BRUSSELS: Procter & Gamble is urging business leaders across the globe to use their considerable influence to persuade consumers to adopt more eco-friendly habits.

The company's western Europe president, Gianni Ciserani, cited last year's Ariel Cool Clean UK campaign, which suggested to consumers they could lower the temperature of washing machine water without compromising cleaning efficiency.

Ciserani told the European Business Summit the campaign encouraged more than five times as many customers than normal to switch to low-energy washing programmes.

In addition, he claimed, Ariel customers are now twice as likely as the average consumer to wash at a lower 30 degrees temperature (28% of customers in 2007 versus 13% of those using other brands).

Ciserani urged his peers to 'embrace' their responsibility and unite to help consumers adopt more environmentally sustainable behaviour.

Data sourced from Brand Republic (UK); additional content by WARC staff