Talking sustainability with our laundry consumers
- Talking sustainability with our consumers
- Toward more circular products and services
- Our ambition to be climate neutral in our operations
- Helping people in need during 2020
- Managing health & safety during a pandemic
- Driving digital auditing in supply chain sustainability
- Food matters - a social and virtual switch to promote sustainable eating
- Reimagining our relationship with water
- Climate leadership in the midst of a global pandemic
Electrolux is inspiring more sustainable living – not only by communicating the benefits of its laundry products, but through global campaigns that concentrate on broader messages.
“Sustainability is a strong driver for our brands, affecting all parts of the consumer experience from how products perform to how they can improve the outcome,” explains Annika Priou, VP, Global Brand Development.
“It allows consumers to see what we offer in a different light. Showing that we want to help them achieve better results leaves a lasting impression on our consumers.”
More sustainable products also drive profitable growth for Electrolux. The company’s most energy and water efficient products accounted for 26% of total units sold but 36% of gross profit for consumer products in 2020.
Making clothes last longer
In 2020, Electrolux launched the Make it Last campaign – a global message platform that embodies our promise to make clothes last twice as long with half of the environmental impact. It taps into a deep consumer need to elevate the importance of more environmentally friendly laundry care.
“With the Make it Last campaign, our aim is to increase awareness of more sustainable ways of washing and promote better behaviors while connecting seamlessly to product benefits and features – we know from consumer research that this connection is very important,” adds Priou.
The Electrolux heroes of smart, sustainable washing
The Make it Last campaign highlights laundry innovation from Electrolux. The SteamCare program for example uses steam – and up to 96% less water – to freshen clothes and remove wrinkles. A refresh of 1 kilo of delicate garments using the SteamCare program saves 40 liters of water compared to a delicates program wash.
Efficient, low-temperature washing saves energy and prevents color fading. The UltraWash cycle is the ideal balance of care and energy-efficiency for mixed loads – a 59-minute cycle at 30°C saves up to 30% energy compared to a 40°C cotton program.
And machines with Autodose – an intelligent system to calculate the precise amount of detergent and softener for each load – avoids unnecessary waste and protects clothes from early aging caused by overdosing.
Read more on our approach and progress in our Promise Lead in energy and resource-efficient solutions.
Electrolux is a leading global appliance company that has shaped living for the better for more than 100 years. We reinvent taste, care and wellbeing experiences for millions of people around the world, always striving to be at the forefront of sustainability in society through our solutions and operations. Under our brands, including Electrolux, AEG and Frigidaire, we sell approximately 60 million household products in approximately 120 markets every year. In 2019 Electrolux had sales of SEK 119 billion and employed 49,000 people around the world.
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