APPROACH AND METHODOLOGY
Through its consumer conservation platform, Future Friendly, P&G and its Tide brand will begin to create awareness of the environmental benefits of cold water washing, addressing the first of two behavior-change barriers cited above. In a partnership with the Alliance to Save Energy, P&G will launch a public relations program that will use social media (both paid and unpaid) to create a grass-roots cold water washing movement, augmented by in-home mailings, media tours with well-known environmental spokespersons, and other tactics. The goal of this program is to put cold water messaging into 100 million US homes by Earth Day 2013. Through consumer diaries and other P&G-proven methods, the company will measure consumer behavior change 2X annually during this period. This commitment is the initial part of a longer-term, seven-year plan to bring 70% of all automatic washing machine loads to cold water methods.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
Initial eight months:
Program/partnership announcement: September 2011
Initial Media Tour: October 2011
Long-lead media pitch: October 2011
Social media campaign launch (SheSpeaks network): November 2011
Press event: November 2011 ('Dirt Bowl')
Retail events: March-April 2012
In-home messaging delivery: April 2012
Long-lead media articles: April 2012
The heating of water to do laundry is one of the biggest energy-consumers in the typical household in the developed world. By moving away from hot/warm water washing to cold water washing, US households alone could reduce CO2 discharges by more than 11 million metric tons. Eight countries (US, Germany, UK, Italy, Turkey, Russia, France and Canada, in rank order) account for more than 80% of hot/warm washing, with the US being the dominant user of energy in this manner.
However, there are two consumer barriers to moving from hot/warm washing to cold. First, consumers must become aware of the importance of the environmental impact of such a change; this must be communicated to them in a meaningful, relevant manner that incentivizes behavior change. Second, and equally important, consumers need to be convinced that washing in cold water delivers clothes that are just as clean as clothes washed in warm or hot water. Fortunately, detergent manufacturers, led by P&G, have developed products that produce outstanding results in cold water; however, consumer trial of these products remains a challenge.
SEEKING: Implementing Partners, Best Practice Information, Media/Marketing Opportunities
P&G currently is negotiating with additional media properties and NGOs to serve as partners in the educational outreach aspects of Future Friendly, and to co-develop additional conservation education content.
OFFERING: Implementing Partners, Best Practice Information, Media/Marketing Opportunities
P&G will consider making available certain of its media and marketing assets and conservation education content to potential media partners and appropriate NGOs.