BEST PRACTICES SUSTAINABILITY
FAST FACTS
goal is to sell a cumulative $50 bil-
lion in sustainable innovation prod-
ucts between 2007 and 2012. Future
Friendly is one of the ways were
going to make that goal happen.”
Future Friendly has operated as
a multi-brand effort in the United
Kingdom and Canada since 2007, and
was introduced to U.S. consumers
during a pilot executed in Cedar
Rapids, Iowa, on Earth Day in April
2009. Results from the pilot and
extensive consumer research built a
strong case to take the initiative
nationwide in March 2010.
WATCH A FUTURE FRIENDLY INITIATIVE TV SPOT INITIATIVE IN ACTION
Strength in Numbers
To support the Future Friendly conservation education platform, P&G formed two
partnerships with leading organizations in
the environmental landscape — National
Geographic and Earth Day Network.
further supplemented by a full suite
of digital and social media engagement initiatives; a P&G employee
communications campaign; signature event sponsorships and more.
“Early results have been excellent,” says Perry. “People really
respond to the idea of practical conservation tips versus confusing discussions on this or that ingredient.”
Thus far, the Future Friendly
Facebook page boasts 43,000 fans and
growing. Plus, more than 16,000
retailers participated in the first wave
of in-store marketing.
This Fall, a second wave of the
initiative will expand its reach.
“We’re continuing to add products
and participating retailers,” says
Perry. “The fundamental Future
Friendly message will remain
unchanged: Mainstream consumers
can use the brands they love to save
water, save energy and reduce waste.
Little changes in behavior will add
up to a big difference to our planet.”
WORDS OF
WISDOM
“Be authentic in
everything you
say and do.”
—KIRK PERRY,
VICE PRESIDENT,
NORTH AMERICA,
P&G
Seal of Approval
<< Future Friendly Lineup • P&G’s Future Friendly program
brings together the power of trusted brands, like Tide, PUR and
Duracell, to help mainstream consumers live “greener” lifestyles.
