re not afraid to speak up for what they think is right.
Understanding our audience:
Gen Z Recruits
66% believe that communities are created by causes and interests.
Recruits are involved in communities that promote their causes using social media.
The Bottom Line:
Gen Z recruits are people driven, and they prioritize community. They want to maintain their social and active lifestyles.
Understanding our audience:
Gen Z Stakeholders
76% of are concerned about humanity’s impact on the planet.
50% of opinion leaders are heavy social media users.
⅓ of opinion leaders indicated their favorite social media service is Instagram.
The Bottom Line:
Gen Z stakeholders are highly motivated to make the world a better place. They want to see content that reflects their variety of interests.
Meet Gen Z
We truly understand our generation at its core.
Meet Emily
I’m a college student getting ready to graduate.
I want to work somewhere where I’ll feel like I belong.
I put a lot of thought into what I buy. I want to support companies that are sustainable.
I use social media to catch up with friends and family.
I support movements for social change.
How will Emily see P&G?
At P&G, we’re making meaningful contributions each day toward sustainable solutions.
We exist to improve consumers’ lives, one step at a time.
Despite worsening conditions, competitors are waiting to take action for the climate. They struggle with greenwashing, making promises for the future while failing to deliver in the present.
At P&G, we’re not waiting.
Gen Z understands that tomorrow isn’t promised. They’re taking action to be more sustainable - and they want companies like P&G to join them.
Not in a few weeks, or months, or years. Today.
“What are you doing for the climate right now?”
Trust doesn’t come easily. It’s built with hard work, piece by piece.
It means showing up every day. Even when it’s overwhelming. Even when it’s scary. Even when it means you’re the only one doing it - especially when it means you’re the only one doing it.
Because it’s all worth it, if it means you can be your best tomorrow. And the people who depend on you can wake up every morning knowing you’ll be there.
It’s the feeling that you can face whatever comes - and that your people will always be beside you.
It’s being here today, for tomorrow.
Here today, for tomorrow
It’s more than just you
Sustainability made simple
Prove it with progress
Plan on a Page
Purpose
Creative Platform
Story Pillars
Hero Idea
Hub Activations
Here today, for tomorrow
To be a leader in sustainability for the next generation
Focus on Recycling
It’s more than just you
Sustainability made simple
Prove it with progress
“For Tomorrow” Summit
#MoreThanABottle
America Recycling Day
Measurement and analytics to track progress and improve
Focus
on
Recycling
83%
of Gen Z took action in
the last year by recycling
It’s More Than Just You
100%
of P&G packaging will be reusable or recyclable by 2030
Recycling?
The Hot Topic
People are confused about recycling, and
they want to know how to do it correctly.
It’s More Than Just You
What’s
Gen Z’s
concern?
We value community!
We invest in our future.
We want to take action.
It’s More Than Just You
“For Tomorrow”
Summit
The Earth Day Event
April 22, 2023
SPEAKERS
Anitra Marsh (The Recycling Partnership)
Vice President, Global Sustainability,
Citizenship and Communications,
P&G Beauty
Diego Donoso (The Recycling Partnership)
President of Packaging & Specialty Plastics, Dow
Jhánneu Roberts
Instagram Influencer and Sustainability Expert
“For Tomorrow”
Summit
April 22, 2023
ACTIVITIES
Ecobrick demonstration from the Global EcoBrick Alliance
Eco-friendly catering and vendors
The Ecobrick
What’s an ecobrick? What is it used for?
How do we create it?
US Recycle Day on November 15, 2023
P&G will track the ecobrick submissions.
All bottles will be donated to Global Ecobrick Alliance to build a playground!
FIRST INTERACTION
2
3
4
5
6
Earned
Shared
Owned
Paid
Instagram posts
Influencer Engagement
Brand Ambassadors
Newsletters
Infographics
P&G Daily News
Sponsored Content
Social Media Ads
News Releases
Media Pitches
Media interviews
Backgrounder
Fact Sheet
Influencer relationships
Key Performance Indicators
Objective
Pillars
Integrated KPIs
Distinguish P&G as a leader in sustainability for the next generation of business leaders
Exposure
Engagement
Outcomes
Impact
Reach
Impressions
Likes
Comments
Shares
Change in recruitment
Changes in
Gen Z’s attitude toward P&G
Results
Awareness
Engagement
Identity
Talent Acquisition
Environmental Change
Long-term Impact
Step 1
Step 2
Step 3
What’s Next?
Experience the extraordinary results from a well-designed campaign
Lead the sustainability movement for Gen Z in the Consumer Packaged Goods industry
Hire us!
“Ecobricks for Play: P&G Challenges
Gen Z to Support Eco-Playground”
“P&G Turns Plastic Into Play”
“P&G employees contribute to sustainable playground made from ecobricks”
NOVEMBER 2023
Budget
Expense | Estimated Price |
Catering | $60,000 (est. $15 per person for 4,000 employees) |
Speaker: The Recycling Partnership | $10,000 |
Speaker: Global Ecobrick Alliance | $10,000 |
Speaker: Sustainability Influencer | $10,000 |
Influencer Partnerships (micro-influencers) | $10,000 |
PR box | $5,000 |
Social Media Content | $15,000 |
Media Kit | $30,000 |
Total | $150,000 |
We can make P&G a leader in sustainability for the next generation.
Let’s do it today. For tomorrow.
Thank you!
Do you have any questions?