P&G 2008 Sustainability Overview: Designed to Innovate... Sustainably

Managing Innovation

We manage innovation with discipline, using science-based tools to identify sustainability opportunities for our products, from discovery through disposal to potential reuse.

• 1. Assessing impact
  Comprehensive tools

  Managing innovation sustainably begins with the use of comprehensive analysis tools. One such tool, Life Cycle Assessment (LCA), generates a complete environmental footprint, extending beyond carbon impact to measure total energy and water use and waste production. Also included are the impacts of consumer use of our products, as well as all emissions into the air, water and land. This detailed review lets us pinpoint areas where our innovation efforts can be most effective.

  Awareness

  • Packaging
  • Web-based education
  • Advertising
  • Third party organizations

• 2. Finding opportunity
  Laundry energy usage

  Our life cycle assessment of laundry detergent revealed that one step consumed far more energy than any other: the heating of wash water during its use in the home. As such, this step clearly offered the biggest opportunity for energy reduction.

  Field tests predicted that a family of four in the UK could reduce its overall household electricity consumption by 3% by reducing its wash temperature from 43.5°C to 30°C. So our Ariel Cool Clean technology—which offers strong cleaning performance at lower temperatures—presented a promising opportunity for energy savings.

  Results

  In the UK:

  • 58,000 metric tons CO₂ emissions saved
  • 17% of households now wash at 30°C

• 3. Moving the market
  Consumer campaign

  Our “Turn to 30°” campaign in the UK began spreading the word to consumers. Along with key product benefits, including energy savings and brilliant cleaning, the campaign emphasized another motivation: supporting the environment in a more sustainable way. P&G further managed this innovation through partnerships with celebrities, key NGOs, region-specific climate and energy-focused third parties, and a Web-based consumer education module.

• 4. Making a difference
  Results and recognition

  Managing innovation has resulted in significant behavior change among consumers. In the UK, 17% of households now wash at 30°C, up from 2% in a similar 2002 survey. Further, 27% of all Ariel users washed at 30°C in 2007, twice the average of other leading brands.

  The shift toward lower washing temperatures has brought substantial benefits to the environment. According to statistics calculated and validated by The Energy Saving Trust, 58,000 metric tons of CO₂ emissions have been prevented, saving 403,200 GJ of energy—enough energy to light 2,500 UK villages.

  Results in the Netherlands have been even more impressive. In just over six months since launch—and when leveraged with the Dutch Ariel “Draai Naar 30°” campaign—for the first time, 30°C is the most frequently used washing temperature in the Netherlands… an impressive 52%!

  Along with getting results, “Turn to 30°” has also garnered widespread recognition for excellence in responsible marketing and leading-edge thinking. The campaign has been honored by such organizations as the Marketing Society, Business in the Community, the Green Awards, SABRE, and Marketing Communications Consultants Association (MCCA).