Sep 18, 2012

'Showerpooling' Campaign Promotes Water Conservation

New survey reveals the good, bad and dirty about showering habits in the U.S.

AXE Unilever Water Conservation Educational

A recent survey conducted by AXE found the average shower taken by 18 to 24 year olds in the U.S. lasts more than 17 minutes, a full nine minutes longer than the optimum shower time recommended to conserve water. While generally not top-of-mind, people's water use habits play a big role in determining their personal environmental footprints. AXE Shower is launching "Showerpooling," a campaign to educate people on the importance of water conservation in the U.S. and how everyone can save water by taking small actions in their everyday lives. 

The Showerpooling campaign encourages everyone to make sustainable living routine, have fun while doing it and recruit their friends to join in on the action. The campaign includes tongue-in-cheek animated videos narrated by AXE ambassador and actress Nikki Reed (Twilight, Empire State), an online pledge to save water and a campus tour through which AXE will distribute 7,000 water-efficient Delta showerheads with H2Okinetic technology. AXE Shower also is donating $100,000 to the Alliance for Water Efficiency, a nonprofit organization dedicated to the efficient and sustainable use of water, to fund conservation research projects and provide technical support to water-stressed cities.

"Seventy percent of the Earth's surface is covered by water, but less than 1% of this is available for human use," said Mary Ann Dickinson, president and CEO of the Alliance for Water Efficiency. "Water supplies are finite and it's crucial that young people are educated about this issue so we can work to conserve this precious resource."

To better understand 18- to 24-year-olds' water consumption habits, AXE surveyed more than 1,900 people across the country.

The good news is that many are already actively saving water:

  • Sixty-five percent already have or want to install a water-efficient showerhead, which can use 20% to 35% less water than an industry standard showerhead;
  • Sixty-four percent rarely or never keep the water running while brushing their teeth, which can save 8 gal per day;
  • The survey results revealed that there is also much room for improvement, as just 1% of people keep their showers to the optimum length of five minutes or less. In fact, 40% of respondents said they spend more than 20 minutes per shower.

"AXE users and fans are passionate about environmental issues, including water conservation," said Rob Candelino, vice president of Unilever's U.S. Skincare business. "We're thrilled to be giving these guys and girls a chance to take action on a cause that is extremely important now and will be to future generations as well."