Unilever and Procter & Gamble are leveraging their marketing and public relations clout and expertise to promote "green" washing. About 95% of shampoo's environmental footprint comes from the hot water used to wash hair, Unilever estimates, and shorter showers could have a big impact. "If these companies devote the same marketing, innovation and lobbying firepower to promoting more sustainable washing as they have done to selling long, hot showers ... the results could be huge," writes Sylvia Rowley.

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