UN's 17 sustainable development goals (aka 'Goals to transform our world') as a framework for action.
Announced recently at the World Economic Forum at Davos is an initiative from P&G that hopefully will have some impact on goals:
3. Good health and well-being
12. Responsible consumption and production
14. Life below water
... and maybe a few more besides.
Now, yes, it's 'up to 25%' and, yes, it's only going to be available in a limited run in France, and, yes, P&G haven't got the cleanest slate in other areas of responsible production (record on animal testing), but I do think this is a great step in the direction 'part of the solution instead of part of the problem.' Hats off to P&G (which I can happily do if I use Head & Shoulders.)
Using beach plastic has also inspired adidas, who are co-operating with the organisation Parley for the Oceans to produce trainers using the recycled waste from the seas and beaches.
And, while P&G are claiming their 'first', there's a small but great brand who have been doing this for a while - Method.
If I was working at Method, I'd have a slight sly smile on my face about all P&G's ta-raaing about their Head & Shoulders bottle. Imitation is the sincerest form of flattery.