Make clothes last twice as long with half the environmental impact

We can further contribute to more sustainable laundry practices by incorporating innovative solutions that increase laundry efficiency and improve garment care. We can also promote modern laundry habits and change consumer perceptions of clothes for the better.

Our promise

Electrolux has the objective to make clothes last longer and reduce the environmental impact of garment care while caring for all fabrics.

Read more about our progress on this Promise

Roadmap 2020 to 2030

  • Help consumers maximize the life of their clothes and help them better care for their clothes in general.
  • Assist in reducing environmental impact during garment care.

The case for action

The fashion and footwear industry combined is responsible for around 8% of global greenhouse gas emissions.

At the same time, the number of garments we purchase has increased by 400% in the past 20 years. Research shows that extending the lifespan of clothing by an extra nine months by taking better care of clothes can reduce carbon, waste and water footprints by between 20% and 30%.

Water scarcity around the world is an increasing issue with 14 out of 20 of the world’s largest cities already experiencing inadequate supplies and two-thirds of the world’s population expected to live in water-stressed areas by 2025. In the home, the average daily water consumption per person is up to 500 liters in some developed countries, and laundry is typically responsible for 22% of water used in a typical home in the U.S.

According to our consumer research summarized in the 2019 Better Living Report, 69% of consumers agree that increasing the lifespan of garments by taking care of them is the most sustainable practice. However, people often practice outdated laundry care due to a lack of knowledge, time or lack of access to laundry appliances with the most optimal functions. Consumers are also unwilling to change their behavior for fear of ruining clothes or not getting them properly clean.

Read more in the Electrolux Better Living Report.

Our approach

Consumers need intuitive laundry appliance functions that help them to best care for their clothes in a more sustainable way, as well as help to improve their laundry behavior. This will help them to extend the lifetime of garments, promote more sustainable laundry behavior and overcome the fear of damaging clothes or not getting them clean.

Longer lasting clothes

We continue to move toward more modern garment care technology, that is gentle on fabrics and preserves their quality. We also build partnerships to inspire more people to practice better fashion consumption and care – so everyone can learn to love their clothes for longer.

Reduce the environmental impact of garment care

We have long worked to reduce the environmental impact of garment care by making our washers and dryers increasingly energy and water efficient (read more in our Promise Lead in energy and resource efficient solutions). Going forward, we will continue to develop technologies that optimize laundry processes, which reduce environmental impact. We will also guide and inspire people to choose the optimal way of caring for their clothes. By working with partners, we hope to drive this change on a global level.

Care for all fabrics

We raise consumer awareness of new care methods with the aim of ensuring that more fabrics can be cared for at home while minimizing environmental impact. To instill this change on a global level, we look to build partnerships with fashion industry experts. By working together, we hope to create new standards for how to care for clothes, and methods that are gentler both on clothes and the planet.

Read more at Better Living Program.

Challenges

  • Reaching consumers with new information, and changing long-standing outdated consumer laundry habits.
  • Increasing the uptake of new innovations in solutions that provide opportunities for consumers to practice more sustainable laundry care.