Our client sells cleaning products in developing markets, where people suffer from water supply issues like poor quality, low pressure or intermittency. It asked Innovia to create new products that use significantly less water. In the context of sustainability, water and energy play together. But for water, quantity is often less important than quality.
We found many opportunities for consumers to manage contamination locally: simple steps to purify incoming streams or enable reuse. Pivotal to the work was our recognition that water saving alone does not motivate change; it must be accompanied by clear performance and/or experiential benefits appropriate to the culture.
We closely analysed behaviours, values, and the water footprint of different tasks associated with cleaning. From these foundations, we were able to create a series of product concepts that transform the user’s experience, many of which are being taken forward by our client.