Bricleir | Making a Sustainable Lifestyle Effortless
Making a Sustainable Lifestyle Effortless
Procter & Gamble
Closed: Submissions closed on 2/4/2021
Program/Special Project initiative

Business Background
For over 180 years, P&G has found small but meaningful ways to improve lives through our products. We have built brands that people trust and love, enabled by a culture of innovation, accessibility and advanced technology. In today’s market, we recognize that consumers increasingly want brands that both meet their performance expectations and help solve some of
our world’s most complex social and environmental challenges. P&G is committed to ensuring that social impact and environmental sustainability are an integral part of what our brands
deliver and stand for. By the year 2030, P&G aims to have 100% of our lead brands empowering, enabling and inspiring responsible consumption, having a measurable, long-term positive impact on society and the environment. Individual P&G brands, such as Pantene, Oral-B, Tide/Ariel etc., want to partner to provide consumers with impactful solutions in their everyday product usage to live a more sustainable life.

Business Challenge:
We, as consumers, are on autopilot most of the time. In other words, 95% of the time we make good enough decisions that feel right, as fast as possible, with the least possible effort. Only 5% are conscious decisions and processing.

Often new or changes in behavior feel like a trade-off or require too much conscious processing. How can P&G’s brands empower consumers to effortlessly lead a more sustainable lifestyle without any trade offs (convenience, experience, performance, value)? How can we instill meaningful and lasting behavior change while consumers are using CPG products so living sustainably becomes a natural part of their daily life?

We are looking specifically for new technology-enabled solutions, services and business models that incentivize and drive behavior change and make it easy/fun/rewarding to adopt responsible consumption habits that stick. Some examples of changes in behavior include producing less waste, adopting better health/hygiene routines, using less water/energy, positively adding to the environment, etc. 

ROI expectations

Relevant technologies and services may include, but are not limited to:
• Personalized guidance, education and decision-making tools (using digital to help our consumers make sustainable choices)
• Gamification or rewards to incentivize sustainable behavior
• Smart home technology & devices that make it easier/measurable to live sustainably
• Behavioral change technology / cognitive behavioral therapy tools
• Wearable devices and digital advisors to track and coach on habit adoption
• New to the world Circular Economy Models – e.g., the next generation of product refill models, reusables, etc.
• In home recycling and waste elimination technology (examples include AI waste sorting, home composting machines, etc.)
• Interactive packaging (to deliver education, storytelling, rewards, etc.)

Areas out of scope for this brief:
• Sustainable packaging materials
• New ingredients and product formulations (e.g. Green chemistry)

The Ask:
If you have a solution to partner with us, please submit a summary of your solution, approach and/or technologies that can help empower responsible consumption. Please indicate how you would propose pilot testing your solution. We look forward to partnering with you. All ideas and submissions will be fully reviewed.

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Community Suggestions

Ireland Carter
10 months ago
This could be a good option for your ESG-focused portfolio solution.
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Ireland Carter
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