How Procter & Gamble takes a stand for racial equality while building brands

Geoffrey Precourt

Procter & Gamble (P&G), the consumer-packaged goods giant, has been a champion of racial equality in its advertising while also driving growth.

Black Lives Matter

This article is part of an ongoing WARC series focused on educating brand marketers on diversity and activism, in light of the recent progressive steps made with the Black Lives Matter movement.

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“A lot of brands want to wade into the Black Lives Matter conversation,” according to Damon Jones, Procter & Gamble’s (P&G) chief communications officer, “but Black Lives Matter is not a catchphrase.

“It’s great to say that you’ve put ‘Black Lives Matter’ into your ads,” he said, but consumers may rightfully ask enterprises that are new to the diversity-and-inclusion agenda, “When did Black...

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