50L
HOME
Bringing to life the vision of a 50L Home. A P&G spearheaded initiative, selected as a top 100 lighthouse project for 2020 by the World Economic Forum.
![](https://www.matter.co.uk/wp-content/uploads/2020/02/50L_01-1000x667.jpg)
Major cities around the world face the prospect of a water crisis, and 14 of the world’s 20 largest cities are already experiencing water scarcity.
We are working with P&G to explore opportunities in reducing and reusing water within the home. The breadth of our involvement includes facilitating creative workshops, inspiring concept visions for the future and early product prototypes.
P&G serves nearly 5 billion people around the world with its brands, 70% of which are based around household water jobs. With this scale of user engagement, an open and collaborative approach and brave design thinking, we are excited by the potential for change.
![](https://www.matter.co.uk/wp-content/uploads/2020/02/50L_03-533x800.jpg)
“The 50L Home will make water reduction & efficiency irresistible, such that 50L per day per person feels like 500.”
Frantz Beznik, R&D Director, Global Head of Sustainable Innovation at Proctor & Gamble
![](https://www.matter.co.uk/wp-content/uploads/2020/03/50L_11-1000x667.jpg)