Winning with 50+/People with Disabilities consumers is critical for P&G to grow. By 2030 we will have more >50 consumers to serve vs under 50 and 36% of 50+ consumers will experience a disability. We estimate today we are losing 1BN dollars per annum across our Categories not serving this segment. P&G has an opportunity to reach more consumers with more accessible and irresistible products and packaging for all.

Sam Latif was born in the UK, and is a first generation Scottish Pakistani. She is blind and the passion for what she is doing at P&G has been inspired by the personal access challenges she has experienced as both a consumer and an employee. Sam studied Marketing and Business Law at the University of Stirling in Scotland and began her career at P&G in IT. She has lead IT transformations across multiple worldwide businesses (including Fragrances, Pampers, Olay and Gillette).

In 2015 Sam switched focus from running IT businesses to figuring what it would take to make P&G become the most accessible company for the consumers we are serving and was appointed as the company’s first Special Consultant for Inclusive Design. During this time, Sam worked with the Herbal Essences business to explore how we could make it easier to help people tell the difference between shampoo and conditioner, especially in the shower when people are not wearing their corrective eyewear. It’s estimated that 79% of the population in the west wear corrective eyewear and so its quite hard for people to tell by sight alone our shampoo and conditioner bottles apart.

In February 2019, Sam was promoted to Associate Director and became P&G’s first Company accessibility Leader and is responsible for making P&G workplace, products and packaging and communications fully accessible to everyone.

Sam is married and has 3 kids, boy and girl twins aged 7 and a 10 year old boy. Sam is enjoying the challenge of learning to play the piano and working out at the gym.