In a speech to business leaders at the 6th annual European Business Summit, Ciserani said the success of the Ariel Cool Clean campaign, launched in the UK last year, demonstrated companies could produce eco-friendly products without compromising on performance.
According to P&G, Ariel's campaign encouraged more than five times as many customers than normal to switch to low-energy washing programmes, with Arial customers twice as likely as the average consumer to wash at a lower 30 degrees temperature (28% of Ariel customers in 2007 versus 13% of those using other brands).
Ciserani called on businesses to ‘embrace' their responsibility and work together with the aim of helping consumers on their journey towards adopting more sustainable behaviour.
P&G has already partnered the Energy Saving Trust in the UK, a body which encourages people to use energy efficiently and minimise their carbon footprint.
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