The world’s biggest advertiser is pledging to establish more gender equality behind the scenes.

Procter & Gamble (PG, +0.53%), which owns everything from Tide to Pampers, announced Monday that it is working toward a 2023 goal of women directing at least half of its product commercials. Only about 10% of its commercials are currently directed by women. – Fortune

“If we just achieve equality in economic empowerment between women and men, it could add $28 trillion to world economy. That’s a lot of purchasing power,” said Marc Pritchard, the company’s chief brand officer. Read more.