Brands expected to take a stand on social issues: P&G's Marc Pritchard at IAA Congress

Pritchard, Chief Brand Officer, Procter & Gamble spoke about ‘Leading Disruption to Drive Growth’ at the ongoing IAA World Congress in Kochi

marc pritchard

Marc Pritchard, Chief Brand Officer, Procter & Gamble spoke about “Leading Disruption to Drive Growth” at the ongoing IAA World Congress in Kochi. 
 

He began with an interesting proposition of ‘What if the brand could be the force for good and the force for growth’. Pritchard also emphasised on living the brand’s purpose and not just talk about it. He underlined the need for brands to align themselves with a purpose. 
 

Pritchard spoke about the three major problems facing the business diaspora — Gender Equality, Sustainability and Technology. “Gender equality gaps are more pronounced for women with colour, the LGBT category and those with physical challenges. In the advertisement industry, 29 per cent of women are still inaccurately or negatively portrayed. People expect more from brands and they want the brand to take a stand on social issues. Nine out of 10 consumers want brands to live with their values; they want brands to take a stand.”
 

According to Pritchard, when it comes to sustainability there is a stark difference between what people say and do. He added that 67 per cent of the population talks about sustainability but only 30 per cent of them actually act on it. “Sustainable goals are good for the growth of the brands. Advertising affects our language and can improve the society by promoting gender equality. Brands are still portraying women inaccurately or negatively and we have to eliminate this stereotype to change attitudes and drive growth.”  
 

Pritchard also underlined that brands can help in driving sustainable behaviour by making products that could sensitise people about it. He also spoke about how P&G has been doing its bit.
 

“I urge to reduce, renew and recycle water, energy and waste. It will be nice if all brands can come together. My call to action for all brands is to join to achieve this,” Pritchard added.
 

In his address, Pritchard also spoke about how digital has impacted advertising. “Digital has changed the face of advertising. E-commerce is growing and new brands are bypassing media networks. The pervasive data, analytics and tech is changing everything. Things like block chain, AR, VR and AI are affecting all aspects of daily life. I would like to pivot and use tech to go beyond, reinvent and see if brands can use cutting edge tech to improve everyday life.”
 

He also highlighted the need for security and privacy in a market environment which driven by technology. “We have to be careful of unbridled growth and of tech security and privacy. We should unite as an industry and set the standard for ethical use of machine learning. My call for action is to put standard policies in place so that tech is used for good,” Pritchard concluded. 

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