"Two-thirds of the global population will experience water stress by 2025," Fish said, appearing to cite UN data. "The water crisis and other environmental challenges will change the way people live and consume, which brings massive opportunities for innovation."
Part of P&G's answer to the problem is a new home and personal care brand called DS3, which currently has a campaign running on IndieGoGo. The label, spanning hand soap to shampoo and laundry detergent, is billed as "liquid-free" — meaning the products can work without water — and aims to eliminate "80% of the waste, 70% of the space and 75% of the emissions" that go into producing similar offerings, according to Fish.
"This technology could transform many product categories," Fish said.