https://www.forbes.com/sites/afdhelaziz/2019/07/16/the-power-of-purpose-how-procter-and-gamble-is-becoming-a-force-for-good-a-force-for-growth-pt1/ >>I have told this story before; about twenty years ago, I was on a spiritual retreat with my family, my wife, Betsy, and our three young daughters who are all under the age of 10. And at the end of it, the guy who led it said, ‘I hope you know, the good you can do because you’re in business–and business will someday be the greatest force for good in the future. It won’t be the powers that be today it’ll be business’. And he said if you choose to do so, you can do a lot of good. And that was kind of the first blinding moment of clarity for me.” >>That moment led Pritchard to start by totally revamping the Cover Girl business he was working on to celebrate a much more diverse and inclusive notion of beauty (bringing on superstars such as Queen Latifah), as well as starting to realize the potential of using advertising as a medium to also change the cultural conversation. “Over time as I started working with our gender equality efforts here, I realized that we could truly use our voice in advertising as a force for good. Clearly on gender equality, and then over time, racial equality, which was when ‘The Talk’ came about and more recently ‘The Look’”.