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P&G seeks green breakthroughs

Procter & Gamble, the FMCG giant, believes innovation will be essential to creating popular green brands, as shoppers do not accept "trade-offs" when buying eco-friendly products.

The firm is currently pursuing the long term target of ensuring that 70 percent of washing loads in the US use cold water. Already during the last 20 years, it has cut the amount of solid waste from diapers by 40 percent in America.

"Our purpose as a company is to improve the lives of the world’s consumers. We do that through our products. We do that through our operations. We do that through our philanthropy," Bob McDonald, P&G’s chief executive, told the Wall Street Journal.

(Source: Warc.com)