Consumer Behavior Change Innovation & Technology

Water and Climate:
The Business Imperative to Change Behavior

While it can feel overwhelming to see how much our actions impact the Earth, we still have a small window of opportunity. And by changing how we consume, store and distribute water, the water sector alone could eliminate 10% of global GHG emissions.

Sponsored Content | / This article is sponsored by Kohler | By Kohler | Published 3 years ago | About a 4 minute read

Image: PNW Production/Pexels

All eyes are on COP26, where countries and corporations are committing to further curb emissions. While the focus on greenhouse gases (GHG) is paramount to tackling the climate crisis, it’s important to remember how the changing climate is actually affecting our world. With temperatures rising, we are seeing severe weather patterns take a significant toll on our water resources. From depleted reservoirs in the Southwest US to extreme rainfall in Europe, climate change is shrinking and contaminating water supplies for millions of people around the world and reducing the ability to adequately grow food. The depleting water supply is also causing widespread disease due to lack of safe drinking water and poor sanitation. As of today, 14 of 20 of the world’s largest cities experience water scarcity, and two-thirds of the global population is projected to live in water-stressed areas by 2025.

We can no longer deny that our actions are hurting the planet

When the world went into lockdown due to COVID-19, there were visible improvements in the environment around us. Pollution lifted; and in many parts of the world, the air became cleaner and clearer for the first time in recent memory. Since the world began reopening, pollution levels have also started to rise again — along with the certainty that our everyday actions are negatively impacting the planet’s health. While it can feel overwhelming to see how much our actions are impacting Earth, we still have a small window of opportunity. It’s time to capitalize on this new, collective consciousness to change behaviors that can lead to a better planet.

Globally, we consume 4 trillion cubic meters of water per year. On average in the US, water use at home (water from the tap, toilet, dishwasher, etc) averages roughly 138 gallons per household per day, or 60 gallons per person per day (around 522L per household and 227L per day). Additionally, heated water accounts for 19 percent of household GHG emissions. These eye-opening numbers call for more focused efforts on water use and water conservation. For example, by changing how we consume, store and distribute water, the water sector alone could eliminate 10 percent of global GHG emissions, according to CDP.

Changing behavior without forcing behavior

According to a recent Barron’s study, two-thirds of North Americans prefer to buy eco-friendly products. Harvard Business Review also indicates that most US consumers are willing to pay more for sustainable products. While these findings are admirable, it's up to companies, including Kohler, to make it easier to for consumers to choose better. That’s why we are focused on developing kitchen and bath products such as EPA-approved, WaterSense®-labeled toilets, showerheads and faucets that are not only beautifully designed and deliver stellar consumer experiences, but also reduce water and energy. The mission to develop products that are both beautiful and better for the environment is why Kohler began our in-house incubator, Innovation for Good (IfG). Started over a decade ago, IfG provides an opportunity for Kohler associates to innovate with a social purpose. Over the past four years, it has evolved into a formal business unit that hosts the annual I-Prize — an internal, Shark Tank-style innovation competition that produces viable solutions to pressing issues such as water conservation, hygiene and reducing GHG emissions. As of this year, more than 81 ideas have been generated, 2 ideas have been mainstreamed into the business, 3 projects are currently in the incubation phase, and over 14,000 lives have been positively impacted.

Circularity by Design: How to Influence Sustainable Consumer Behaviors

Join us Thursday, December 5, at 1pm ET for a free webinar on making circular behaviors the easy choice! Nudge & behavioral design expert Sille Krukow will explore the power of Consumer Behavior Design to drive circular decision-making and encourage behaviors including recycling and using take-back services. She will share key insights on consumer psychology, behavior design related to in-store and on-pack experiences, and how small changes in the environment can help make it easy for consumers to choose circularity.

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But, in order to significantly reduce household water use, more drastic measures are needed. That’s why Kohler became a founding member of the 50L Home Coalition — a global, action-oriented platform that’s working to develop solutions that could reduce water consumption in the home to 50 liters per person per day.

While Kohler is relentless about innovation, we know that to develop water-saving products people will buy and use, we must continue to deliver on performance, design and experience. Although the thought of reducing our individual daily water use to 50 liters per person per day may seem like a daunting task, we at Kohler believe that this can be achieved through a collective commitment to innovation in technology and innovation in policy frameworks needed to implement these solutions. By changing how we approach water challenges, solutions will not only come — they will have an everlasting impact resulting in better lives, better communities and a better future.