Inspiring consumers to adopt more sustainable garment care

With clothing being thrown away after being worn just ten times on average1), Electrolux Group called on everyone to contribute towards more sustainable fashion in 2022.

The Atacama Desert in Chile receives over 39,000 metric tons of used garments from Europe, the US and Asia every year – transforming part of it into a garment graveyard.2)

As part of the Break the Pattern campaign, Electrolux Group partnered with eco-friendly Swedish fashion brand Rave Review to create a collection of garments made solely from clothes retrieved from the Atacama Desert. The campaign used the Atacama Collection to highlight the value of used garments and to encourage people to overcome their throw-away fashion habits.

Finding out the Truth About Laundry

Between December 2022 and January 2023, we polled 14,000 adults across 14 European countries as part of our latest edition of the Truth About Laundry report. This was the third consecutive year we have conducted the study, which tracks critical consumer attitudes and behavior related to the environment, such as washing temperatures and awareness of microplastics. The latest study also explored the relationship between rising energy costs and the implications on households and the planet.

The third Truth About Laundry report, which is available from April 2023, presents data by country and is analyzed through the lens of various demographics including age, gender, marital status, regionality and household composition. By exploring the data in this way, we are able to identify trends and opportunities to encourage more sustainable laundry practices. Since the first Truth About Laundry report in 2020, the report has become firmly established as the largest and most comprehensive study of its kind in the world.

Helping clothes last longer

“With a mission to make clothes last twice as long with half the environmental impact by 2030, we have long worked to develop solutions that better care for garments while enabling people to use less energy and water when doing their laundry,” explains Elisa Stabon, CX Area Care Experience Development Director. “By taking small steps and making the best use of the technologies available, we can all keep our beloved garments for longer while contributing to more sustainable fashion.”

In 2022, Electrolux Group – under its premium brand AEG – revealed a new range of washing machines and tumble dryers that automatically adjust time, water, and energy usage. A new add-on filter catches up to 90% of microplastic fibers released by synthetic clothing.

Electrolux Group also expanded several technologies and solutions that help make garments feel new and fresh for longer – to contribute to more sustainable fashion.

For example:

  • The “cushion-like” washing machine drum pattern for clothes to softly glide on combined with enhanced cycle functionality that provides significantly gentler fabric care to reduce wear and tear on garments.
  • The UniversalDose solution and ColourCare washing machines enable excellent results with short washes and at low temperatures.
  • The CycloneCare drier system with innovative 3DSense technology to prevent over drying, which helps retain the shape, look and feel of even delicate garments.

Less energy, water and detergent

By taking better care of our clothes, we can also reduce the environmental impact of our laundry behavior. Washing less and with full loads uses less energy, water and detergent, and switching from a 40 degree C to a 30 degree C wash reduces energy consumption by up to 30% – all while being easier on our garments and extending their lifespan.

And when garments really have reached their end of life and can’t be repaired, upcycled or shared with friends or loved ones – remember to hand them over to a dedicated recycling company. We can change the fact that currently only 1% of textiles are recycled into new clothes globally!

Download Sustainability Report 2022

Download Sustainability in Brief

1) Electrolux Group. The Truth About Laundry. Stockholm: Electrolux Group, 2021. []
2) Ellen MacArthur Foundation. A new textiles economy: Redesigning fashion’s future 2017. Isle Of Wight: Ellen MacArthur Foundation. []