Pitching for P&G Life Lab 2021 Challenges

door • jan 18, 2021 in Featured, Growth and Development Programme at P&G, Startups

Workero by P&G

P&G is looking for external partners to solve its nine corporate challenges. As a Workero by P&G Growth and Development Programme member, you will receive extra support and guidance when pitching for relevant challenges.

During the Consumer Technology Association’s first ever all-virtual CES 2021, our partner P&G launched its new P&G LifeLab Everyday virtual experience and announced new major corporate innovation challenges.

This virtual and immersive platform uses digital exploration to showcase how innovations and technologies inspired by deep consumer understanding can impact the everyday lives of 5 billion people globally. It further highlights how the company is leading constructive disruption by harnessing new technologies, embracing lean innovation and leveraging partnerships to deliver products and services that enhance the human experience.

Aside from hosting P&G’s Innovation Challenge, this platform allowed CES attendees to explore P&G’s products in a whole new way, with brand demonstrations from various Oral Care and Home Care experts and a number of panel sessions. Replays of all these talks will soon be available via PGLifeLab.com.

Discover the Life Lab in the video below.



The P&G LifeLab will remain open for members of the general public, as the company is investing in this disruptive virtual platform to continue engaging with consumers, partners, media and others around the world. It will also be the space where P&G will post new challenges.

P&G Innovation challenges continue

P&G launched nine new corporate challenges following CES 2021, and is looking to engage further with entrepreneurs and innovators around the globe to reinvent the consumer experience with new innovations. This includes design; company and brand citizenship; and human-centered technologies that connect and improve everyday life in simple and meaningful ways.



These challenges will run through to February 5, 2021, and all members of the Growth And Development Programme by Workero @ P&G can be put in connection with the relevant challenge organisers and receive help from P&G insider mentors for more information and guidance. Click here to discover all the other benefits of being a member of this ecosystem!

All applications must be submitted here

Summary of challenges

Breakthrough Growth for Omnichannel Brands

P&G is seeking omnichannel solutions (including e-commerce and DTC) to fulfill the accelerated consumers’ expectations of brands, their products, and their supply chains following evolving technology. This shift has redefined supply chain and last mile delivery, made traditional acquisition and attribution models obsolete, and opened the door to hybrid and new go-to-market approaches.

Making a Sustainable Lifestyle Effortless - 2030

By 2030, P&G aims for all of its brands to empower, enable and inspire responsible consumption. It is looking for new technology-enabled solutions, services and business models that incentivise and drive behaviour change and responsible consumption habits.

Transformative Transactions Technologies

Help P&G build an autonomous supply chain that delivers highly customised, consumer preferences with an end-to-end scope (sourcing, manufacturing, distribution).

AI Technologies for Digital Expert Advisors

P&G is looking for potential partners and capabilities to raise the bar on digital advisors, specifically related to unique solutions and conversational AI technologies that enable natural, empathetic, long form conversations.

Transforming Consumer Insight Research

P&G covets privacy preserving research methods that are capable of measuring actual behavior of product use within actual use environments. Capturing and processing measured data is critical. Advanced methods combining passive listening (sensors, audio, visual), edge computing with embedded AI development, and communication network technologies need to be integrated to limit data for transfer to the cloud and most importantly preserve privacy.


Synthetic Image and Label Data

P&G uses images of consumers and products generated in research to develop new digitally enabled products. Evolving consumer needs requires more ‘data’ (e.g. image, video , text, audio, temporal signal ) to accelerate development of new digital products for consumers. It is looking for potential solutions and technologies to automate generation of ‘synthetic’ image and label data as a critical building block in developing algorithms and models.

Automation of Daily In-Home Consumer Tasks

P&G is seeking technologies and services that automate daily in-home consumer tasks, chores and routines in meaningful and delightful ways. Including in home robotic and personal care regimen automation.

Device Amplified Chemistry

P&G is specifically looking for unique technical solutions for general cleaning problems that use primarily chemical means of action. A focus on the addition of energy (light, radio frequency, electro-magnetic fields) could enhance cleaning jobs. These are framed as “energy amplified cleaning solutions”.


Zero Waste Haircare

P&G’s aim is to develop a Zero Waste Hair Care Solution. The goal is for no trash to be sent to landfills, incinerators or the ocean. Such solutions would offer a zero-waste alternative to hair care products and the formulation could evolve around liquid, cream, gel, solids, powder and others. Services and packaging solutions are also in scope.



Join this innovative ecosystem and work alongside and with these startups and scaleups!

To find out more about all these challenges and to apply for the Growth and Development Programme, click here.