P&G Sustainability Report 2020: Gamifying Sustainability in India
Introduction
In 2020, Procter & Gamble (P&G) continued its commitment to sustainability through innovative strategies that resonate deeply with local communities, particularly in India. A key focus was integrating gamification into sustainability initiatives to engage consumers, educators, and partners in achieving environmental and social goals. This report explores how P&G leveraged game-based solutions to drive behavioral change and amplify impact in India, aligning with global sustainability targets such as the UN Sustainable Development Goals (SDGs).
Key Sustainability Initiatives in India
Water Conservation & Sanitation
P&G partnered with NGOs and government programs to promote clean water access and sanitation. The P&G Shiksha initiative provided free hygiene kits to rural schools, supported by interactive games to teach children about water conservation.
Gamification Example: A mobile game called "Water Warriors", where players solved puzzles to reduce virtual water waste, earned real-world rewards (e.g., discounts on P&G products).
Plastic Waste Reduction
Launched P&G’s "Recycle Right" campaign to educate consumers on proper plastic disposal.
Gamification Example: A community-based recycling game "Green Quest", where households earned points for recycling, redeemable for solar lamps or school supplies.
Women Empowerment
Collaborated with Pratham to create "Beti Bachao, Beti Padhao" (Save Daughters, Educate Girls) through educational games.
Gamification Example: A storytelling game "Her Journey", empowering girls to make choices that improve their lives, linked to P&G scholarships.
Gamification in P&G’s Sustainability Strategy
Behavioral Change Framework
P&G used game mechanics (points, badges, leaderboards) to incentivize sustainable habits. For instance, "P&G’s Green Challenge" tracked consumer carbon footprints via a app, with top performers featured in local newspapers.
Technology Integration
Leveraged AI and SMS-based platforms to reach low-digitized populations. The "P&G e-Koool" app allowed users to earn rewards for participating in sustainability challenges.
Partnerships for Scale
Collaborated with Indian tech firms like * Flipkart* and Swiggy to embed sustainability games into e-commerce and food delivery platforms.
Impact and Outcomes (2020)
Engagement: 2.3 million users participated in gamified challenges, with a 40% increase in recycling rates in partner communities.
Education: 500,000 children improved their hygiene knowledge through Shiksha games.
Emissions: Reduced plastic waste by 15% in pilot regions via Recycle Right.
Challenges and Future Outlook
Digital Divide: Limited access to smartphones in rural areas required hybrid solutions (e.g., SMS reminders).
Scalability: Plans to expand Green Quest to 10 additional states in 2021.
SDG Alignment: Focused on SDG 6 (Clean Water), SDG 12 (Responsible Consumption), and SDG 5 (Gender Equality).
Conclusion
P&G’s 2020 sustainability efforts in India demonstrated that gamification is not just a tool for engagement but a catalyst for systemic change. By blending local insights with global innovation, P&G turned complex sustainability challenges into accessible, fun experiences. As the company moves forward, scaling these models while addressing barriers like infrastructure gaps will remain critical to achieving its “Future of Clean” vision.
Download the full report: P&G Sustainability 2020
Note: This report synthesizes P&G’s 2020 sustainability achievements in India, emphasizing gamification strategies. Data is based on internal metrics and public disclosures.
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