Inspiring More Sustainable Habits Through Thoughtful Design and Innovation

At P&G, we know that small changes can add up, especially when you consider the 5 billion people who use our home and personal care products. We continue to introduce new products and innovations that support our efforts to provide to consumers irresistible superiority that is also more sustainable.

P&G’s Environmental Sustainability Roadmap

At P&G, our commitment to sustainability extends beyond our immediate operations; sustainability is embedded in how we do business and create superior products. Helping consumers reduce their impact while using our products is one part of our strategy to deliver environmental progress across three levels:

1. Reducing our own impact
2. Helping consumers reduce their impact
3. Helping scale solutions across industries

Together, these actions help us drive growth while advancing sustainability and delivering value for consumers, our business and the planet.

Why Focusing on the Use Phase Matters More Than Ever

The largest share of our carbon footprint occurs after purchase, during the consumer use phase. That’s why we believe in the “Power of &”: solving everyday problems through irresistible superiority that people love, while making the more sustainable choice feel easier.

Changing How Sustainability Touches Daily Life

It starts with product design. Our innovations aim to reduce energy, water and waste while delivering the superior performance people expect.

And when the more sustainable option is also the easier one, habit change can follow. For example:

• Dawn’s refill jug started with an insight: refilling EZ Squeeze bottles was slow and messy. The jug was redesigned to pour more ergonomically, so people can refill 37% faster* and use 45% less effort* when topping off EZ Squeeze bottles, making it easier than ever to adopt a dish soap refill routine that saves money, time, and effort.

• Vicks DayQuil and NyQuil began with a consumer tension: traditional, nonrecyclable blister packs can be hard to open and large LiquiCaps that were difficult to swallow, especially with a sore throat. The team responded with ultraconcentrated LiquiCaps that are 25% smaller than the original ones and easier to swallow. They updated the packaging to an easy-to-open, recyclable bottle, helping to prevent up to 50 tons of [nonrecyclable] blister packaging from entering the market per year.

• Tide met an evolving need for a lighter, faster and simpler way to do laundry. After a decade of research and 20 patents, the brand introduced Tide evo: a 100% concentrated clean in a tile form made without unnecessary fillers and extra water. The waterless, single-dose tile eliminates the plastic jug and is designed for cold water washing, which can use up to 90% less energy per cycle compared to hot water.

The result is a shift in how sustainability shows up. It’s now an upgrade that can become a natural habit.

From Individual Actions to Collective Impact

Education also plays a critical role, helping people understand small changes they can make at home, and why they matter.

• Fairy’s #SwitchtoShort campaign in the UK encourages people to wash dishes more efficiently by switching their dishwashers to shorter cycles, and Fairy’s formulas are designed for faster action to deliver powerful cleaning. By moving from standard auto or normal cycles to short cycles (55 minutes or less), households can reduce the carbon footprint of running their dishwasher by up to 33%**—saving energy without compromising performance.

• The most significant environmental impact of the laundry process is the energy used to heat the water in your washing machine. Ariel launched “Turn to 30 Degrees” encouraging people to turn down the washing temperature from 40°C on your machine to 30°C or below, helping save energy and show that great cleaning results with Ariel don’t require hot water. Ariel is designed to work in cold water, making it simple for households to be more sustainable without tradeoffs in product performance or convenience. Tide also conducted a similar campaign called #TurntoCold.

Innovating for the Future

We’re applying the same mindset to solve for tomorrow’s growing challenges, like water scarcity, where about one-quarter of the world’s population face high water-stress annually according to the United Nations.

Through the 50L Home Coalition, we’re partnering to understand how smarter product innovation, appliances and home design can make water savings feel effortless.

In a recent Los Angeles pilot, households were retrofitted with efficient appliances and products that enabled more sustainable routines. Without reminders to “conserve” or a real-time savings dashboard, participants still used less than half the official LA average per person per day. Most participants also reported their daily routines became easier and more enjoyable.

Where we Go from Here

Through product innovation and brand communications, we’re finding opportunities to make habit change with our products easy and rewarding, helping create lasting change.