FINISH WATER INDEX
Turkey will be a water poor country in near future. Yet, people waste like there is no tomorrow.
Three years ago, Finish started a water preservation campaign. Although dishwasher penetration rate is 80% in Turkey, 50% of the consumers pre-rinse their dishes, thus wasting 57 liters in every cycle. The brand purpose is to end pre-rinsing and save 57 liters of water.
Turkish economy is not promising. The most popular investment choice in Turkey is buying and selling foreign currencies or golds. The daily value of Dollar, Euro and gold is in everybody’s radar.
In our third year of water preservation campaign, we want to put water into every single person’s agenda.
Water is the most undervalued resource. Currencies, stocks and oil is nothing compared to the value of a water. And until now, there was no attempt to show water’s true value. With the help of well-respected Turkish Industrial and Development Bank (TSKB) we created an index which shows the value of water: Finish Water Index.
Reserves, forecasts, industrial, agricultural and domestic consumption all go into a regularly computed formula. The index is now 86, which is just above the critical value 70. Below 70 is water poor. Above 100 is plenty. As the index takes its place in our lives, we will understand the value of water better.