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Leading P&G Brands Expand Leadership in Responsible Consumption

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The Procter & Gamble Company has detailed the roadmap and actions its leadership brands are taking to increase positive impact on society and the environment through its “Brand 2030” criteria.

At the Sustainable Brands Paris conference, senior company officials presented a forward-looking framework, including innovation strategies that will inspire and enable responsible consumption for the five billion consumers served by P&G each day.

P&G leading brands including Pampers®, Ariel® and Herbal Essences® are progressing in adopting this framework with actions and commitments that will help accelerate sustainable lifestyles.

“Consumers are no longer willing to compromise performance for living sustainably and they expect brands to take meaningful action in solving some of the most complex challenges facing the world,” said Marc Pritchard, P&G’s Chief Brand Officer. “This is why P&G is focused on reinventing marketing to use the reach and voice of our brands as a force for good and a force for growth. We want our brands to be growing and creating value while having a measurable, long-term, positive impact on society and the environment.”

The Brand 2030 criteria are spread over two areas, each outlining concrete actions brands can take to become a “force for good and force for growth.”

Examples of how P&G leading brands are already adopting the criteria through articulating their ambitions and implementing plans include:

The Ariel Ambition is to re-invent a better clean to consume 50% less resources in key impact areas such as energy and water by driving product, service and packaging innovation. The Ariel Fundamentals include its latest packaging commitments, as announced today, such as striving to make all its packaging recyclable by 2022 and to reduce 30% plastic packaging by 2025.

In addition, Ariel is using its voice to help shape a future of equals through campaigns like “Partage des taches” in France and “Share the Load” in India, which support the idea of men and women equally sharing housekeeping tasks.

The Herbal Essences Ambition is to enable everyone to experience the positive power of nature and to support biodiversity for the benefit of people and the planet. Beyond this, Herbal Essences is leading the way in sharing comprehensive information about its ingredients, transparently explaining their 4-step safety process and being recognized by PETA as a cruelty free brand.

Herbal Essences bio:renew is the first global hair care brand to have its botanicals endorsed by the Royal Botanic Gardens, Kew, a world leading authority on plants. Herbal Essences is also leveraging its voice to promote the launch of packaging designed to help the visually impaired and beach plastic bottles in its largest market, the US.

The Pampers Ambition is to give millions of babies the opportunity for happy healthy development, collaborating with healthcare professionals, parents and NGOs.

As part of P&G’s Brand 2030 Fundamentals, Pampers is introducing its ‘7 Acts for Good’ including the following concrete actions: Keep innovating towards more sustainable diapering solutions to progress towards 30% less1 diapering materials used per baby over their diapering time.

By innovating and using more effective materials, the brand has reduced the average weight of its diapers by 18%2 already in the past 3 years, with the same trusted dryness. Lead recycling3 for diapers and wipes and committing to launch recycling facilities in 3 cities by 2021.

In partnership with UNICEF, Pampers has helped eliminate maternal and neonatal tetanus in 24 countries. In March 2019 one more country – Chad, has now eliminated this disease, resulting in an estimated 880,000 newborn lives4 saved since 2006.

“The Brand 2030 criteria demonstrate leadership for brand leaders by defining what it means for an individual brand to enable responsible consumption.

They ensure a thorough, long-term integration of meaningful and measurable social and environmental impacts into the overall brand strategy and experience – versus a singular brand-sponsored cause marketing initiative or activating just a slice of the marketing mix,” said KoAnn Vikoren Skrzyniarz, Chief Executive Officer of Sustainable Brands.

“We engaged with several external stakeholders to help craft the criteria,” said Virginie Helias, P&G Chief Sustainability Officer. “We wanted to create criteria that would make SDG12 tangible for brands, holding them accountable to drive progress towards taking responsible consumption to the next level. With our brands we are serving five billion people worldwide, giving us the unique opportunity and responsibility to not only delight people through superior product performance, but to also promote conversations, influence attitudes, change behaviours and make sustainable lifestyles at scale a global reality.”

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

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Economy

Dangote, GCL Seal 25-year Gas Supply Deal for Ethiopian Fertiliser Plant

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By Modupe Gbadeyanka

A $4.2 billion gas deal aimed to power a fertiliser project in Ethiopia has been signed between Nigeria’s Dangote Industries Limited and China’s GCL Group.

The Chinese firm is expected to supply stable natural gas to Dangote Group’s upcoming 3‑million‑tonne‑per‑year urea fertiliser production complex in Ethiopia for 25 years.

The natural gas supplied by GCL will be sourced from the Calub Gas Field in Ethiopia’s Ogaden Basin and delivered via a dedicated 108‑kilometre pipeline directly to the Dangote fertiliser complex in Gode, Somali Region.

The initiative aligns with Africa’s broader objective of establishing an integrated energy‑to‑food value chain, leveraging local resources to drive industrial autonomy.

The fertiliser plant, valued at $2.5 billion, is being developed under a 60:40 equity structure between Dangote Group and Ethiopian Investment Holdings (EIH), respectively, and is scheduled to begin operations in 2029.

Once commissioned, it will become East Africa’s largest modern fertiliser production hub, fully meeting Ethiopia’s current urea import demand while supplying neighbouring regional markets.

The project is expected to significantly reshape East Africa’s fertiliser landscape, reducing reliance on imports and strengthening agricultural self‑sufficiency.

“Africa’s energy industry cannot continue indefinitely exporting raw materials while importing finished products. We must pursue a new path of highly autonomous development.

“Through seamless integration and strategic cooperation with GCL, we will achieve an efficient closed‑loop value chain from natural gas extraction to fertiliser production, taking a crucial step toward enabling Africa to secure greater autonomy over its food security,” Mr Aliko Dangote said at the signing ceremony in Lagos.

The Chairman of GCL Group, Mr Zhu Gongshan, also reaffirmed the company’s confidence in the partnership, noting that the agreement was made possible through the facilitation and support of the Ethiopian government.

“This cooperation will enable both sides to expand new frontiers in Ethiopia’s energy, chemical, and food security sectors while transitioning from a business going global model toward a mutually beneficial ecosystem‑based framework.

“Leveraging GCL’s integrated oil and gas operations in Ethiopia and Dangote Group’s extensive industrial footprint across Africa, the partnership will significantly enhance our service capabilities and market reach across the continent.”

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Economy

Tinubu Tasks Oyedele with Fiscal Reforms as Minister of State for Finance

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By Adedapo Adesanya

President Bola Tinubu has sworn in Mr Taiwo Oyedele as the new Minister of State for Finance, tasking him with fiscal reforms aimed at improving government revenue and strengthening Nigeria’s economic management framework.

He took his oath of office before the President at the Presidential Villa, Abuja, on Monday.

President Tinubu nominated Mr Oyedele for the new role on March 3, 2026, to replace Mrs Doris Uzoka-Anite, who was moved to serve as the Minister of State for Budget and National Planning.

On March 11, the Senate confirmed him after a screening session, where the tax expert pledged to pursue fiscal reforms aimed at improving government revenue, ensuring realistic budgeting, and strengthening Nigeria’s economic management framework.

He was cleared by the lawmakers through a voice vote at the Committee of the Whole, after hours of screening.

Mr Oyedele, the former chairman of the Presidential Committee on Fiscal Policy and Tax Reforms, described his nomination as a call to serve Nigeria.

“With over two decades of experience working with national governments, multilateral institutions, and global corporations, my journey across the private sector, academia, and public policy has focused on fiscal governance and economic transformation.

“However, this moment is not about personal accomplishments; it is a call to serve at a critical time when Nigeria faces significant fiscal challenges and remarkable opportunities,” the 50-year-old said in the upper chamber.

He said his decades-long experience working on “global reforms regarding the ease of doing business and taxation across 180 countries” had prepared him for the role.

“I feel my background has prepared me to help my country by understanding what works globally and how to apply those lessons to our unique context,” Mr Oyedele added.

The public policy expert, accountant, and economist was appointed by the President to chair the tax reform committee in July 2023.

This led to the creation of four bills: the Nigeria Tax Bill, the Nigeria Tax Administration Bill, the Nigeria Revenue Service (Establishment) Bill, and the Joint Revenue Board (Establishment) Bill were passed by the National Assembly last year after months of extensive debates and controversies, and assented to by Tinubu on June 26, 2025.

The former fiscal policy partner and Africa tax leader at PriceWaterhouseCoopers (PwC) attended Yaba College of Technology and bagged a Higher National Diploma (HND) in Accountancy and Finance.

Mr Oyedele also earned a BSc in applied accounting from Oxford Brookes University.

His academic journey saw him study at the London School of Economics, Yale University, the Gordon Institute of Business Science, and the Harvard Kennedy School, where he completed executive education programmes.

The ministerial nominee worked for decades with PWC, having started his career at the organisation in 2001.

He is a professor at Babcock University in Ogun State as well as a visiting scholar at the Lagos Business School.

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Economy

Fears Over Impact on African Nations if Iran War Drags on

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CNN’s Larry Madowo reports that oil price spikes triggered by the war with Iran could have a catastrophic impact on African nations. Even Africa’s most advanced economy, South Africa, is exposed to the oil price shocks, which could cause higher fuel costs, rising inflation and renewed pressure on currencies.

The government in Kenya is reassuring citizens that there are no immediate fears of a fuel shortage, and prices have not spiked. Many Governments across Africa are reassuring their citizens that they have stocks to last them for the time being. But they can’t make long-term guarantees because many African nations depend on imported refined petroleum from the Gulf.

This conflict just crossed the 12-day mark, and economist Kwame Owino tells Madowo that African nations should start preparing for a catastrophic scenario, “while no African countries are directly involved in the conflict, we still suffer quite substantially. Governments need to adjust. So, for instance, the government of Kenya has some of the highest taxes globally on fuel prices, so adjusting fiscal policy to allow for greater affordability is important, even if it means that the government will have a lower take.”

Africa’s most advanced economy, South Africa, is one of those exposed to the oil price shocks. One South African airline, Flysafair, announced it would be adding a temporary dynamic fuel surcharge after jet fuel prices rose by 70% in one week at South African airports. Other airlines, including national carrier South African Airways, said they were monitoring prices.

Nigeria is Africa’s most populous nation and one of the largest economies. It is also a crude oil producer, so it’s likely to cash in on the increase in global oil prices. But Nigeria still imports refined petroleum, so it is not immune to the shocks that the global markets are seeing.

The bigger picture here is that African economies are more fragile than stronger, more advanced economies. Owino says, “These economies are small and fragile. They are dependent on those imports. So, when there’s a global conflict, it affects these economies. And African economies also tend to recover slowly, much slower to have a slower path of recovery.”

Fuel prices are holding steady right now. But if the conflict with Iran drags on, just about everything here in Kenya and across the African continent will get more expensive, adding more pain for African consumers.

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