P&G Takes on Water Risk — One Drop at a Time
In 2018, Cape Town, South Africa, was hurtling toward a doomsday scenario. City officials projected the city would run out of water on April 12, 2018, deemed "Day Zero."
The city managed to prevent Day Zero, but not without significant cutbacks in water usage. Some women even resorted to cutting their hair because it was too difficult to wash with water restrictions in place.
The city's drastic measures got the attention of Procter & Gamble. "Without innovation, this means a lot of compromise, like those women having to cut their hair," Virginie Helias, chief sustainability officer at P&G, told Supply Chain Dive.
The severe drought in Cape Town led to the development of Waterless, P&G's collection of hair care products requiring no water for use.