Summary
Addressing the growing challenges of emerging pollutants by encouraging households to shift towards non‑toxic cleaning products and reduce harmful substances entering waterways through domestic wastewater.
The Challenge
Household cleaning products can introduce harmful chemicals into rivers, groundwater and wastewater systems. Changing consumer habits, product visibility, and awareness is essential to reducing this source of pollution.
This challenge aims to:
- Reduce quantities of harmful cleaning products entering waterways
- Encourage behaviour change around everyday cleaning habits
- Test alternative marketing and product placement to increase visibility of non‑harmful products
- Run consumer awareness campaigns on the impacts of harmful cleaning products and available alternatives
- Deliver a pilot project in Stockbridge (River Test)
Potential Impact
- Improved water quality and reduced risks to wildlife
- Better groundwater quality
- Increased accessibility and uptake of non‑toxic household products
Barriers to Progress
- Poor public knowledge of the issues
- Lack of information available at point of purchase
- Perceived performance of alternative products
- Insufficient marketing of safer alternatives
- Cost and availability of non‑toxic products
- Resistance or low engagement from retailers
Timeframe
Short–medium term (6–12 months)
Call to Action
Members are invited to:
- Submit ideas on effective awareness campaigns, product trials, or behaviour‑change approaches
- Comment with insights on marketing, retail placement, or consumer perceptions
- Endorse promising ideas contributed by others
- Join a project team in the next stage to pilot and evaluate cleaning‑product behaviour‑change initiatives in Stockbridge