WWF x Finish: Replenishing the Rio Grande
Finish is partnering with WWF, whose mission is to conserve nature and reduce the most pressing threats to the diversity of life on Earth. The aim of our partnership is to encourage Americans to reduce household water consumption so that together we can sustain and support precious freshwater habitats and local water supplies for generations to come.
WWF and Finish US are returning water to one of America’s greatest and most endangered rivers – the Rio Grande-Rio Bravo.
The river winds 1800 miles through the Southern Great Plains and the heart of the Chihuahuan Desert - one of the three most biodiverse deserts in the world. With more mammals than Yellowstone, more birds than the Everglades, and where 50% of all fish species are found nowhere else in the world, the Rio Grande is an ecological treasure.
The river supports more than 16 million people in the US and Mexico, irrigates more than 1.6 million acres of cropland, and supports billions of dollars in GDP.
However the Rio Grande is under severe stress, as water demand far exceeds its resources. Without urgent action to replenish water and reduce consumption, the river may cease to support the communities, cultures, economies, plants and animals that rely upon it.
In addition to helping replenish Rio Grande, Reckitt (Finish parent organization) is a signatory to the CEO Water Mandate and the Water Resilience Coalition Pledge. Some of our water sustainability targets and progress (as of 2021) include: reducing water use in operations by 30% by 2025 (3% achieved), 50% reduction of the water footprint of our products by 2040 (14.6% increase) and Water positive in all 19 water stressed sites by 2030 (1 achieved).