CHAPTER 13

Changing the Paradigm to Enable and Inspire Responsible Consumption

Virginie Helias

Vice President, Global Sustainability, Procter & Gamble

WHILE NEW SHARING AND SERVICE MODELS OFFER access with less waste, we are also beginning to see this kind of change within the CPG space. We know that lighter, cheaper, and more portable and affordable material alternatives have allowed manufacturers to break down barriers of cost for consumers. Having increased consumers’ access to affordable goods, companies now have the responsibility to innovate for the long term, even as the pressure to deliver profits—to grow—only mounts. SEE 13.1

To grow, brands often ask themselves, How do we drive more consumption? The answer has been simple: by defining ...

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