Reach, Representation, Relevance, and Resonance: the 4 Rs changing the game at Procter & Gamble for people of color.
Lela Coffey, Omar Goff, and Dr. Rolanda Wilkerson have each played pivotal roles in how Procter & Gamble implements the 4 Rs in its business framework. They each identified ways the brand fell short with communities of color and worked hard to address those flaws. By utilizing their resources, Coffey, Goff, and Wilkerson found avenues to uplift communities of color in a way that was also great for business.
Thanks to the efforts of these three incredible individuals, P&G developed product lines explicitly designed with the unique skin and haircare needs of people of color in mind. Their work has also led to P&G investing in communities of color by partnering with them in research and development, seeking out Black influencers, and supporting women and Black-owned media companies.
Coffey, Goff, and Wilkerson also strived to ensure P&G invested in communities of color beyond the reach of its products. Due to their interests and resilience in their respective fields, Coffey, Goff, and Wilkerson encouraged P&G to fulfill a pivotal role in supporting academic mentorship, women in STEM, and addressing how diversity is represented on screen.
Procter & Gamble is grateful for the hard work and dedication Coffey, Goff, and Wilkerson have exhibited and is committed to continuing expanding and diversifying its business and activism in a way that will elevate communities of color.