Unilever Sustainable Living Plan Progress Report 2011

24 Unilever Sustainable Living Plan Progress Report 2011
REDUcInG WATER In LAUnDRY AnD SHoWERS
redUce Water Use in
the laUndry Process
OUR TARGETS
We will reduce the water required
in the laundry process by:
4.2 Making easier rinsing products
more widely available.
4.3 Providing 50 million households
in water-scarce countries with
products that deliver excellent
cleaning but use less water
by 2020.
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OUR PERFORMANCE
in 2011 we launched surf one
rinse in the Philippines and
expanded the comfort one rinse
range in indonesia, thailand
and vietnam.
our one rinse products are now
used in 12.5 million households
worldwide, a 60% increase
on 2010.
In water-scarce countries, around 38%
of our domestic water footprint comes
from washing clothes. In many of these
markets people do their laundry by hand.
A few years ago we developed a fabric
conditioner called ‘one Rinse’. With this
product consumers only need one bucket
for rinsing out detergent residues rather
than three buckets, saving time, effort and
up to 30 litres of water per wash.
We increased the availability of singlerinse
products through the launch of new
variants as well as making them available
through more sales outlets.
The product has been successful.
After three years, comfort one Rinse
accounts for one-third of the fabric
conditioner market in Vietnam and a
fifth of the market in Indonesia.
The potential water saving is huge.
Around 500 billion litres of water would
be saved if all our laundry consumers in
Asia and South Africa used one Rinse,
and used it in the right way. Although
the potential is large, the use of these
products is still relatively small and we
have much to do to hit this target.
‘seeing is Believing’
ProMotes More
sUstainaBle haBits
When we launched comfort one Rinse
in Vietnam, people liked the product but
most stuck to their old habit of three
buckets for rinsing. TV commercials
created high awareness but did not
change behaviour. We found people
needed to see with their own eyes the
proof of washing out detergent residues
after just one rinse.
Using Unilever’s Five Levers for change
approach to behaviour change, we made it
easy for people to see that one rinse really
is all that is needed.
We ran ‘seeing is believing’
demonstrations on a massive scale –
even taking over the national Stadium in
Vietnam, which was seen by a broadcast
audience of 30 million people. This helped
to build confidence that the new way of
rinsing was enough to remove all residues
and showed the convenience in saving
time and water.
We have also used role models to
encourage adoption. In Indonesia we
employed celebrity TV presenter Rina
Gunawan to demonstrate the product’s
benefits and make it desirable to save
water. We even went so far as to create
a national ‘one Rinse Movement’
in partnership with
Indonesia’s national
Women’s Movement. This
involved training 95,000
women to become ‘Water
Warriors’ to encourage
good water saving habits in
their communities.
Quantitative studies in
Vietnam show we are
making some progress,
with an increasing number
of people cutting down
their water consumption.
redUce Water Use in
skin cleansing and
hair Washing
OUR TARGETS
4.4 By 2015 we intend to reach
200 million consumers with
products and tools that will help
them to use less water while
washing and showering. our goal
is to reach 400 million by 2020.
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OUR PERFORMANCE
We are making a start on
this target.
Around 44% of Unilever’s domestic
water footprint is associated with our
soaps, shower gels and shampoos.
So the largest gains will come from
people modifying their showering and
bathing habits.
We are struggling to make a dent in this
target. The starting point is to understand
current behaviour. To that end we have
initiated research in water-stressed
countries to understand behaviour and
what could motivate people to change.