A global study by Gillette found that men are taking environmental concerns more seriously, as a result of COVID-19. And the company raises the bar for itself with the launch of its Sustainability 2030 goals.
Today, Gillette released new data revealing that more than half of men globally (59 percent) are more engaged in sustainability efforts as a result of COVID-19.
“Gillette’s mission is to provide men with the best possible grooming products in a way that also protects the future of the world around us,” said Alessandra Dolfini, Global SVP at Gillette. “The new data reveals that this unprecedented time has deepened men’s commitment to preserving the planet for the next generation — and through Gillette’s ongoing sustainability journey, we hope to make a positive difference today, tomorrow and long into the future.”
Gillette has long positioned itself as a brand that understands and empowers men — as exemplified by its long-running tagline, “The best a man can get.” The brand faced widespread backlash in 2019, however, when its “We Believe” ad called out a range of negative behaviors associated with toxic masculinity and asked, “Is this the best a man can get?”
But who remembers that in a year like this? Once again, COVID proves to be a great unifier — apparently helping to shift men’s attitudes around the value of preserving our resources for the future.
The global survey, conducted in 11 countries, revealed that more than half (54 percent) of men aged 18-50 care about sustainability now more than ever — with leading drivers being long-term considerations:
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Not sure where, or whether, to start on your company's social purpose? After learning from dozens who have done it, you'll understand how defining a clear social purpose can benefit organizations of all sizes and shapes, in any industry.- Most consider sustainability to be more important to future generations (66 percent) rather than people today (34 percent), their own personal future (64 percent) rather than their life right now (36 percent), and the global economy (69 percent) rather than their community’s businesses (31 percent).
- Men prioritize advancing environmental issues with more visible outcomes — including access to clean water, ocean conservation, recycling and wildlife protection; over less tangible challenges, such as reducing carbon footprints and supply chain efficiency. In addition, more than half of men (58 percent) say plastic waste in the environment is a very important issue to them.
- Use 100 percent renewable electricity
- Reduce greenhouse gas emissions for manufacturing by 50 percent
- Reduce water consumption per production by 35 percent and reduce absolute virgin plastic by 50 percent
- Provide 100 percent transparency about its ingredients
- Responsibly source animal-, plant- and mineral-derived materials, backed by supporting credentials (e.g. FSC)
- Maintain zero waste to landfill status across its global network of plants
- Use 100 percent recyclable packaging by 2030 with significant progress made by 2023. In Addition, the company will increase post-consumer recycled content in its offerings
- Inspire men to feel empowered and confident in all aspects of their lives, and continually work to drive change so that all men can look, feel and be their best.