24 July 2020, Berlin: Washing machines are located in a laundromat with smeared windows. Photo: Jens ... [+]
dpa/picture alliance via Getty ImagesNearly two thirds of Europeans (63%) continue to wash at 40°C or higher, despite over a decade of being encouraged to wash clothes at 30°C or lower, according to a new study from Electrolux. Oddly, the Swedish appliance giant is now calling for people to use their appliances less.
Vanessa Butani, head of sustainability for Electrolux Europe, has recently joined the group and is on a mission to help people change the way they wash their clothes. Which currently isn’t good enough, for clothes nor the planet, the white paper “The Truth about Laundry” unveils.
Each year, a 40°C wash releases 27.2Kg of CO2 equivalent more than a 30°C wash. But data from 12 European countries (including Italy, UK and Germany) shows that people do their laundry with nearly 1 billion 40°C washes a week.
The Truth About Laundry
Electrolux“What our report shows is that people do care about their clothes and the vast majority recognise there are environmental benefits to making their clothes last longer,” said Butani. “If we can educate and encourage people to take small but significant steps to update their laundry practices, the savings will be significant.”
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Young people are much more aware of their environmental impact. Across Europe, 45% of adults aged 18 to 34 wash their clothes at 30°C, versus only 31% of 45 to 54 year olds and only 28% of people over 55.
Spain is the most virtuous country, with 76% of adults opting to wash at 30°C and lower., followed by Italy (52%), France and the UK (both at 49%). Conversely, 88% of Fins, 85% of Swedes and 80% of Norwegians wash at 40°C and above.
Nearly half of the respondents said that they weren’t confident their laundry would be clean, if washed at a lower temperature. COVID-19 didn’t make the issue easy, of course. Besides, over half of them are unaware of a link between washing at lower temperatures and making clothes last longer.
The study also reveals the detrimental impact of using powder detergent on the environment. As it produces an additional 29.6kg of CO2 per appliance each year, switching to liquid would also potentially deliver the equivalent of removing over 845,000 cars from the road.
Yet, the report suggests that the narrative should change entirely and focus on the appeal of long-lasting clothes rather than costs and energy. Extending clothing life could be the answer to bringing about positive change.
The Truth About Laundry
ElectroluxIn fact, 86% of Europeans believe making clothes last longer is better for the environment and 83% care about extending the life of clothes. Agreement was highest in Finland and the UK (94%), in comparison with a percentage in marked contrast to France where only 67% of adults agreed. The lowest of all countries analysed, France, for many the birthplace of fashion, also ranked the lowest in terms of their relationship with clothes. Only 40% of adults in France care about increasing clothing life compared to 83% across the rest of Europe.
The Truth About Laundry
Electrolux“When you look at the numbers, it’s hard not to think that our relationship with fashion is out of control,” added Butani. “Each of us can start to make a difference straight away. We just need to start taking care of our clothes more by washing them fewer times and mainly in colder temperatures. The more we can think about what we’re doing and the impact our actions have, the better we’ll all be."
The Link LonkFebruary 26, 2021 at 10:40PM
https://www.forbes.com/sites/emanuelabarbiroglio/2021/02/26/electrolux-tells-the-truth-about-laundry-to-make-clothes-and-the-planet-live-longer/
Electrolux Tells “The Truth About Laundry” To Make Clothes, And The Planet, Live Longer - Forbes
https://news.google.com/search?q=Laundry&hl=en-US&gl=US&ceid=US:en
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