Procter and Gamble (P&G) Mission and Vision Statement and LikeAGirl Campaign

Organizational Missions and Visions
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Organizational Missions and Visions
Introduction
Every organization wants to leave an imprint in the minds of customers, potential customers, shareholders, competition, and other stakeholders. Attaining such a feat is not easy, and many companies spend years trying to develop strategies that will help them have a permanent residence in the minds of their target audience. One company that was able to attain such a feat and unite the world in its quest is Procter and Gamble or P&G. Through its Always brand, P&G was able to champion a campaign that echoed around the world. The campaign titled #LikeAGirl caught the attention of everyone and became a trending topic all over social media. The campaign aimed to demystify the notion that girls are inferior to boys and that for either gender, there is a unique way of doing and approaching things. The message was that doing things ‘like a girl’ does not mean one is weak. Weakness is not a product of one’s gender but a mindset, and the campaign was trying to broadcast this message. The campaign results were amazing because, as per the brand’s website, “94% always agree #LikeAGirl has encouraged girls to be more confident” (2014). Furthermore, the results revealed that “more girls now have a positive association with the phrase ‘Like a Girl’,” which was great feedback considering that the statement is often used to showcase girls’ limits. This campaign propelled the brand Always to greater heights, but does it align with the company’s mission, vision, and core values? Also, did it do justice to demystifying the notion that girls are weaker than boys? Provided herein is an analysis of the campaign against P&G’s vision, mission, core values, and an investigation into whether the company can be blamed for greenwashing or social washing.
Association with Mission and Vision/Alignment with Core Values
The mission and vision of a company serve as the anchoring reminder of what a company should be pursuing. Every strategy that a company adopts must be aligned with its vision and mission. Vidya (2015) warns that failure to align with a company’s vision and mission could lead to the loss of stakeholders. Therefore, there is a need to formulate vision and mission statements that agree with what an organization wishes to achieve, both in the short and long run.
The campaign by P&G’s brand, Always, strikes an indirect alignment with the company’s vision and mission. The company’s mission is “To provide branded products and services of superior quality and value that improve the lives of the world’s consumers” (P&G, 2021). Even though the campaign was to help girls break the stereotype of being the weaker gender, it aligns with the mission through its goal to improve the lives of girls and women who historically have been considered inferior to boys and men, respectively. Improving consumers’ lives is quite broad. However, this campaign does fit within the confines of the statement because it seeks to break down barriers and limitations against girls. With regard to the company&rsq...