This text is sponsored by Procter & Gamble.

Whereas corporations work to scale back their environmental impacts, additionally they ought to design their merchandise to assist remedy shoppers’ challenges in a extra sustainable manner.

A shopper problem will be outlined as a “job-to-be-done,” which is solely an issue individuals are attempting to unravel. From this attitude, merchandise aren’t simply issues folks purchase, but additionally one thing they “rent” to unravel their drawback. 

That is essential as a result of there’s a nice alternative to scale back the environmental influence of a product’s use phases. That is much more vital when such merchandise require water and vitality, reminiscent of showering, doing laundry or washing dishes. Whereas it’s vital that corporations proceed to scale back their very own operational and provide chain footprints, merchandise even have an essential function to play within the creation of sustainable habits at residence. Client insights shed mild into how model affect and product innovation can encourage new behaviors.  

By creating merchandise that carry out properly and are higher for folks and the planet, this helps the patron full their job extra simply, and helps to scale back the corresponding environmental influence. Growing an answer that may ship efficiency for folks and planet requires a deep understanding of how an individual makes use of a given product and their surrounding atmosphere. 

The next outlines how Procter and Gamble (P&G) applies shopper insights to scale back the environmental influence of dishwashing utilizing a three-principal strategy. First, P&G research how folks use the product via understanding their surrounding atmosphere; second, develops a deeper understanding of why sure behaviors exist; and eventually, leverages the insights within the product design. 

1. Zoom out to know the total image of the atmosphere the patron is in

As P&G creates each dish cleaning soap and dishwasher detergent, we examine handwashing and auto-washing habits. It’s essential to place ourselves within the sneakers of shoppers to know what’s taking place within the kitchen and why in order that we are able to outline the job to be carried out and drawback to be solved. That data, powered by extra shopper insights, informs the product necessities for our innovation. 

Some shopper behaviors we examine embody: How typically is the sink operating? How lengthy do the dishes sit there? What number of dishes are washed by hand? What temperature is the water? How a lot water is used? What number of dishes are put into the dishwasher? 

These questions and extra allow a greater understanding of behaviors that use water and vitality within the kitchen.  

2. Perceive how folks really feel in regards to the job to get to the basis of their conduct

Washing dishes is a chore and usually folks need it carried out quick and conveniently. Many busy folks state that they really feel overwhelmed by the sight of a full sink of soiled dishes. Individuals then undertake compensating behaviors that they assume will assist them get the job carried out extra effectively. Some examples:

• Holding the tap operating as a way to save time, leading to important water and vitality use;
• Soaking dishes to shave off time scrubbing;
• Cleansing dishes on an ongoing foundation to stop stuck-on messes versus doing all of them on the finish;
• Rising the water temperature to assist dishes dry quicker, leading to elevated vitality use; and,
• Washing dishes earlier than loading them as a result of they don’t imagine the dishwasher will get them clear, leading to wasted water and vitality.

Understanding the why behind the actions — on this case a need for effectivity mixed with a mistrust of dishwashers — provides R&D groups concepts for brand spanking new options that foster extra sustainable habits. 

3. Leverage insights to design merchandise for efficiency for folks and planet

With an understanding of individuals’s behaviors and the motivation behind them, P&G can then design merchandise to assist shift habits whereas delivering in opposition to the job to be carried out. On this case, the job is quick and efficient dish cleansing that avoids useful resource intensive compensating behaviors. 

By a examine of dishwashing habits and the water and vitality used, P&G R&D decided that dishwashers needs to be the most well-liked selection to scale back environmental influence throughout the product use section. All it takes is eight dishes washed by hand to make use of the identical quantity of water and vitality {that a} dishwasher makes use of. Utilizing a dishwasher, folks can save 100 gallons every week.  

By understanding shopper limitations to dishwasher utilization, P&G R&D groups optimized the chemistry in Cascade Platinum Plus dishwashing pods to scrub dishes higher and get rid of the necessity for pre-washing or re-washing. The answer conserves assets and helps save time by avoiding soaking or pre-rinsing — folks scrape the dish off and instantly load it in. 

Whereas dishwashers supply probably the most sustainability advantages over hand washing, some folks don’t have them. Daybreak Powerwash was developed to scale back water and vitality use for those who hand wash their dishes. The R&D staff simplified the expertise by avoiding water on the onset of cleansing dishes. The end result: refillable packaging and formulation designed to launch suds with out the necessity for water to activate them.

Making dishwashing a quicker and simpler chore can even encourage additional sustainable behavior adoption, reminiscent of cooking and consuming extra at residence.

Innovating a superior and sustainable product 

Client manufacturers have a accountability to determine the place influence will be made and the place they will step in to innovate, resulting in a superior and sustainable product that delivers added worth. 

A science-based strategy is essential as a result of it exhibits the place the largest enchancment for the atmosphere will be made. A consumer-inspired product is equally essential as a result of it ends in a happy shopper when operate and expertise is delivered. The 2 should be merged for a holistic proposition that individuals wish to purchase.

When carried out proper, the result’s one thing we are able to all get behind: merchandise that delight, allow higher habits and cut back environmental footprints at residence.