This article is sponsored by P&G.
At Tide, we want to do more than clean clothes. We want every load of laundry to do a load of good. Cue Ambition 2030, our sustainability and purpose-driven strategy to help people and the planet, centered around a journey to decarbonize laundry while supporting communities impacted by climate change.
Our mission at P&G is to be a force for good and for growth so sustainability and social good have always been part of our business strategy. But we also recognize that today’s pressing global challenges — from climate change to water scarcity and plastic waste — require all of us to do more. As Tide reflects on 75 years as a brand and looks toward the next 75 years and beyond, we’re deepening our efforts to protect the planet and uplift the communities we serve in times of need.
Decarbonizing laundry to help the planet
To decrease our total carbon footprint, we’re on a journey to decarbonize laundry at every step — from design, manufacturing and distribution to consumer use and end-of-life.
We’ve set clear targets for the next decade to reduce greenhouse gas (GHG) emissions across the value chain — a process that begins in our own operations.
In manufacturing, we’ll cut GHG emissions by half, employing a variety of tactics, including exploring carbon capture technology to reduce the carbon intensity of our ingredients.
For the Tide product itself, our goals include developing lighter products that are more efficient to ship, delivered in packaging that uses 50 percent less virgin plastic.
When the consumer brings that product home to their laundry room, we want to play a role there, too. By 2030, we aim to turn three in four loads of laundry in the U.S. and Canada to cold water by engaging consumers to rethink their laundry routines.
Why we want people to turn to cold
In the U.S. and Canada, we do 25 billion loads of laundry each year. That’s a lot of laundry, and little actions all add up.
Today, over two-thirds of all GHG emissions in the laundry lifecycle occur during the consumer-use phase, driven primarily by the energy required to heat the water while doing laundry. Turning to cold is a simple action with the potential for massive impact. If three out of four loads of laundry in the U.S. and Canada are done in cold by 2030, we can reduce GHG emissions by an amount equivalent to removing about a million cars from the road for a year. Over the decade, there’s the potential to reduce GHG emissions by a cumulative 27 million metric tons.
Consumers who turn to cold can feel good about making an environmentally friendly choice while maintaining confidence in the cleaning performance of Tide. We know that if a consumer finds the product has not cleaned to their expectations on the first attempt, they’ll run a second or even third wash, using more energy, water and product. This is in direct opposition to what we’re trying to do. That’s why we’ve worked hard for over two decades to crack the "cold code," developing a formula to deliver superior performance in cold water.
Washing in cold with Tide provides a better overall wash experience, including better color protection, increased clothing longevity and fewer wrinkles. It’s better for the environment and also saves money on your energy bill. It’s a win-win-win that we can all rally around.
Spreading the cold message
We get it. Most people don’t think much about their household chores. To engage consumers around rethinking their laundry routine, we’re going big with our cold water message by investing in a wide-reaching multi-media education and awareness campaign to share the myriad benefits of washing in cold with Tide; central to the campaign is a humorous suite of television ads featuring familiar faces such as “Law & Order SVU” star and Grammy winner Ice-T and WWE legend Stone Cold Steve Austin as "cold callers," calling upon other celebrities and consumers to turn to cold.
We recognize that changing laundry behaviors that have been ingrained for decades won’t be easy, which is why we’re doubling down on efforts by partnering with Hanes, sharing the cold water call to action on Hanes packaging and across marketing channels; and spreading the word that even your "torture-test" garments such as underwear, socks and T-shirts can be effectively washed in cold with Tide.
Helping people in need
As we work to reduce our climate impact across our lifecycle, we’re extending our reach significantly to communities in times of need — particularly those affected by climate change as natural disasters continue to worsen.
Since Hurricane Katrina 15 years ago, Tide Loads of Hope has helped provide free laundry service to more than 90,000 families across the U.S. In 2020, Tide grew the Loads of Hope program to ease the burden on COVID-19 first responders. By engaging Tide Cleaners locations, we were able to support over 100,000 COVID-19 first responder visits and cleaned nearly 2 million garments.
Now we are multiplying our efforts. Over the next 10 years, Tide Loads of Hope will expand tenfold, providing clean clothes to millions of people in times of need.
Certainly, there is much more work to be done, but at P&G Fabric Care, we’re optimistic about what the future holds if we continue to work collaboratively with other businesses and consumers to reach shared goals. Together, we can do a load of good. Join us in turning to cold.