P&G: Doing good is good business
By David Holthaus • dholthaus@enquirer.com • April 24, 2009
Procter & Gamble has long had an active corporate giving program, but a refocusing of its charitable efforts now means that doing good has become good for business.
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The multinational company spends more than $100 million a year on charity under a program called Live, Learn and Thrive, its corporate-wide banner for giving that has consolidated its efforts on programs that benefit children globally.
The philanthropy is also a key ingredient in P&G's recipe for growing into a $175 billion company, largely by laying the groundwork for increasing sales in developing nations in Africa, Asia and elsewhere. Its large-scale programs, many targeted to poor nations in these continents, bring relief to some of the world's neediest people. But they also serve to open up new markets for P&G products, create new generations of consumers and build loyalty to its brands in nations where diapers, detergent and razors are not the common household items they are in the U.S.
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