Virginie Helias - RBC Pro: "Changes in the company is the management of an elephant"

She has worked at Procter & Gamble for over 30 years. She started in 1988 as an assistant brand manager for the company's products. She has been involved in sustainable development issues since 2011. Prior to that, from 2003 to 2011, she was the marketing DIRECTOR of one of the company's products - Ariel washing powder - in Western Europe. Procter & Gamble took the position of Director of Sustainable Development in 2016 - this position was then created in the company for the first time. In addition to sustainable development and brand management, she focuses on leadership development and change management. Certified business coach. Lives in Geneva.

- When companies start talking about their sustainability programs, about how they are fighting for environmental protection, there is always a suspicion that this is all insincere. Why do companies even do this? Looking to improve your image? Trying to attract consumers and investors?

- The answer is very simple - business cannot flourish on a dead planet where society is in a state of decline. If that's not a convincing argument, then what is? But I sense in your question that someone might be suspicious, including our clients. it is known, for example, that 34% of people in the world do not trust the statements of companies about their commitment to sustainable development. It still says something. Our task is to innovate and convey our position to consumers, justify it. That is why all our sustainability projects start with science. First, we identify where it is possible to make a noticeable contribution, and create something new there. For example, it is known that when washing in a washing machine, 60% of the carbon footprint is associated with water temperature. Therefore, a product was developed for washing, which washes clothes better in cold water. Ariel launched the "Every Degree Matters" campaign. That is, first science, then the product, then communication with consumers so that they can switch to responsible consumption.