If you would like to submit a solution, please go to the P&G Innovation Brief Response Form at http://bit.ly/2NneAEm to complete their form with the requested information, AND submit here and we'll try to to help you get status on your application.
Business Background:
For over 180 years, P&G has found small but meaningful ways to improve lives through our products. In today’s market, the world continues to change and so does the role of our brands in society. Consumers expect brands to meet performance expectations while also solving some of the social and environmental challenges facing our world. We want P&G Brands to be a force for change, and make social impact and sustainability an integral part of their strategy and consumer experience.
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.
Business Challenge / Needs Definition:
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. Some of the barriers to adopting new, behaviors include: too much effort/inconvenience, detachment from the issue, belief that their individual actions will not make an impact, product related barriers (performance/aesthetic tradeoffs/usage experience), or lack of trust in the brand as messenger.
How can P&G’s brands empower consumers to overcome these barriers and adopt and keep new behaviors effortlessly without any trade offs? How can we instill meaningful and lasting behavior change while consumers are using our products?
P&G is looking for new technology-enabled solutions, services and business models that incentivize and drive lasting behavior change. Specifically, we are looking for solutions that can help us deliver in 5 key areas:
Social Proof: When people learn or observe what others do, or have done in similar situations, their behavior is automatically influenced
Easy Steps: Very often people are overwhelmed by the social and environmental challenges facing the world and do not know what to do or where to start.
Reward: People are motivated by understanding “what is in it for me” and the feeling of reward they get from it.
Visibility: Particularly in the area of more sustainable lifestyles the impact of the desired behavior change is often not visible and therefore more difficult to understand.
Emotion: People remember and respond to incidents that trigger emotions. Positive emotions such as hope and pride are strong triggers.
Relevant technology domains may include, but are not limited to:
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.
Disclaimer: MIT Startup Exchange can make introductions that ideally provide open ended discussions in order to share mutual interests and potentially create common ground that incite the parties to collaborate. MIT Startup Exchange introductions may eventually lead to mutual partnerships, but that is not in any way guaranteed by MIT, MIT Corporate Relations, MIT Industrial Liaison Program (ILP) or MIT Startup Exchange, which takes no responsibility for these outcomes and no formal part in such discussions following our introduction. MIT Startup Exchange and its activities and events are not for purposes of soliciting investment or offering securities.