This is the message from Tide in its recently launched campaign to remove carbon from laundry. The goal is for North American consumers to wash three out of four loads of laundry in cold rather than hot water by 2030, up from about half today. This will eliminate the energy consumption required to heat up the cold water.
Tide told CNN Business that if this goal is met, it will have the same impact on greenhouse gas emissions as removing nearly a million cars off the road for a year.
“There is no barter. You will save $ 150 a year in energy costs, and your clothes will last longer. And by the way, you are helping save the planet,” said Shalish Jigurikar, CEO of P&G fabrics and home care, said in an interview. “It’s a nice win for both sides if we get it right.”
“This will be the defining decade of when we end up on climate change,” said Jigurikar. “If we cannot control this situation in the coming years, we will pay the price. There is a need to act now.”
‘Consumers want to do something’
Besides focusing on washing with cold water, Tide has set a new target to cut greenhouse gas emissions in its factories in half by 2030. This is in addition to the progress it has already made in reducing emissions by three-quarters over the past decade as the brand adopting 100% renewable energy In its factories.
Tide also plans to reduce its carbon footprint by using 100% recyclable packaging for all products by 2030 and by collaborating with startup Silicon Valley Opus12 to capture carbon from its plants.
Jejurikar said P & G wants to reach zero emissions at its factories, but added that how people use Tide products has an impact ten times greater than what happens at its factories.
“More and more consumers want to do something. We are trying to give them a chance to take their normal daily actions and make them have an extraordinary effect,” said Jigurikar.
Instead of “preaching to people,” the P&G exec has described a “fun” marketing campaign that will feature wrestling legend “Stone Cold” Steve Austin and Ice-T rapper and actor.
Tide says cold water is just as effective
Tide plans to make its case clear by showing that the cleanser can beat bargain brands with warm water. The company is collaborating with Hanes to show that this is true even when washing underwear, shirts, and socks.
“We have amazing technologies across the board to ensure consumers don’t see a difference,” said Jigurikar.
Tide says its estimate of reducing greenhouse gases in the United States and Canada by switching to cold water is based on the more than 25 million loads of laundry carried out each year in the two countries.
“We are putting the full power of the marketing machine behind this,” said Jigurikar.