Kimberly-Clark strives to create a culture where all lesbian,
gay, bisexual and transgendered (LGBT) employees and their allies
feel protected and empowered in the workplace. Key to that effort
is our "PRIDE (People Respecting Individual Differences Everywhere)
@ K-C" Employee Resource Group, which provides support for
employees in the workplace, contributes to education and training
on LGBT issues, and recognizes the role of all employees in
fulfilling the strategic goals of the company.
Bringing Kimberly-Clark and the power of its brands to the LGBT
community is a primary initiative for the PRIDE @ K-C group. With
more than 50 percent of LGBT consumers preferring to buy from
companies that support them and an estimated buying power in excess
of $721 billion, this consumer base is an opportunity that is hard
to ignore. This year, PRIDE @ K-C partnered with some of our most
well-known consumer brands - Kleenex, Cottonelle, Kotex, Viva and
Scott brands - to hit the streets and show the LGBT community that
Kimberly-Clark and its brands value all
In 2012, the group represented Kimberly-Clark and its brands at
the Milwaukee, Wisconsin; Knoxville, Tennessee; Dallas, Texas; and
Atlanta, Georgia PRIDE Festivals, which provide an opportunity for
communities to show support of its LGBT members and take a stance
for equality. PRIDE @ K-C has been partnering with communities on
these types of efforts since 2005. At the 2012 events, the group
interacted with more than 300,000 consumers, educating many about
Kimberly-Clark's support of the LGBT community. With the help of
the consumer teams, the group handed out more than 500 cases of
Kleenex facial tissue, 85 cases of Cottonelle bathroom tissue, 92
cases of Kotex feminine care products, 600 cases of Viva paper
towels, and more than 100 cases of Scott branded products.
"Attending these events is always inspirational," says Ronnie
Phillips, co-chair of the PRIDE @ K-C group in Roswell, Georgia.
"You quickly realize how important Kimberly-Clark's brands are to
our consumers. One consistent message that we continually hear from
consumers at these events is, 'We use your products all the time
and we're so glad that you support us.' And from employees we hear,
'Times like these make me proud to work for Kimberly-Clark.' It is
great how involvement in an employee group can be so valuable to
all parties involved."
The events also provided an opportunity to spread the word about
the recent Cottonelle Hand and Face Moist Wipes marketing campaign,
which marks Kimberly-Clark's first targeted marketing effort to the
LGBT community. A Cottonelle street team attended each event to
gain attitudinal and usage information, as well as to promote the
brand's support of the community.
In addition, the group celebrated the recent news that the Human
Rights Coalition recognized Kimberly-Clark in the 2013 Corporate Equality
Index with a 90 percent score, further reinforcing that
Kimberly-Clark cares about all employees and consumers.
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