Electrolux study on current laundry practices

The Truth About Laundry” (European study on Electrolux laundry habits  , with 12,000 adults surveyed), despite being encouraged to wash clothes at 30 ° C or below for over a decade, nearly two-thirds of Europeans (63%) still washed at 40 ° C or above. As part of its “Better Living” program, Electrolux has bold sustainability goals in apparel care with the goal of making clothes last twice as long with half the environmental impact by 2030. To help To achieve these goals, the survey was conducted to understand current attitudes and behaviors when it comes to how people care for their clothes and to what extent people view the environment. The survey finds that laundry habits are out of step with climate problems and modern capacities. Nearly six in ten people (59%) are more or less on autopilot when it comes to washing clothes, claiming to do laundry the way previous generations have taught them. The report includes a detailed analysis to show that reducing the washing temperature from 40 ° C to 30 ° C would save over 27 kg of CO2 equivalent, per family, per year. Across Europe, this would amount to an equivalent saving of 4.9 million tonnes of CO2, equivalent to removing more than one million cars from the road. If 15% of households across Europe who regularly wash their clothes at 50 ° C or more also change, the equivalent total CO 2 savingsit could reach 6 million tons per year. When it comes to wash temperatures, sex seems to play a role, but it’s not as significant as the influence of age. Women, for example, are more likely to wash at 40 ° C than men (50% vs 45%) and men are more likely to wash at 60 ° C (13% vs 8%). However, across Europe, 45% of adults between the ages of 18 and 34 wash their clothes at 30 ° C compared to only 31% of 45-54 years and only 28% of 55+ years. As for the main reasons why more people do not choose to wash at lower temperatures, nearly half (47%) said they are unsure whether their laundry would be clean. 39% expressed particular concerns about a colder wash’s ability to remove stains and 21% said it was purely out of habit. Habitual laundry practices could also explain why over half of all adults (53%) are unaware of a link between washing at higher temperatures and lasting longer. The reason this is important, according to the research, is that the key to changing laundry habits for the good of the planet may lie in turning the conversation towards fashion

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