• Brandweek, Friday, September 25, 2009 10:34 AM

Procter & Gamble's new "Future Friendly" program will provide conservation education to at least 50 million U.S. households next year, the company said at the annual Clinton Global Initiative conference in New York City. The multi-brand program is designed to inspire and educate consumers about making sustainable choices.

P&G also says it will place its "sustainable innovation products" in 30 million U.S. homes by the end of 2010. Pampers, for example, has a new diaper design that is 20% slimmer than before with no sacrifice in performance.

The company also has pledged to provide 4 billion liters of clean drinking water globally by 2012 through the "Children's Safe Drinking Water" program. It says the initiative will save nearly 20,000 lives and prevent an estimated 160 million days of diarrheal illness.

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