Client: Procter & Gamble

Establishing Sustainable Consumption as the New Industry Norm

FMCG, product design, sustainability

Challenge

The FMCG industry is defined by shifting consumer demands, intense competition, and high expectations around convenience, quality, and value. Increasingly, consumers are also calling for sustainable practices—demanding transparency in sourcing, reduced packaging waste, and eco-friendly product choices.

Procter & Gamble (P&G), one of the world’s leading FMCG companies, has committed to achieving net-zero greenhouse gas emissions across operations and supply chains by 2040. A critical element of this ambition is reducing packaging waste and enabling more sustainable consumption. The challenge was clear: how to design product and in-store experiences that nudge consumers toward refillable personal care products—making sustainable behavior the easy, preferred choice.

“The behavior change solutions developed by Krukow created a foundation upon which we can increase conversion and increase sales to sustainable products moving forward.”

Emily Overton, R&D Vice President Hair Care at Procter & Gamble

Approach

Together with Krukow, P&G set out to develop new industry standards for sustainable product adoption. The collaboration focused on three core in-store interventions:

Point of sale materials – Engaging and guiding consumers at the decision point.
Space management – Increasing visibility and awareness of refillable options.
Digital prompts – Supporting consumers in building sustainable usage habits.

By integrating behavioral insights into packaging design, in-store displays, and digital touchpoints, the solutions aimed to normalize refillable consumption and build long-term brand preference.

Solution

P&G introduced refillable personal care products supported by intuitive, behavior-led design interventions:

Refill pouches using up to 70% less plastic than traditional bottles.
In-store nudges that increased visibility and reduced friction in choosing sustainable options.
Digital cues and prompts to help consumers sustain new routines over time.

The solutions were designed to not only reduce environmental impact but also enhance the consumer experience—aligning sustainability with convenience and value.

Impact – The project created measurable change in three key ways:

Reduction of single-use plastics

Driving a shift from traditional bottles to refill systems.

Enhanced customer satisfaction

Meeting demand for easy-to-adapt, sustainable solutions.

Long-term brand loyalty

Building trust with eco-conscious consumers through visible, credible action.

Conclusion

By embedding behavioral design into packaging and retail environments, P&G is not only reducing plastic waste but also shaping the future of FMCG consumption. The project demonstrates how sustainability, consumer preferences, and commercial growth can be aligned—establishing sustainable consumption as the new industry norm.