The Green Lantern: Kimberly-Clark’s Brand Story
This article originally posted on marketingmag.com
BY PETER ROPER
It’s the global FMCG giant with an image as squeaky clean as its customers’ bench tops and behinds. We go behind the scenes, and the big claims, to find out how sustainability is at the core of strategy at Kimberly-Clark, and learn that its Australian branch is lighting the way for the industry.
The Kimberly-Clark Corporation is more than 140 years old. One year away from its 90th anniversary in Australia, it can boast of being market leader in six of the eight categories it competes in, dominating against brands like Huggies, DryNites, Depend and Poise. With leadership shares in so many categories and segments, it’d be fair to say Kimberly-Clark has a very healthy business here, with iconic brands and multi-generational loyalty.
It’s also fair to say that the company has had a long journey in regards to sustainability. One hundred and forty years ago it started planting a tree for every one that it cut down, and these days the Kimberly-Clark Corporation is ranked as the third most ethical company, according to the Ethisphere List. Earlier this year, its supply chain work in Australia earned it recognition from the Banksia Foundation, winning the inaugural Federal Minister for a Cleaner Environment Award, awarded by Greg Hunt. It’s one of six awards the company has won over the last 18 months, making it the most awarded company for environmental practices in Australia.
On the eve of World Environment Day 2015, Kimberly- Clark Australia and New Zealand announced updates to the performance of its modern sustainability strategy, as well as its partnership with WWF Australia.
