“When sustainability becomes an outcome rather than a goal, it transforms the way we operate.”

As the 2030 deadline for the Sustainable Development Goals approaches, the role of corporations in creating impactful, positive change is more critical than ever. In a recent interview, we had the opportunity to sit down with Alessandra Castro, Senior Global Marketing Leader at Kimberly-Clark to discuss her transformative journey in marketing and the essential role of purpose-driven work within a global company. Alessandra, who has been with the company since 2013, shared how her traditional marketing role evolved into integrating sustainability and community development.

A Marketing Journey Turned Purpose-Driven Mission

Alessandra joined Kimberly-Clark in 2013, starting in Brazil as a marketing leader for one of the company’s essential product lines. Her background in consumer packaged goods provided her with expertise in brand promotion, but her work at Kimberly-Clark revealed a deeper purpose. "Marketing for products that everyone needs for a dignified life changed my view on the role marketing can play in creating impact,” she shared.

Her career evolved to focus on feminine care products, and leading brands like Kotex. This shift in her professional journey became a turning point. “I started to realise that there was more to our work than selling products. We needed to address issues like stigma, education, and access to help women and girls live healthier lives,” Alessandra explained.

The Four Pillars of Kimberly-Clark’s Purpose

At the core of Kimberly-Clark’s mission is a dedication to “Better Care for a Better World,” a vision that, as Alessandra explains, goes beyond standalone sustainability efforts to become the very fabric of the company’s purpose. This guiding mission encompasses four main pillars: creating better products, supporting a healthier planet, fostering a diverse and inclusive workplace, and improving society.

“The goals end up being an outcome and not a strategy per se,” Alessandra noted. “It becomes more natural and more consistent… It makes sense to who we are and what we're doing as a company.”

In the pursuit of Better Products, Kimberly-Clark works to deliver more sustainable solutions, including innovative packaging like Kotex’s new paper pouch that replaces plastic in feminine care. A commitment to a Better Planet translates into concrete efforts to reduce the company’s footprint through sustainable water usage, forest conservation, and carbon reduction. A Better Workplace is evident in a culture of diversity and inclusion, empowering each team member to feel engaged and aligned with the company’s purpose. Lastly, through Better Society, Kimberly-Clark focuses on underserved communities, enhancing individual well-being through initiatives in health, education, and economic empowerment.

Addressing Stigma and Access Through the “She Can” Initiative

As Alessandra delved deeper into the feminine care sector, she began to recognise the complex social and cultural barriers many women face. “Periods don’t hold women back, but perceptions do,” she noted.

With this in mind, Kimberly-Clark launched the “She Can” initiative, a programme centred on three goals: eliminating stigma, providing education, and opening doors for women and girls.

Empowering Employees to Drive Change

Kimberly-Clark’s social impact strategy includes opportunities for employees to become mentors for female-led startups and organisations working to address issues like sanitation and health in underserved regions. Alessandra championed this mentoring initiative, noting that employees feel a deep sense of purpose and belonging when given the chance to contribute.

“There is a unique satisfaction in knowing that you’re using your expertise to create real, positive change,” she shared. “It’s not just about doing a job; it’s about making a difference.” The mentoring programme has garnered strong support from leadership and has become a source of pride within the company.

The Shift from CSR to Purpose-Integrated Business Strategy

Alessandra also pointed out a broader shift in the corporate landscape, with companies moving beyond traditional Corporate Social Responsibility (CSR) models. “CSR used to be about having a programme on the side, but true impact is sustainable when it’s integrated into the company’s core purpose,” she explained. Kimberly-Clark’s strategy focuses on creating meaningful change, not just meeting sustainability goals. “When sustainability becomes an outcome rather than just a goal, it transforms the way we operate.”

A Final Thought on Change

As the conversation concluded, Alessandra offered a perspective on change that resonates beyond the corporate world: “If there’s one thing we know about life, it’s that it’s always changing. Reinvention is essential not only for individuals but for businesses too. To stay relevant and impactful, companies must be willing to evolve.”

Kimberly-Clark’s purpose-driven approach serves as a reminder of the potential corporations have to create lasting, positive impact. By centering purpose in every facet of its business, Kimberly-Clark is charting a path that goes beyond profit, aiming to make a difference in the lives of individuals and communities around the world.

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This is part of our ChangeLeaders interview series with corporate impact leaders sharing their journeys, learnings, and lessons from making an impact in the corporate world. If you are a ChangeLeader we should interview, please email us at info@wemakechange.org.

Interview & Article: James Sancto & Laura De Alba