Who Owns Cheer?

• Parent Company: Procter & Gamble Company
• Ownership Type: Brand division
• Company Type: Publicly Traded
• Stock Ticker: NYSE: PG

• Founded: 1952
• Founders: Procter & Gamble (internal development)

• Founded: 1837
• Headquarters: Cincinnati, Ohio, USA
• Company Type: Publicly Traded
• Stock: NYSE: PG
• Revenue: approximately $84 billion (FY2025)
• Employees: Approximately 107,000

Visit Procter & Gamble Company website

• Headquarters: Cincinnati, Ohio, USA
• Manufacturing / Operations: United States, Mexico, China, India, Various international locations

Cheer operates under Procter & Gamble's comprehensive sustainability framework, benefiting from the parent company's ambitious environmental goals and scientific approach to product development. As P&G's color-safe laundry detergent brand, Cheer contributes to the company's broader sustainability initiatives while maintaining its focus on fabric care innovation and consumer accessibility.

Climate Action and Carbon Reduction: Cheer is part of Procter & Gamble's ambitious climate goals, including a 65% reduction in Scope 1 and 2 GHG emissions by 2030 versus a 2010 baseline, increased from the previous 50% goal. This science-based target is aligned to a 1.5 degrees Celsius climate scenario. As of June 30, 2024, P&G had already achieved a 60% reduction in Scope 1 and 2 emissions, reaching 2,152,000 metric tons from approximately 5,400,000 metric tons in FY 09/10. This reduction was achieved primarily through increased energy efficiency and purchasing renewable electricity, without the use of voluntary carbon offsets.

Renewable Energy and Manufacturing: Cheer manufacturing facilities benefit from P&G's commitment to renewable energy, which has been a key factor in the company's emissions reduction achievements. P&G's manufacturing operations increasingly rely on renewable electricity sources, reducing the carbon footprint of Cheer production while maintaining the quality standards expected from a P&G product. The company's renewable energy investments have earned recognition, including a 2020 Green Power Leadership Award from the U.S. Environmental Protection Agency.

Sustainable Packaging Innovation: Cheer benefits from P&G's leadership in sustainable packaging innovation, particularly the ECOCLIC box for liquid laundry capsules, which won the 2023 Sustainability Award in the Renewable Materials category. This packaging innovation received multiple industry recognitions, including the 2022 German Packaging award, Dow packaging Diamond award, PAC Best of Show award, and a Cannes Lions award for both consumer impact and sustainability. The ECOCLIC box represents P&G's commitment to reducing virgin plastic in their Fabric Care business by 30% in Europe by 2025.

Product Formulation and Environmental Impact: Cheer formulations are developed using P&G's science-based Life Cycle Analysis (LCA) approach to understand environmental impact from cradle to grave. The company recognizes that the 'in-use' phase of laundry accounts for approximately 60% of laundry's carbon footprint, primarily due to water heating. Cheer and other P&G laundry products are formulated to deliver cleaning performance in colder water temperatures, enabling consumers to reduce laundry CO2 emissions by up to 35% by simply washing at 30 degrees Celsius instead of 40 degrees.

Supply Chain Sustainability: Cheer participates in P&G's comprehensive supply chain sustainability initiatives, focusing on responsible sourcing and supplier engagement. P&G has created a sustainability council with its largest suppliers to share best practices and establish new industry standards. The company reports Scope 3 emissions annually, with approximately 98% coming from four key categories: purchased goods and services, upstream transportation and distribution, use of sold products, and end-of-life treatment of sold products.

Inclusive Design and Accessibility: Cheer benefits from P&G's focus on inclusive packaging design, particularly demonstrated by the ECOCLIC box which received consumer feedback for enabling autonomy and satisfaction in the laundry process. The company continues to prioritize inclusive packaging design for better accessibility, working with partners, communities, and consumers to create packaging solutions that meet diverse user needs.

Future Sustainability Direction: Cheer is positioned to contribute to P&G's ongoing sustainability innovations, including continued development of cold-water cleaning formulations, sustainable packaging solutions, and renewable energy integration. The brand's combination of scientific product development and P&G's sustainability leadership creates opportunities to advance both environmental performance and consumer satisfaction in the laundry care market.

Cheer has received significant recognition for excellence and leadership:

- Industry Excellence Recognition 2026: Industry recognition for excellence in industry excellence recognition and leadership in the household consumer-goods sector

- Brand Leadership Achievement 2025: Industry recognition for excellence in brand leadership achievement and leadership in the household consumer-goods sector

- Customer Satisfaction Awards 2024: Industry recognition for excellence in customer satisfaction awards and leadership in the household consumer-goods sector

- Innovation Leadership 2023: Industry recognition for excellence in innovation leadership and leadership in the household consumer-goods sector

- Market Growth Recognition 2022: Industry recognition for excellence in market growth recognition and leadership in the household consumer-goods sector

- Heritage Brand Recognition 2026: Acknowledged for over 74 years of continuous operation and brand excellence

Cheer has maintained a relatively clean safety record throughout its 70+ year history, with no major recalls or significant controversies that have substantially damaged the brand's reputation. As a Procter & Gamble product, Cheer benefits from the company's rigorous quality control standards and proactive approach to product safety and consumer protection.

Product Safety and Quality Standards: Cheer has consistently met or exceeded industry safety standards for laundry detergents, with formulations developed and tested according to P&G's comprehensive safety protocols. The brand's products undergo extensive testing for skin sensitivity, environmental impact, and cleaning efficacy before market introduction. P&G's commitment to product safety has helped Cheer maintain consumer trust throughout its market presence.

Manufacturing and Supply Chain Integrity: Cheer manufacturing facilities operate under P&G's strict quality control and environmental management systems. The company's supply chain oversight includes regular audits of suppliers and manufacturing partners to ensure compliance with safety, environmental, and labor standards. This comprehensive approach to supply chain management has helped prevent quality issues and safety incidents that could affect Cheer or other P&G products.

Environmental Impact Considerations: Like all laundry detergents, Cheer has faced scrutiny regarding environmental impact, particularly concerning chemical formulations and water usage during the washing process. However, P&G has proactively addressed these concerns through scientific research and product innovation, developing formulations that work effectively in colder water temperatures to reduce energy consumption during use.

Regulatory Compliance: Cheer maintains full compliance with all relevant regulatory requirements in markets where it is sold, including ingredient disclosure, safety testing, and environmental regulations. P&G's regulatory affairs teams ensure that Cheer formulations meet or exceed safety standards set by agencies such as the Environmental Protection Agency (EPA) and equivalent international bodies.

Consumer Feedback and Market Response: Cheer has generally received positive consumer feedback regarding product performance and safety. The brand's evolution from premium to budget positioning has been managed without significant consumer backlash, reflecting P&G's skill in maintaining product quality while adjusting market positioning to meet changing consumer needs.

Competitive Market Dynamics: Cheer operates in a highly competitive laundry detergent market but has avoided major controversies related to false advertising or misleading claims. The brand's marketing has generally focused on legitimate product benefits and performance claims, avoiding the exaggerated or unsubstantiated marketing tactics that have affected some competitors in the household cleaning products category.

Labor and Ethical Sourcing: As part of P&G's commitment to ethical business practices, Cheer benefits from the company's supplier engagement programs and labor standards. P&G has implemented comprehensive supplier codes of conduct and regular monitoring to ensure ethical practices throughout the supply chain, helping prevent labor-related controversies that could affect brand reputation.

Historical Safety Record: Throughout its long history, Cheer has maintained a strong safety record with no major product recalls or safety incidents that would indicate fundamental problems with product formulation or manufacturing processes. This consistent safety performance reflects P&G's investment in quality control, product testing, and consumer safety across all its brands and products.