Episode 73: Water Conservation with Ashley Fill (P&G)

Episode Intro Notes

Outline

• Why is water important?

• What do we mean when we say water conservation?

• Where is water used most often?

• How can water be conserved within its major use categories?

• How can water be conserved in our day-to-day lives?

• What does it mean to become a water positive company?

• Guest Interview with Ashley Fill, Director of Sustainability for North America Home Care at Procter & Gamble

Why Is water Important? 

• As you can imagine, water is a critical part of life on earth. H2O, while a simple chemical formula, is one of the base ingredients of life as we know it and is fundamental to so many environmental, chemical, and biological processes. Water helps sustain the ecosystems that humans, and all living things, rely on.

• Water is often cited as Earth's most abundant natural resource, and accordingly, it covers more of the planet than land. In fact about 71% of the Earth’s surface is water, and over 95% of the world’s water is stored in the oceans.

• Although water is a renewable resource, freshwater is only a small percent of the global water supply - about 2.5%. Freshwater is stored within glaciers and icecaps, in the ground, and in surface waters like lakes and rivers, but this water is not always easy to access or available for use. So in reality, of that 2.5% of global water supply that is freshwater, only a small percentage of that is surface water that can be accessed and used by humans - less than 1% of global water. 

• So, the reality is that water, while seemingly all around us, is scarce. 

• What’s more, water loss has a massive negative impact on biodiversity and nature. 

• Unfortunately, per the World Wildlife Fund (WWF), “about half of the world’s wetlands have been destroyed since 1900. Some of the most productive habitats on the planet, wetlands support high concentrations of animals—including mammals, birds, fish and invertebrates—and serve as nurseries for many of these species. Wetlands also support the cultivation of rice, a staple in the diet of half the world’s population.”

• Check out Episode 72 on Biodiversity for more on this topic.

• While we’ll learn more about the ways that humans use water later in the episode, it’s important to note upfront that since water is such an important resource, sound management and protection of freshwater sources is essential. 

• To drive this point home, water is consistently in demand, but often not readily available. 2020 data from UNICEF and the World Health Organization found that 1 out of every 4 people globally does not have access to safe drinking water and that 2.3 billion people lack access to basic hygiene services - meaning nearly a third of the global population doesn’t have access to safe, non-contaminated, drinking water when needed or facilities with soap and water in the home.

• As populations and demands for natural resources grow, water could become even more scarce. This growth in demand, coupled with the worsening impacts of climate change, like drought and changes in weather patterns, puts access to freshwater in danger for many people across the globe - even those of us who can easily access water today. 

• The World Meteorological Organization has done extensive research into the potential impacts of climate change and found that climate change increases the risk of water-related hazards. Meaning events like floods and droughts along with the risk of water scarcity will increase as the negative impacts of climate change increase. 

• The United Nations estimates that more than 5 billion people will face these types of basic water shortages by 2050 due to climate-related impacts on our global water resources. 

What do we Mean When we Say Water Conservation? 

• Since clean, freshwater is a scarce natural resource and there is potential for access to become even more limited, we need to think about the ways that we manage, use, and conserve water.

• So let’s zone in here on water conservation. As a general definition, water conservation is the sum of activities that are designed to reduce the demand for water, improve water efficiency, and reduce water waste. Like other environmental conservation efforts, the basis of these actions is rooted in the belief that all natural resources should be protected and managed responsibly. 

• In other words, water conservation is how we can more effectively preserve, control, and manage Earth’s limited water resources.  

Where is water used most often and how can water be conserved within these uses? 

• Water can be used for so many different purposes - directly, like cooking and drinking, and more indirectly within processes that make goods and services we need. We recognize that how water is used varies globally between regions and countries, but for simplicity and given data availability, we’re going to focus predominantly on how water is used in the United States.

• According to the U.S. Geological Survey, freshwater and salt water withdrawals in the U.S. in 2015 were approximately 322 billion gallons (1.22 trillion liters) each day. One source equated this to being enough water to fill the Empire State Building 1,163 times each day with water, which is a pretty astonishing statistic. So before diving into how we can conserve water, let’s just talk briefly about how such large volumes of water are being used .

• The US Geological Survey categorized use across eight different areas. So let’s break this down a little bit - here is where water is used most in the United States: 

• The top water user in the U.S. is Thermoelectric Power, accounting for 41.4% of all water withdrawals in the US. This water is used within the generation of electricity, mostly through steam driven turbines. Water is used at various stages of electricity production including cooling of the energy generating equipment, which heats as energy is released. Water is also used heavily in the extraction, production, processing, and refining of energy resources like coal, oil, and natural gas. 

• The next largest category within the US’ overall water use is irrigation. This category includes water that is used in agricultural practices like the direct watering of crops as well as in field preparations, harvesting, and other planting practices. 

• Agriculture is one of the most water intensive industries. We covered this extensively in Episode 71: Water and Agriculture.

• In that episode we mentioned that irrigated agriculture is the largest user of water on a global scale. So while only the second biggest category in the U.S., across the globe agriculture on average accounts for 70 percent of all freshwater withdrawals. Definitely listen back to Episode 71 for more information on water use in agriculture.

• The third largest water user in the U.S. is the public supply - and this is where us Definers can individually play a role. The public supply category accounts for 12% of the water withdrawn in the U.S. This covers things like domestic water use, as well as water used in pools, firefighting, water treatment facilities, and municipal buildings. 

• Data from the CDC reports that the average American uses 156 gallons/day. North Americans specifically use more water than any other country across the globe. Compare U.S. water usage to that of France at 77 gallons per day, and India at just 38 gallons/day.

• And if you’re interested in diving into more on how this water is delivered to our homes and elsewhere, check out Episode 21: Water Infrastructure.

• Fourth is Industrial use. This category accounts for 4.6% of U.S. water withdrawals. This water is used in the production and manufacture of goods and services that we need.

• Water use varies by industry, but some of the top water users in the industry category are: food, paper, chemicals, refined petroleum, and metals. 

• Rounding out the list, the last 5% of water use in the United states comes from a combination of aquaculture (2.3%) - water associated with the raising of water organisms (more on sustainable aquaculture in Episode 45), mining (1.2%) - water used in mineral extraction, the domestic water supply (1%) - water mainly from wells or private sources but used in residences,  and livestock uses (0.6%) - water associated with livestock and other farm operations. 

• As a bonus, the top five states that withdraw the most water are California, Texas, Idaho, Florida, and Arkansas.  

How can water be conserved within these categories?

• We just covered a lot about where and how we use water, but let’s now focus on water conservation. Specifically, how can we reduce the demand for water in these industries and reduce water waste? 

• As we covered water in agriculture extensively a few episodes back and we’ll get into personal water use towards the end of the episode -  let’s take the other categories we mentioned, industry and energy, and look at how water can be conserved in these areas. 

• Let’s start with the biggest water user - Energy.

• While a little dated, a November 2011 report titled “Freshwater Use by U.S. Power Plants: Electricity’s Thirst for a Precious Resource” from the Union of Concerned Scientists, was the first report that detailed power plant water use and related water stress. The group expanded on this research with its 2013 report “Water-Smart Power”, a deeper look into recommendations for the industry to make what they call “water-smart” choices. 

• Simply prioritizing more renewable and more efficient energy can reduce the demand for water. 2019 Research from Duke University suggests that by replacing coal facilities with gas or renewable energy can save billions of gallons of water within the industry.

• An interesting statistic from this research is that for each megawatt of electricity produced using natural gas instead of coal, the amount of water withdrawn from local sources is reduced by 10,500 gallons. 

• Technology also plays a major role in water conservation within the energy sector. Some technologies used to create energy are more water intensive than others.

• As we mentioned, most of the water used in power plants is for cooling. Therefore upgrading the cooling systems of these facilities with those that ease water stress could prove to be a big benefit. Simple water recirculation technology withdraws less water and Hybrid wet-dry cooling systems could be deployed more widely to minimize water use. 

• Mindfulness from the energy industry about which power plants to retrofit or retire, and what power plants to build are also critical here. Policy action and innovation that enable energy providers to opt for approaches that use less water, while also providing the same energy services, will be an important tool to address negative water impacts.
  

• Now let’s turn to Industry. We want to lead here by saying industrial water is used in so many different ways and water use can vary depending on the type of industry, the process, and the final product. There likely isn’t a one-size-fits-all solution to water conservation. However, there is a lot of work being done to better understand how and where water is used in the process to make better choices about where conservation is possible. 

• Before jumping to conservation, many companies need to understand where their water is coming from as a baseline measurement. After all, it is hard to manage something when you don’t know your current impacts. The first step in creating a water management plan, per the U.S. EPA, is “Meter/Measure/Manage”. This encourages industry to meter and measure the water used at their facilities to find water saving opportunities. They also encourage industry to take a deep look at their equipment to make sure there are no extensive water leaks or equipment malfunctions.

• The US Office of Energy Efficiency and Renewable Energy has identified best management practices for water efficiency. While this list was originally compiled as a reference for federal agencies to reference, these suggestions can be used in all industries and include suggestions like information and education programs about water use, water management planning, water-efficient landscaping, and cooling tower management.

• Additionally, water conservation measures like rainwater harvesting and the reuse of water within the building, called gray water, are two ways that water can be saved in buildings that house these industrial operations.

• Rainwater recovery systems capture rainwater and store it on site. This water can then be used to flush toilets, be used in cooling towers, or be used in landscaping. Collection of rainwater can reduce the demand on the public water supply and also prevents rainwater from becoming runoff.  

• Additionally, industrial facilities can look at their building design and construction. The US Green Building Council’s LEED program can help construction and building users incorporate water conservation into building construction and design. The LEED system provides guidelines for reducing water, rainwater management, water metering, and incorporates the use of non-potable water sources where they can be used.  

• Lastly, producers can optimize their products to not use as much water or need as much water during use. In fact, Procter & Gamble has made some impressive strides across their product portfolio to minimize water use. Some examples from household names you’ll recognize include:

• Dawn Powerwash uses spray-activated suds that eliminates the need for pre-rinse or soaking, saving each home up to 81 gallons of water per week.

• Swiffer WetJet cleans dirt and grime while saving up to 70 gallons of water per year compared to a mop and bucket. 

How can water be conserved in our day-to-day lives? 

• We’ve talked a lot about major water users like industry and energy, but you may be asking now, “what about my personal water use?” There are so many things we can do in our day-to-day lives to save water, and we can start by simply being mindful about how to use it. 

• Similar to getting an industry baseline, we can do an inventory of how we personally use water to inform our personal water strategy. Similar to a carbon footprint, a water footprint is an assessment of how water is used based on your own individual and household activities.

• In our water and agriculture episode, we mentioned watercalulator.org, a water footprinting tool. This tool is a super interesting resource where you can learn how your personal choices add up into water use. The tool is extra useful because it doesn’t just look at your direct uses of water, but also estimates your water use via what you buy, the food you eat, and your energy use. 

• Once you know a little bit more about how you use water, there are some actionable steps that you can take to minimize your water waste by being more efficient.

• Don’t know where to start to conserve your own household water? We’ll get into a few suggestions here, but one great online resource is the WaterSense program. This partnership program sponsored by the U.S. EPA is a label for water-efficient products like appliances and faucets, but is also an educational resource for individuals to learn about how they can conserve water.

• The WaterSense label is for products and services that are certified to use at least 20% less water and save energy while maintaining performance. 

• In fact, WaterSense program research shows the typical American family can save 13,000 gallons of water - and over $100 in water costs, each year just by replacing old toilets with WaterSense models.

• Hungry - or thirsty? - for more ways to save water? Let’s dive into 5 additional ways we can conserve water use in our daily lives.

1. One simple step that we likely have learned as kids is to simply turn off the water when you’re not using it  - while washing your hands, brushing your teeth, or washing dishes.

   • Average bathroom faucets use about 1.5 gallons per minute of water. So the average 2 minute tooth brushing session over a week can equate to over 21 gallons of water a week or over 1,000 gallons a year, mostly going down the drain while we’re busy actively brushing and not using the water.

   We can also limit the amount of time that we are in the shower - 17% of indoor residential water use comes from showering and bathing! While a long hot shower is nice, a 10 minute shower can use 25 gallons or more of water. Try timing yourself next time and seeing how long your showers are. Even just a few minutes shorter can save a lot of water - standard showerheads use 2.5 gallons of water each minute. So each minute you can cut off your shower time, you’re saving a lot of water over time! Having a low-flow shower head will further reduce water use in the shower by using no more than 2 gallons a minute. You’re also saving energy too!

2. Check for and repair leaks. In an average household, 10,000 gallons of water can be wasted each year due to leaks - that's equivalent to a nearly 7 hour shower - purely in leaks! Common leaks can be found from leaky valves, dripping faucets, and toilet flappers that need replacing. These simple fixes can help conserve water that you don’t even know that you are using.

3. When running your washing machine, only run full loads. This will maximize the efficiency of the water used in each cycle.

   • And don’t forget about our bonus episode on cold water laundry, a key way to save energy while doing your laundry.

   Lastly, you can save water outdoors by only watering plants when they really need it. Gardening experts also say that watering plants in the morning is better, not only for the plants to grow, but it is also the time of day where the sun isn’t at its peak. In the afternoons water is more likely to quickly evaporate, rather than going into the plant’s roots. 

   • For more on this topic check out episode 60 on sustainable landscaping. 

What does it mean to become a “water positive” company? 

• Let’s shift the focus from your tooth brushing habits back to company-wide water strategies (but still - don’t forget to floss) and the idea of a “water positive” company, While different companies have different definitions of what this term means, the main goal of a water positive pledge is to conserve natural water resources within a company’s operations and to help increase access to water supplies to those that need them. Mostly, being water positive means putting more water back into the places where you operate than what you use within your operations. 

• Many large companies have pledged to be “water positive” including Microsoft, Starbucks, Levi’s, and P&G. The companies have made some pretty bold commitments to conserve as much water as they can while returning water to the environment.

• P&G recently announced a strategy to build a water positive future. Through this they have a few overarching focus areas based on their “It’s Our Home” Movement: 

• Our Home: Reducing water use within operations. By 2030, P&G has a goal to increase water efficiency by 35% per unit of production from a 2010 baseline and seeks to recycle and reuse 5 billion liters of water in P&G facilities each year. 

• To do this, the company is working specifically with sites located in water-stressed areas to understand their local watersheds, create plans for action, and address key water challenges. 

• Additionally by 2030, they recently announced their goal to restore more water than is consumed at P&G manufacturing sites located in 18 water-stressed areas around the world.

• Your Home: 72% of people want to be more sustainable at home, but many consumers simply don’t know how to make more sustainable choices. To combat this barrier, P&G is working to create and share products, tools, and information that will help consumers use less water at home. Much of their new innovation is focused on making the more sustainable version of products the default option - like the Dawn and Cascade products we mentioned earlier.

• Home We Share: This focus area involves restoring water for people and nature in water stressed areas, responding to water challenges through innovation and partnerships, and providing clean drinking water to those in need

• One example of collaboration in this space is Cascade, a P&G homecare brand, that is partnering with the Bonneville Environmental Foundation on Change the Course, an initiative to restore and protect more than 2.6 billion gallons of water to rivers and wetlands across the United States and deliver water stewardship education.

• We’ll dive into P&G more with our guest, Ashley Fill, in just a little bit to learn more about how P&G is putting these ambitious goals into action!

• Another company example is Microsoft, the global technology company, which announced in 2020 a commitment to be water positive within their direct operations by 2030. They hope to do this in two main ways: reducing their water use within their operations and replenishing water within the regions they operate that are experiencing water stress. 

• As part of the strategy to meet these ambitious goals, Microsoft has plans to do some investments in projects like wetland restoration external to the organization, while also investing inside their operations to become more efficient with water use. Their newest campus in Silicon Valley, for example, has on-site rainwater collection and water treatment built in. This means that the campus is able to recycle its own rainwater and wastewater - potentially saving 4.3 million gallons of water a year.

Expert guest

• Becoming a water positive company is not an easy feat. So let’s switch gears and hear from Ashley Fill, Director of Sustainability for North America Home Care at P&G to learn more about how P&G is working on its water positive goals around manufacturing, their product offerings, and work on protecting and restoring water in nature.

• Ashley graduated from Queen’s University in Mechanical Engineering in 2016 and found her passion in business development and sustainability at P&G Canada. Within her current role, she manages a multi-million dollar portfolio of top brands including Swiffer and Mr. Clean. 

• Ashley is one of P&G’s few dedicated sustainability leaders and is also pursuing a Master’s in Sustainability Leadership at University of Cambridge in England. 

• In 2019, she was awarded the WWF Workplace Champion award, which recognizes one Canadian annually for exceptional initiative and perseverance to raise sustainability awareness and reduce their organization's footprint.

• She also was named to the GreenBiz 30 Under 30 in 2022.