CINCINNATI (AP) — The world's largest consumer products company is stepping up marketing of its environmental efforts and conservation education.
Procter & Gamble Co. said Monday it will launch a major multimedia "Future Friendly" campaign late this month. Beside TV and online ads, there will be new labeling for products in stores meant to save water, energy and waste.
The maker of Tide detergent, Pampers diapers and Gillette shavers has been introducing environment-minded products such as Tide Cold Water, which P&G says also helps consumers reduce the cost of running their washers by not having to heat up the water.
P&G, which will be offering coupons for highlighted products, says research shows that there is strong interest among consumers in things that have both environmental and economic benefits.
"These consumers don't want any perceived trade-offs in performance and price," Melanie Healey, P&G president for North America, said in a statement. "Instead, they want to purchase the brands they already know and trust and understand how using these products .... can help them lower their impact on the environment."
The Cincinnati-based company pledges to reach 50 million U.S. households with conservation information. P&G last year increased its overall sustainability goals, among major companies focusing more on environmental measures.
Retail giant Wal-Mart Stores Inc. recently announced that it wants suppliers to reduce 20 million metric tons of greenhouse gas emissions by the end of 2015. Wal-Mart has also been designing more energy-efficient stores and pursuing alternative fuels for its truck fleet.
