In an effort to save your future children from kidney stones in 2050, why not try to convince your wife to take a cold shower today?

Richard Ellis – giving carbon the Boot | Guardian Sustainable Business | guardian.co.uk

For example, the firm is developing a shampoo that works in cooler water, raising the prospect of a daily shower that uses less energy and lasts less time. However, Ellis realises that the product will face a few challenges winning over new customers. "Eighty-three per cent of our customers are women and how many women really want to wash their hair in cold water?" he asks.