P&G, one of the largest consumer goods companies in the world, takes on the role of articulating #RacismoZero, a program designed and developed by Universidade Zumbi dos Palmares as a way to deconstruct, even eliminate, manifestations of racial hatred and intolerance within the environments of consumption.
According to research by the Locomotiva Institute, 71% of the black population (black and brown) claim to have seen black people being discriminated against in commercial establishments such as stores, malls and supermarkets; 69% of the black people interviewed have already been followed by security guards in stores, a number that rises to 76% when dealing only with black people. And, according to PROCON, 65% of self-declared black people claim to have already suffered discrimination.
Based on alarming numbers like these and the view that only effective policies and actions will be able to generate transformations in our society, #RacismoZero emerges pointing out the parallel between the E (Environmental, environmental in Portuguese) and the S (Social) of the ESG: while greenhouse gas emissions degrade living conditions in the On the planet, broadcasts of hate and racial intolerance attack the humanity of black people due to their color, subjecting them to precarious conditions even when it comes to spending their money.
André Felicíssimo, President of P&G Brazil, says:
“P&G’s purpose is to improve people’s lives, and we do this through our products, which are present in 9 out of 10 Brazilian homes. This is a major role, which is why we have the commitment, today and in the future, and the responsibility to act in the fight against racism in all social environments, as well as in retail and consumption, places where Brazilians find our brands and products . This is a necessary journey, with significant impacts for society as a whole and also for the business chain. After all, the purpose is as important as the service. So we want to see the transformation soon so everyone can be free to live safely anywhere.”
The action of #RacismoZero begins with the understanding that racism is present in the structure of our society, making it necessary to offer tools so that each person is able to understand to act.
José Vicente, rector of the Zumbi dos Palmares University, explains:
“#RacismoZero is a joint construction, a condition to be achieved and which demands everyone’s adherence. And how is that possible? First, it is necessary to recognize that racism exists and is part of our culture, our language, shaping actions that attack black or brown people in their dignity, in their identity. Given the first step, it is necessary to act, and not only to correct your own way of thinking, but also not accepting the racist posture of anyone. This is the change that the program seeks to insert in Brazilian society: The Awakening of the Anti-Racist Attitude.”
Complementing the pillars of #RacismZero, the program works for qualify, identify and promote Safe Environments – companies and establishments that place respect for ethnic-racial diversity as the basis of their relationship policy -, and also offer reception for victims through the Acolhe.blackthe world’s first platform for free psychosocial care, legal support and psychological support operated by teams of black professionals.
The articulation of the program with the trade becomes part of P&G Racial 360, which promotes initiatives focused on generating real and lasting changes to solve the structural racism present in the country, focusing on four fronts: the brands through representation and campaigns, the employees with recruitment and education activities, such as P&G para Você, the community through donations and the recent Cria da Quebrada project. Learn more about P&G’s racial equity commitment initiatives.
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