Uploaded April 2026 | Updated September 2026, 2 weeks ago
Homes today use 150 to 200 liters of water per person per day – some as high as 500. Frantz Beznik, P&G’s R&D Director and Global Head of Sustainable Innovation, is working to bring that number below 50, without compromising the living experience. In a pilot across 15 homes in Los Angeles, his team delivered 87 liters per day per person – less than half the city average.
Featuring:
• Frantz Beznik, R&D Senior Director, Global Head of Sustainable Innovation – P&G
• Inge De Backer, Corporate Communications Director – P&G Europe
• Guillaume Levasseur, Senior Machine Learning Scientist – P&G
Water is at the center of how P&G products are used. 70% of P&G’s products require water in the home and 84% of the company’s total greenhouse gas footprint comes from hot water heated by the five billion consumers it serves. That connection between product use, energy consumption, and climate impact is what drives the 50 Liter Home Project – a coalition bringing together partners across the home value chain to redesign how households consume water, without asking consumers to sacrifice comfort or performance.
At P&G’s Brussels Innovation Center, Frantz and AI scientist Guillaume Levasseur show how granular water measurement works. A device strapped around a standard water meter makes it smart, transmitting flow data to the cloud via Wi-Fi. Guillaume’s machine learning models then disaggregate those spikes into jobs to be done – showers, dishwashing, laundry, toilet flushes – revealing exactly where water and energy go inside a household. That science powered the Los Angeles pilot, where 15 homes were wired with sensors and equipped with P&G products designed to deliver superior results with less hot water. The outcome: 87 liters per day per person, versus a Los Angeles average of approximately 180, and consumers who preferred their new habits.
In the consumer lab kitchen, Frantz demonstrates another innovation: the Dawn Power Wash/Fairy Skip the Soak sprayer replaces scrubbing with hot water and a sponge. Spray the product, let it work, and rinse with cold water only. The pan comes out clean, the hot water stays off, and the habit is more convenient than the one it replaced. That is what Frantz calls making sustainable irresistible – the idea that led to P&G’s "irresistible superiority that is more sustainable" framework. If the product experience is better, consumers adopt it at scale. If it also saves water and energy, the environmental impact follows.
Frantz applies the same logic at home. His own household has dropped from 124 to 82 liters per day per person, with a recycling shower planned to push below 50.
The next step for the team is a UK pilot that will test European product equivalents and add a new lens: cost. A specially designed device at the faucet shows consumers in real time what their hot water is costing them – rolling like a petrol station meter. From lab to living room, from Los Angeles to the UK, P&G's water innovation is citizenship in real life – showing the people behind the commitments.
What you’ll learn:
– What the 50 Liter Home Project is and how P&G is part of the coalition
– Why 84% of P&G’s greenhouse gas footprint comes from hot water in consumer homes
– How AI and smart water meters disaggregate household water use into actionable data
– What the Los Angeles pilot achieved: 87 liters per day per person across 15 homes
– How the Dawn Power Wash sprayer eliminates hot water from dishwashing
– What "making sustainable irresistible" means in practice for P&G’s product innovation
Chapters:
00:00 Water Use Today: 150 to 500 liters per person per day
00:28 Meet Frantz Beznik, Global Head of Sustainable Innovation
01:04 The 50 Liter Home Project: better living with less water
01:33 Water, Energy, and P&G’s Greenhouse Gas Footprint
02:03 The 50 L Home Coalition: public and private partners for systems change
03:03 Frantz’s Home: From 124 to 82 liters per day
04:03 Irresistible Superiority that is more sustainable
05:08 Inside the Brussels Consumer Lab with Guillaume Levasseur
05:46 Smart water meters and AI: following water to follow the consumer
06:37 Los Angeles Pilot: 15 homes at 87 liters per day
07:13 Dawn Power Wash: cold water, clean pan, no hot water
07:39 What’s next: UK pilot and the cost of hot water
#PGSustainability #50LiterHome #StoriesOnTheMove #WaterInnovation
Homes today use 150 to 200 liters of water per person per day – some as high as 500. Frantz Beznik, P&G’s R&D Director and Global Head of Sustainable Innovation, is working to bring that number below 50, without compromising the living experience. In a pilot across 15 homes in Los Angeles, his team delivered 87 liters per day per person – less than half the city average.
Featuring:
• Frantz Beznik, R&D Senior Director, Global Head of Sustainable Innovation – P&G
• Inge De Backer, Corporate Communications Director – P&G Europe
• Guillaume Levasseur, Senior Machine Learning Scientist – P&G
Water is at the center of how P&G products are used. 70% of P&G’s products require water in the home and 84% of the company’s total greenhouse gas footprint comes from hot water heated by the five billion consumers it serves. That connection between product use, energy consumption, and climate impact is what drives the 50 Liter Home Project – a coalition bringing together partners across the home value chain to redesign how households consume water, without asking consumers to sacrifice comfort or performance.
At P&G’s Brussels Innovation Center, Frantz and AI scientist Guillaume Levasseur show how granular water measurement works. A device strapped around a standard water meter makes it smart, transmitting flow data to the cloud via Wi-Fi. Guillaume’s machine learning models then disaggregate those spikes into jobs to be done – showers, dishwashing, laundry, toilet flushes – revealing exactly where water and energy go inside a household. That science powered the Los Angeles pilot, where 15 homes were wired with sensors and equipped with P&G products designed to deliver superior results with less hot water. The outcome: 87 liters per day per person, versus a Los Angeles average of approximately 180, and consumers who preferred their new habits.
In the consumer lab kitchen, Frantz demonstrates another innovation: the Dawn Power Wash/Fairy Skip the Soak sprayer replaces scrubbing with hot water and a sponge. Spray the product, let it work, and rinse with cold water only. The pan comes out clean, the hot water stays off, and the habit is more convenient than the one it replaced. That is what Frantz calls making sustainable irresistible – the idea that led to P&G’s "irresistible superiority that is more sustainable" framework. If the product experience is better, consumers adopt it at scale. If it also saves water and energy, the environmental impact follows.
Frantz applies the same logic at home. His own household has dropped from 124 to 82 liters per day per person, with a recycling shower planned to push below 50.
The next step for the team is a UK pilot that will test European product equivalents and add a new lens: cost. A specially designed device at the faucet shows consumers in real time what their hot water is costing them – rolling like a petrol station meter. From lab to living room, from Los Angeles to the UK, P&G's water innovation is citizenship in real life – showing the people behind the commitments.
What you’ll learn:
– What the 50 Liter Home Project is and how P&G is part of the coalition
– Why 84% of P&G’s greenhouse gas footprint comes from hot water in consumer homes
– How AI and smart water meters disaggregate household water use into actionable data
– What the Los Angeles pilot achieved: 87 liters per day per person across 15 homes
– How the Dawn Power Wash sprayer eliminates hot water from dishwashing
– What "making sustainable irresistible" means in practice for P&G’s product innovation
Chapters:
00:00 Water Use Today: 150 to 500 liters per person per day
00:28 Meet Frantz Beznik, Global Head of Sustainable Innovation
01:04 The 50 Liter Home Project: better living with less water
01:33 Water, Energy, and P&G’s Greenhouse Gas Footprint
02:03 The 50 L Home Coalition: public and private partners for systems change
03:03 Frantz’s Home: From 124 to 82 liters per day
04:03 Irresistible Superiority that is more sustainable
05:08 Inside the Brussels Consumer Lab with Guillaume Levasseur
05:46 Smart water meters and AI: following water to follow the consumer
06:37 Los Angeles Pilot: 15 homes at 87 liters per day
07:13 Dawn Power Wash: cold water, clean pan, no hot water
07:39 What’s next: UK pilot and the cost of hot water
#PGSustainability #50LiterHome #StoriesOnTheMove #WaterInnovation
