Detergent manufacturers can help alleviate and overcome some of the biggest challenges facing Earth, says Unilever CEO Paul Polman. Advocating for handwashing, sourcing sustainable materials and product innovation can all help, he said. Understanding local markets is key, according to Procter & Gamble CEO Bob McDonald. "Understanding the consumer and understanding her tension creates deep empathy that leads to insights to big ideas that can grow an industry. You have to know the consumer's culture and his language," he said.