• January 28, 2023

Procter & Gamble’s New Stakeholder

Remember when Procter & Gamble started teaching freedom-loving American razor consumers about their alleged “toxic masculinity”? It turns out that with an organization backed by the poisonous men who run the Chinese dictatorship, the company is closer than a Gillette shave.

Sharon Terlep, Tim Higgins, and Patience Haggin from the Journal report::

Procter & Gamble Co. participated in the testing of an advertising technique developed in China to collect iPhone data for targeted advertisements. This is intended to give companies a glimpse into Apple Inc.’s new privacy tools, according to those familiar with the matter. The company has partnered with dozens of Chinese trade groups and technology firms that are working with the government-sponsored China Advertising Association to develop the new technique that uses a technology called device fingerprinting. The advertising method known as CAID is tested via apps and collects iPhone user data in order to serve targeted ads.

David Taylor, CEO of P&G, was a keen supporter of the idea that instead of focusing on shareholders, a company like P&G should respond to a vaguely defined universe of “stakeholders” who are often not in the business involved. But even people interested in the fuzzy concept of “stakeholders” may not have realized how broad this universe could be. The journal reports more on the company’s work with the regime-backed organization in China:

P&G, whose involvement has not yet been reported, said in a statement that it is making contributions to the trade group that are in line with the company’s goal of finding ways to “deliver useful content that consumers want, in a way that prioritizes privacy, transparency, and consent. That means working with platforms and publishers – both directly and through our global advertising associations, ”it says. The company declined to provide additional details about the program, including whether it intends to use the technology.

Privacy, transparency and consent are not the first words that come to mind when thinking of markets monitored by the Chinese Communist Party. But instead of making broad generalizations about P & G’s motives, which can be as unfair as P & G’s. was taken Let us be fair and cautious consumers regarding US men when evaluating China business. This column does not believe Apple’s new privacy standards are necessarily the right approach and can simply be designed to be in line with the business model. Shareholders will still count in 2021!

As for Procter & Gamble, Mr. Taylor explained 2019 at a panel of the World Economic Forum in Davos, Switzerland:

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