Prince Harry and Meghan Markle’s Archewell Foundation has announced a multi-year global partnership with a controversial American consumer goods firm.
The affiliation with Procter & Gamble will focus on gender equality, more inclusive online spaces, and resilience and impact through sport.
The couple said they would be working to ‘build more compassionate communities’ as the Sussexes are on a mission to bring a more ‘just future for women and girls’.
But the alliance has raised eyebrows due to the company’s checkered history, with it being linked to child and forced labour, animal testing and price fixing.
Even the Duchess has hit out at the firm previously, having called for it to change a ‘sexist’ dish soap advert when she was just 11.
Prince Harry and Meghan Markle ‘s Archewell Foundation has announced a multi-year global partnership with a controversial American consumer goods firm
The affiliation with Procter & Gamble will focus on gender equality, more inclusive online spaces, and resilience and impact through sport. Pictured: A picture posted on Archewell
The Archewell site said: ‘Archewell Foundation believes that with community, and through compassionate service to others, we can unleash systemic cultural change.
‘In service of doing this, and building more compassionate communities, Archewell Foundation announced a multi-year global partnership today with Procter & Gamble.’
It would ‘elevate the voices of adolescent girls’ to make sure ‘their point of view and lived experience is heard at the tables where decisions are made’.
The foundation also pledged to work with men and boys to encourage gender equality.
It said: ‘Together we will underscore the importance of engaging men and boys in the drive for gender equity throughout society and encourage shared caregiving at home so everyone in the family can thrive.’
Aged 11, Meghan wrote to Procter & Gamble to object to sexism in a dish soap advert which included the line: ‘Mothers around America are fighting greasy pots and pans.’
She asked them to change the advert to ‘people all over America’ and the company subsequently amended the language.
She appeared in an interview in 1993, saying she was ‘furious’ at the advert for P&G’s Ivory Clear, adding: ‘When they heard this, the boys in my class started saying, ”Yeah, that’s where women belong – in the kitchen”.’
Procter & Gamble is best known for owning major brands such as Crest, Oral B, Gillette, Pampers and Tampax.
Its vast business portfolio including baby, feminine and family care, beauty, fabric and home care, shaving products and healthcare.
It reported net sales in 2019 of $67.7billion (£47billion).
The Sussexes move to associate with Procter & Gamble has surprised some due to its checkered recent history.
In 2011 the company was slapped with an €211.2million (£149million) fine by the European Commission for a price fixing cartel with Unilever and Henkel.
Then in 2016 it was widely criticised following a report by Amnesty International into child and forced labour.
The report said palm oil provider Wilmar International, which supplied raw materials to Procter & Gamble, made money out of child workers aged eight to 14.
Animal rights group PETA also slammed the firm for its links to the practice of testing on animals.
It led to the company announcing in 1999 it would limit doing this to food and drug products, which made up less than 20 per cent of its product portfolio.
Just three years later, in 2002, it again came in for criticism over adverts falsely suggesting to buyers the drug Prilosec could cure heartburn in a day.
Then in 2017 Procter & Gamble made headlines for an advert called The Talk as part of the ‘My Black is Beautiful’ platform.
It shows African-American parents talking to their children about racism through different eras.
But some blasted it for only showing mothers talking to their children while others accused it of being ‘anti-white’.
One shocking clip sees a mother telling her daughter the threat of being pulled over by the police, implying she may be racially profile and killed.
The scene was slammed by police officers and police groups in the US for being ‘anti-cop’.
Most recently the firm was embroiled in a row over a controversial Gillette advert called ‘The Best Men Can Be’.
It was meant to address men’s negative behaviour but was panned and became one of YouTube’s most disliked videos.