By CultureBanx Team

Black and Latino consumer connection fuels P&G brand performance across beauty, grooming, and home care

P&G’s inclusive campaigns and supplier equity programs boost loyalty and investor value

Procter & Gamble (PG -1.32%) isn’t just marketing to Black and Latino consumers, it’s building with them. The world’s largest consumer goods company is deepening its cultural playbook, with inclusive campaigns and supplier equity spending that’s as authentic as it is effective.

Why This Matters: In its fiscal Q4 2025, P&G reported a 2% organic sales growth, with brands like My Black is Beautiful, Olay, and Gillette Latino outperforming in high-growth multicultural markets.

Black and Latino consumers over-index in key product categories like hair care, shaving, and laundry. Yet they have been historically underserved, and P&G is changing that, integrating culture at every level: brand, supply chain, and community investment.

A 2024 Nielsen report found Black households spend 18% more on grooming and beauty than the national average, and Latino households lead in household care purchases per capita.

Inclusive Campaigns

P&G’s viral short films like “The Talk,” “The Look,” and “The Name” have generated millions of views and earned Cannes Lions for authenticity. “The Name” spotlighted the microaggressions Latino Americans face when their names are mispronounced or anglicized and celebrated their cultural significance.

Meanwhile, My Black is Beautiful, launched in 2006, has evolved into a full-scale beauty line and cultural platform, addressing colorism, natural hair journeys, and wellness. Its partnership with CVS and Walmart helped double shelf space in 2024.

Supplier Brand Equity

P&G significantly increased its global spending target with diverse-owned and women-led business from a previous figure of $3 billion to $5 billion annually by 2030. This spending includes logistics firms, creative agencies, and packaging companies. In 2025, the company increased spending with Black-owned media by 30% YoY.

“For more than 40 years, the company has had a progressive supplier diversity strategy, resulting in more than $2B per year of spend with diverse suppliers every year since 2008,” said Ana Elena Marziano, Chief Purchasing Officer to Procurement Mag.

The P&G Supplier Diversity program helps ensure that the dollars generated by multicultural consumers are reinvested into their communities. The company recently launched a Latino Entrepreneur Accelerator in partnership with the U.S. Hispanic Chamber of Commerce.

Financials Tides

P&G’s brands continue to dominate in high-loyalty categories like detergent (Tide, Gain), oral care (Oral-B), and hair care (Pantene, Head & Shoulders). The company’s stock has outperformed the S&P 500 in the first half of 2025, thanks in part to its inclusive consumer base and stable global outlook.

Its grooming sector, anchored by Gillette, has seen growth in Latino-dominant markets like Texas, Florida, and California, where bicultural campaigns led to an 11% sales lift year-over-year.

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