Always, the maker of feminine hygiene products owned by P&G, has a great culture change campaign under way: #LikeaGirl. You’ve probably seen it, since it’s logged over 28 million views. But if not, you can watch the video here and cheer for the tween and teen girls who realize how insidious the phrase has become. Run like a girl, throw like a girl, fight like a girl – what else “like a girl?” The phrase is meant to be a put down, and once the girls in this campaign realize it, they stand taller and truer to themselves.
According to AdAge Magazine, “Always dubbed the campaign a “social experiment” that comes on the heels of brand-sponsored research that found that 50% of girls lose confidence during puberty.”
This idea is not cause marketing, it’s advocacy. It fits under the broader P&G purpose-driven business umbrella. Here’s how P&G puts it:
Companies like P&G are a force in the world. Our market capitalization is greater than the GDP of many countries, and we market our products in more than 180 countries. With this stature comes both responsibility and opportunity. Our responsibility is to be an ethical corporate citizen—but our opportunity is something far greater, and is embodied in our Purpose Statement: We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.
Does that sound like your business? Plenty of smaller companies are mission driven, standing for a greater purpose, but either they aren’t realizing it or don’t know how to pull all the pieces together. To stay authentic an ethical business looks inside too, assuring responsible workplace standards, sourcing and more.
By the way, you may see that YouTube recommends #LikeaGirl viewers to check out this one by the science TV show Myth Busters – demonstrating that gals don’t throw any more poorly than the guys, leading the hosts to also ask views to stop using the phrase “throws like a girl” as an insult.