Tide Newsroom

P&G Teams with the Alliance to Save Energy to Educate Public on Benefits of Cold Water Washing

Partnership to Promote Energy Savings and CO2 Reductions from Change in Laundry Habits


Tuesday, February 14, 2012 9:24 am EST



Public Company Information:

"Convincing consumers of the benefits of these habit changes is key because there is a tremendous power in the collective actions of these households."

CINCINNATI--(BUSINESS WIRE)--The Procter & Gamble Company (NYSE:PG) today announced a strategic partnership with the Alliance to Save Energy (the Alliance), a nonprofit organization that promotes energy efficiency worldwide through research, education and advocacy, to publicize the environmental and energy savings benefits of washing laundry in cold water. Through this agreement, the Alliance will work with P&G’s natural resource education initiative, Future Friendly, to provide consumers with the information they need to convert from hot/warm water washing habits to cold water washing.

"Energy efficiency doesn't always require huge investments or new equipment, but it often requires education," said Kateri Callahan, Alliance to Save Energy President. "If we can overcome consumer barriers to cold water washing, consumers would find it easy to be more energy efficient and to reduce their home energy bills. With just the switch of a dial, cold water washing is one of the simplest ways to save energy and money and benefit the environment.”

The heating of water is a major use of energy in a typical American household. When doing laundry, heating water can account for up to 80 percent of the energy used per wash load in the U.S. By moving to cold water, Americans could reduce CO2 emissions by up to 11 million metric tons annually. However, a major barrier to adopting cold water washing habits in the U.S. is the consumer worry that washing in cold will not clean as effectively as warm/hot water. To combat this notion, P&G’s Tide Coldwater detergent, which is specially formulated to perform optimally in cold water, will be showcased as part of P&G's ongoing efforts to convert consumers to cold water washing.

P&G Future Friendly will work with the Alliance as part of an Earth Day-focused campaign that encourages consumers to change their laundry habits for the better. Featuring a Facebook sweepstakes, pop-up events and media activities, the campaign will utilize Alliance-provided data and consumer-friendly language to illustrate the environmental benefits of cold water washing and drive consumer action.

“We look forward to working with the Alliance to Save Energy to showcase how little acts like switching to cold water washing can create enormous benefits for the environment," said Len Sauers, P&G VP of Global Sustainability. "Convincing consumers of the benefits of these habit changes is key because there is a tremendous power in the collective actions of these households.”

At the 2011 Clinton Global Initiative annual meeting, P&G and its Tide brand committed to reaching 100 million U.S. households by Earth Day 2013 with educational information highlighting the energy savings and CO2 reduction benefits of cold water washing. This effort will help P&G realize its stated sustainability goal of converting 70 percent of the world’s wash loads from warm/hot water washing to cold by 2020. For more information on P&G’s environmental vision and commitment to sustainability, visit: www.pg.com/sustainability.

About the Alliance to Save Energy

The Alliance to Save Energy is a coalition of prominent business, government, environmental, and consumer leaders who promote the efficient and clean use of energy worldwide to benefit consumers, the environment, the economy and national security. For more information see http://www.ase.org.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and AmbiPur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50167502&lang=en


P&G Media
Glenn Williams, +1-513-983-1920
P&G External Relations
Citizen Paine for P&G
Maggie Habib, +1-213-996-3770
Alliance to Save Energy Media
Ronnie Kweller, +1-202-530-2203
Director, Media Relations

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