The cold water washing trend in laundry care polarises consumers and the industry, with a great deal of rational evidence as well as passionate emotional perceptions that support or attack the principle. There are clear environmental and economic gains from washing in cooler temperatures, but also valid hygiene concerns and a potential compromise of the fundamental “laundry mission”.
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A host of major consumer trends have emerged: from the sharing economy to the preference given to experience over possessions, to frugal innovation and trading up and down. This shift towards new priorities, which Euromonitor has termed “The New Consumerism”, is impacting across a multitude of industry sectors and has the power to transform even the most established markets.
Serves as an example of how recent more “frugal” initiatives to promote cold water washing in laundry have been introduced across Europe and North America in a bid to get average wash temperatures down and reduce the share laundry takes of household energy consumption.
In this specific case we also look at how they view their behaviour and energy usage as it relates to homes and appliances. While this report does not focus on every aspect of “new consumerism” as set out in the same-titled report, it does touch on ideas surrounding “Frugal Innovation” and “Circular Economy”. This is one report in a wide-ranging series, exploring how The New Consumerism is impacting across industries.