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P&G Accelerates Commitment to Women’s Economic Empowerment with #ChooseEqual Campaign

Procter & Gamble (P&G) to invest $10 billion in women-owned and women-led businesses by 2025 to advance women’s economic empowerment. P&G partners with Promundo, UN Women, WEConnect International, Women’s Forum for the Economy & Society and more to enable gender equality at home, at work and in society. P&G is participating in the Generation Equality Forum, joining private and public sector leaders and civil society organizations to announce ambitious investments and new policies to accelerate progress toward gender equality.

Procter & Gamble continues to #ChooseEqual with new actions to accelerate progress towards gender equality and women’s economic empowerment at home, at work and in society. As part of this expansion of their work, P&G will spend $10 billion with women-owned and women-led businesses by 2025. P&G has worked for decades to advance women’s economic empowerment throughout its global value chain. These new actions signal the next step in that journey. The company’s ambition over time is to grow investment with these women-owned and led businesses to 10 percent of P&G’s purchasing dollars – 10 times the industry average1.

Proven champions of women’s economic empowerment

To drive meaningful action at scale, P&G is partnering with several organizations to accelerate progress and drive change toward gender equality. These organizations include UN Women, the Women’s Forum for the Economy & Society and more. Together with their global, regional and local partners, P&G is supporting capability building of women entrepreneurs; further developing the tools, definitions and infrastructure needed; and driving collaboration across companies and industries to join in and advance these efforts.

“At P&G, our focus on gender equality is foundational and integrated into our business,” said Carolyn Tastad, Group President – North America and Executive Sponsor – Gender Equality. “We cannot allow the challenges of the past year to be a setback for gender equality. Instead, we need to step forward to invest and to actively choose equal. These commitments will create meaningful impact to advance gender equality around the world.”

On a mission to shatter barriers

For years, P&G has worked to help change deeply held gender biases. Such biases often reinforce many of the greatest barriers to women’s economic empowerment and general progress. Changing mindsets around the role of men and boys at home is particularly important. As part of this effort, P&G and its brands are tackling the “chore gap,”. This is the disproportionate amount of unpaid care and domestic work done by women in most homes.

P&G also recently announced a three-year partnership with Promundo. Promundo is a global leader in advancing gender equality and preventing violence. It engages men and boys in partnership with women, girls and individuals of all gender identities. P&G and its brands will leverage their expertise and significant voice in advertising and media to shift the narrative around men’s caregiving and domestic work.

In partnership with Promundo and in collaboration with others, P&G will also advocate for and support working families. It will champion equality-based policies and programs that enable all genders to play an equal role at home while still enjoying a full and rewarding career. Last year, P&G established a global minimum standard for paid parental leave. This allows all parents to equally share the delight of bringing a new child into their home in the 70+ countries where P&G operates. Learn more about Promundo’s 2021 State of the World’s Fathers Report.

Promoting girls’ access to sports

Additionally, ahead of this year’s Olympic and Paralympic Games in Tokyo, P&G and its brands will highlight the stories, experiences and inspirational accomplishments of a diverse and intersectional collection of women athletes through new company and brand campaigns including P&G’s “Your Goodness is your Greatness” film and “Good is Gold” series, the Always “#KeepHerPlaying” and “Fuel Her Future” campaigns along with the upcoming Secret deodorant “Just #WatchMe” initiative.

P&G, Always/Whisper, and Secret are committed to the accurate portrayal of women and girls in sports. They will support organizations such as Sported UKWomen in Sports FoundationYMCA and others. These organizations provide access to sports programs for girls around the world. P&G and its brands will continue to champion the accurate portrayal of female athletes on and off the field.

Accelerating gender equality and women’s economic empowerment

This week, P&G joins public and private sector leaders at the Generation Equality Forum. The forum is a global gathering for gender equality. It is convened by UN Women and co-hosted by the French and Mexican governments. The multi-day forum will take place in Paris, France but will also be held virtually. It will set in a motion a series of concrete, ambitious and transformative actions for immediate and irreversible progress towards gender equality. Change makers of all ages and genders from all over the world will come together. The goal is to tackle the unfinished business of empowering women and join efforts to contribute to this historic moment. You can learn more about the UN Generation Equality Forum here.


About P&G

P&G aspires to build a world free from gender bias with an equal voice, equal opportunity and equal representation for all individuals. Through their powerful voice in advertising, P&G brand campaigns like Always #LikeAGirl, Olay #FaceAnything, and Secret #AllStrengthNoSweat are sparking conversations that motivate change. P&G is helping remove barriers to education for girls and economic opportunities for women. It is also creating an inclusive, gender-equal environment inside P&G — and advocating for gender-equal workplaces beyond P&G — where everyone can contribute to their full potential. Please visit for the latest news and information about P&G and its brands.

About P&G’s 2,021 Acts of Good in 2021

At P&G, fostering equality and inclusion, supporting our communities and protecting the planet is embedded in how we do business. We believe we have a responsibility to make the world better — through the products we create and the positive impact our brands and Company can have. Under our Lead with Love campaign, P&G and its brands like Always and Secret have committed to 2,021 acts of good this year. In the U.S., consumers can do even more through P&G Good Everyday, a new consumer rewards program that helps turn everyday actions into acts of good. Each activity on the website earns points that can be redeemed for rewards; as consumers report their own acts of good, P&G makes donations to causes consumers care about.

Read about the gender pay gap that no one is paying attention to.

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