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Re-Imagineering the world we live in.
Clearly man did not build the world in an efficient way! If you would like to get some insight into how it was back then, try to imagine the world in 1849.
P&G was a small family owned soap and candle making business in Ohio, just 12 years old! There were no cars, planes, or motorbikes. The steam locomotive was the main means of long distance transportation.
Electricity was fairly new and the electric motor was only 20 years old.
In those days, just having the possibility of using these modern, man-made wonders was enough. In 1850 we began our journey, called the industrial revolution, of making these new inventions and ways to make life easier for man. Over the past 150 years, we have continued to produce more and more and more man-made stuff. To the point where we now find that there is no way to reintegrate this stuff back into the ecological cycle.
In the past few years it has come into much sharper focus for all of us that we have a definite problem and so we are turning our industrial expertise towards the issues of sustainability. It is clear we have too much stuff and have not thought out what we do with it when it is used up. Questions such as why do we do things the way we do, do we really need to do them the way we have always done them and how can we use less, recycle more and reuse are becoming driving forces to help us consume smarter.
In a very small, but significant way, this has been the driving thought behind our new CONSERVE Cleaner range.
The question we asked ourselves was why we need to ship water when it is readily available at almost all of the destinations where our cleaners need to be used in the industrialized world? In fact, we asked, why would we ship it using an inefficient distribution system of trucks when water is already very efficiently distributed via pipes!
Thinking this way lead us to a product solution that saves 87% of the shipping weight! Well that is only a small part of the story. In order to answer how we remove the water from our cleaner product, we had to find a new patented technology that would make this possible. It came in the form of a tablet that carries concentrated liquid. Now instead of just saving 87% of the water per bottle, our product allows us to ship one empty battle and 4 tablets, thus saving shipping 4 bottles of water or 1 gallon per product that we sell.
Imagine if all the cleaners that you bought were shipped this way. We would be saving billions of gallons of water from being shipped for no reason at all! That is the power of re-Imagineering versus just thinking green!
Clive Roux, CMO Baumgartens