Page 2: Sustainable development
For Procter & Gamble (P&G), the goal of sustainable development is to ensure a better quality of life for everyone, both now and for generations to come. In making the case in favour of businesses adopting a policy of sustainable development, P&G has adopted a holistic approach. This means treating demand and supply as part of a system through which an organisation can improve people’s lives through what it does and how it does it.
P&G’s aim has been to contribute to sustainable development through its own activities. At the same time, the company’s approach to sustainability has enabled it to build a better business for itself that gives it a competitive advantage on a global scale. P&G’s approach has been to meet new and existing consumer demands through a responsible attitude towards methods of supply. The approach involves integrating three elements:
- environmental protection
- social responsibility
- economic development .
The inter-relationship of the three elements is best illustrated as a three-legged stool. This stool is stable and serves its intended purpose only for as long as all three legs are intact and functioning. Lose one leg and the stool collapses. The metaphor is clear. If a project that is dedicated to providing goods and services through economic development does not also take into account both environmental protection and social responsibility, then the opportunity for sustainable development is lost.