In an interview with the Guardian, McDonald said that when it comes to changing consumer behaviour, “the issue is not the size of the advertising budget but the insights”.

“We need to help them see how [sustainability issues] impacts them personally,” he said. “We have to find ways of having better products that perform well and help the environment at the same time.”

McDonald reckons P&G’s size – $84bn in revenue with a $2bn annual R&D budget and almost $500m in consumer research spending – gives it a “tremendous capability” to make a difference.

But it won’t be easy. He points to internal research which suggests that only around 15% of people are prepared to make any trade-off to get products that are focused on sustainability.

Read the full article at Guardian.co.uk.