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    P&G Launches Campaign to Make Conservation More User Friendly

    Future Friendly platform designed to make trusted brands appeal to the "sustainable mainstream."

    By Don Longo, Convenience Store News

    NEW YORK -- The Procter & Gamble Co. (P&G) met with trade press here yesterday to announce the U.S. expansion of Future Friendly, an environmental responsibility and consumer education platform it first introduced at the 2009 Clinton Global Initiative.

    The platform, successfully tested in stores in Cedar Rapids, Iowa, last year, includes such brands as Tide, Pampers, PUR, Duracell, and others. The goal is to help mainstream consumers save water, energy and reduce waste. The program will show consumers how to use P&G products to achieve these savings. For example, nearly 80 percent of the energy used in the typical load of laundry is in heating water at the consumer's home. By washing in cold water with a detergent formulated for that application -- such as Tide Coldwater -- consumers can conserve energy and reduce energy bills. Produces like Tide Coldwater will carry a Future Friendly seal.

    Future Friendly products will begin to appeal on retailer shelves next month. The U.S. launch will be supported by a comprehensive marketing and public relations program. A television campaign will begin airing nationally the week of March 29. P&G's April edition of its popular brandSAVER newspaper supplement, delivered to 50 million households, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education. National Geographic is one of the early partners of the program.

    Future Friendly is not aimed at the die-hard environmentalists, or "dark greens," according P&G spokesman Glenn Williams, but these consumers only represent about 17 percent of total households, according to P&G research. Instead, Future Friendly is aimed at the almost 70 percent of households who are described as the "sustainable mainstream." These are consumers who are "somewhat" or "likely" to make a purchasing decision based on a product's sustainability, but still view price and performance as the most important product criteria. Future Friendly offers consumers the opportunity to make small improvements in conserving natural resources without sacrificing the price and performance of the brands they trust, said the spokesman.

    Among other findings from P&G's research, conducted by Ipsos Public Affairs, was the continued interest among most consumers to preserve the environment despite the recession. "The recession didn't kill the green movement," said Williams.

    Added Maurice Coffey, marketing director of Future Friendly: "We see a growing environmental consciousness among mainstream consumers. Through this newly expanded brand platform we will help remove the confusion and show consumers how simple choices can lead to meaningful results.

    By Don Longo, Convenience Store News
    • About Don Longo Don Longo is editorial director of EnsembleIQ's Convenience Store News, Convenience Store News for the Single Store Owner and Hispanic Retail 360 media brands. He has covered retailing for more than 30 years as a reporter, editor and publisher. Previously, he spearheaded the editorial efforts at a variety of business publications focused on mass, drug, grocery and specialty store retailing. Convenience Store News won American Business Media‚Äôs Jesse H. Neal Award for Best Issue of the Year in 2008 and 2012. Longo has won numerous other editorial awards over his career and is frequently quoted in the national and local news media on the subjects of retailing and consumer trends.
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