Did you know that 90% of Americans want to live more sustainably, but only 11% consistently
do? As an industry, it’s important that we understand why. Supporting consumers’ desire to live sustainably will unlock new opportunities for growth and new solutions for the planet.
Most Americans think sustainable habits at home are too difficult (82%), too expensive (89%) and sacrifice product performance (73%). But what if making sustainable choices did not have to be hard? What if product innovation and industry partnership could provide consumers with the superior performance they expect and help them to easily reduce their environmental footprint?
As an industry, we know from science-based life cycle assessments that the best way to improve the environmental footprint of everyday products is by reducing the water and energy needed to do the job. But only 18% of consumers understand that reducing energy and water while doing laundry, dishes or showering can have the biggest impact.