Changing ingrained consumer behaviour is hard work, but lots of small changes can make a real difference.

A “cradle to grave” assessment of the environmental impact of Procter & Gamble’s Ariel washing products showed that the highest amount of energy used throughout the entire process was heating the water in the home. As Ariel’s washing technology was already suitable for low temperature washing, the company launched an international campaign to encourage users to wash at a low temperature.