New consumer website encourages Canadians to 'concentrate on the future'



    Concentrateonthefuture.ca provides information on more sustainable
    laundry choices

    TORONTO, Jan. 28 /CNW/ - Research has revealed that the environment is a
priority for the majority of Canadians. But for busy consumers, it's sometimes
difficult to find simple ways to make a difference. A new Canadian website,
concentrateonthefuture.ca, provides some simple solutions that people can
implement while doing an everyday household task - their laundry.
    The website is part of a national education campaign to educate consumers
on the environmental benefits of choosing concentrated liquid laundry
products. Two or three times smaller than original containers, concentrated
liquid laundry products provide cleaning power with the same number of loads
as before but in smaller packages. Also, these products require less material
to make and take up less space in shipping containers meaning a reduction in
energy used in manufacturing and transportation. Finally, concentrated laundry
products contain less water in each bottle so less water is used in
manufacturing.
    According to a 2007 Ipsos Reid survey, when purchasing liquid laundry
detergent, 71 per cent of Canadians consider reducing overall packaging waste
as the number one environmental issue. Despite this, only 39 per cent are
currently using concentrated liquid laundry detergent.(*)
    Concentrateonthefuture.ca is supported by a multi-stakeholder consortium
comprising organizations at every point in the laundry detergent life cycle -
from manufacturing to use to recycling. Partners include: Canadian Consumer
Specialty Products Association, Canadian Energy Efficiency Alliance, Canadian
Federation of Independent Grocers, Packaging Association of Canada, Retail
Council of Canada and the Soap and Detergent Association of Canada.
    "Canadians want to reduce packaging waste," says Shannon Coombs,
president, Canadian Consumer Specialty Products Association. "The 2X and 3X
concentrated liquid laundry products provide that option. Our members want to
inform consumers that, by making a small change in their laundry habits, they
can have an impact on our environment."
    According to Jim Downham, President and CEO, Packaging Association of
Canada, the benefits of switching to concentrated liquid laundry product are
substantial: "Smaller containers are easier to carry, pour and store and
there's less packaging in the recycling bin."
    "From a retail perspective, it is important for us to respond to the
demands of environmentally-conscious consumers," says Retail Council of Canada
President and CEO Diane J. Brisebois. "We also need to educate and encourage
Canadians to make more sustainable purchasing decisions when they are shopping
in our stores."
    The website is launching after an extensive consultation outreach
initiative to stakeholders in the areas of manufacturing, retail, consumer
interest, waste management and transportation. An important theme of the
consultations was the need to educate consumers on the environmental benefits
of concentrated laundry products so they can make informed decisions when
shopping.
    P&G Canada provided initial support for this consumer education campaign,
as part of a broader industry commitment to work towards a sustainable future
for Canadians by providing safe and beneficial products that improve their
lives every day.
    For more information, visit www.concentrateonthefuture.ca.

    (*) These are the findings of an Ipsos Reid poll conducted on behalf of
    Compaction from June 21 to 25, 2007. For the survey, a representative
    randomly selected sample of 1240 Canadian adults, who are also principal
    grocery shoppers in their homes, was interviewed online. With a sample of
    this size, the results are considered accurate to within
    +/-2.8 percentage points, 19 times out of 20, of what they would have
    been had the entire adult population between the ages of 25 to 54 and who
    are also the primary grocery shopper in their homes been polled. The
    margin of error will be larger within regions and for other sub-groupings
    of the survey population.





For further information:

For further information: Media contacts: Louise Armstrong, Maximilian
Nchama, Palette Public Relations, (416) 703-9859 x 12, 17

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