Helping Consumers Conserve
P&G is dedicated to sharing information with consumers about ways to save water, save energy, and reduce waste at home with trusted brands like Tide, Pampers, Ariel, and Duracell.
For example, a recent campaign communicated to consumers the benefits of washing laundry in cold water. Nearly 80% of the energy used in a typical load of laundry comes from heating water, but by using cold water and a product like Tide Coldwater or Ariel Excel Gel, consumers can reduce energy consumption and their utility bills.
Taking a Load off the Energy Grid
Our US Future Friendly program marked Earth Day 2012 with “Take a Load Off”—a campaign designed to show consumers how using a product like Tide Coldwater can help take a load off the energy grid, their wallets and the environment. In just four weeks, the campaign generated significant traditional and social media coverage, translating into strong consumer engagement and over 35,000 commitments to “go cold.”
We’re continuing our consumer education efforts around cold-water and are seeing positive trends, estimating that up to 40% of global machine loads are being washed in cold water today. While this is encouraging, we know that in order to reach our target of 70%, we will need to better scale and coordinate our efforts across multiple stakeholders. This will be a key focus area during the coming year.