You may be familiar with some of Procter & Gamble’s sustainable packaging innovations—the most recent among them, a shampoo bottle made from beach plastic, for example. But what about a package that encourages the sustainable use of another resource?
Recognizing the importance of water in the production and consumption of its products, for many years, decades actually, P&G has focused on environmental policies around water. These include developing products that contain less water as well as those that require less water to use, and supporting efforts to ensure safe and clean drinking water.
In November 2016, P&G collaborated with creative agency Pereira & O’Dell to create a campaign using its Pantene Pro-V shampoo packaging to encourage Southern California consumers to use less water in the shower. Statistics show that showers account for nearly 17% of all household water usage, and last, on average, about 10 minutes. To help conserve water in California, the Association of California Water Agencies and The California Dept. of Water Resources, SaveOurWater.com, suggest taking a five-minute shower instead, saving approximately 12.5 to 25 gal/shower.
