Procter and Gamble: Diverse workforce accesses diverse clients

Competitive advantage is gained by accessing diverse customers through a diverse workforce, according to Procter & Gamble’s UK and Ireland HR director, Madalyn Brooks. The reason behind the success of its product choices are down to “diversity driving those insights that help us to get to where the consumers are”. Organisations need a diverse workforce to better understand a broad range of customer needs. Employing working mothers at Procter & Gamble had provided crucial insights into products like the Pampers brand and saved them money on setting up focus groups.
Procter & Gamble has also integrated diversity aspects into leadership competencies. These competencies include building diverse collaborative relationships, agility, and being in touch with the consumers and communities in which you live and work. Brooks also states that Procter & Gamble sought to have local people managing its disparate communities around the globe, explaining: “We need local management because we have to reflect our communities; that’s how you build community relations.”

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