Managing innovation has resulted in significant behavior change among consumers. In the UK, 17% of households now wash at 30 degrees, up from 2% in a similar 2002 survey. Further, 27% of all Ariel users washed at 30 degrees in 2007, twice the average of other leading brands.

The shift toward lower washing temperatures has brought substantial benefits to the environment. According to statistics calculated and validated by The Energy Saving Trust, 58000 metric tons of CO2 emissions have been prevented, saving 403,200 GJ of energy – enough energy to light 2,500 UK villages.

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