Sustainability in fashion doesn’t stop at production and purchasing; how we care for our garments plays a crucial role in their longevity and environmental impact. Electrolux Group has launched 30° Räcker!, an initiative to encourage lower-temperature washing, which could significantly reduce energy consumption and increase clothing lifespan. Sarah Schaefer, VP of Sustainability at Electrolux, discusses the challenges and opportunities in shifting consumer behavior towards more sustainable garment care.
Your research shows that Swedish consumers are knowledgeable about sustainability yet wash their clothes at higher temperatures than the rest of Europe. What is driving this behavior, and how does 30° Räcker! aim to change it?
– There are several factors at play. Many people rely on default settings or inherited habits, often washing clothes on autopilot. Our initiative focuses on educating consumers about modern washing machines and detergents, which allow for effective cleaning at lower temperatures. Another key issue is the confusion around garment care labels, which we are addressing by collaborating with fashion brands and media. To drive behavior change, we’ve engaged experts from communication, sustainability, fashion, and psychology.
Your data suggests that switching from 40°C to 30°C could save 261 million kWh of energy annually in Sweden. What does this mean in practical terms for consumers?
– If 83% of Swedish households currently washing at higher temperatures switched to 30°C, we would save the equivalent energy of keeping a LED light bulb lit in every Swedish household for a year. Beyond energy savings, extending the life of garments is crucial. Discarding 6.5 kg of clothing per year is unsustainable, and longer garment life is the single biggest factor in reducing the carbon, water, and waste footprints of fashion.
Electrolux’s Truth About Laundry Report highlights that lower wash temperatures can extend a garment’s lifespan by 50%. Why do care labels still recommend higher temperatures?
– Washing at 30°C helps preserve color, which is one of the main reasons people discard clothing. Many consumers don’t realize that the temperature listed on care labels is the maximum recommended temperature, not the required one. This misunderstanding contributes to unnecessary high-temperature washing. We are working with Swedish fashion brands and stakeholders to improve garment care labeling and consumer awareness.
One of the goals of 30° Räcker! is to involve fashion brands in updating washing instructions. How have they responded?
– The response from fashion brands has been very positive. They recognize the importance of garment longevity for sustainability. Some are already reviewing their care instructions, though these changes take time. Over the coming months, we have exciting collaborations planned, and I look forward to sharing updates. Brands play a crucial role because their product labels directly influence consumer behavior.
Electrolux has introduced washing machines with 30°C as the default setting. How much impact does appliance design have on sustainable habits?
– Design plays a crucial role in shaping behavior. If sustainability is the easiest choice, people are more likely to adopt it. That’s why we made 30°C the default setting in our new washing machines. Our latest laundry range also includes SmartSelect, which adjusts program length and temperature based on the user’s choices, and UltraQuick, which removes over 50 common stains at 30°C in less than an hour—proving that lower temperatures can still deliver powerful results.
With the rise of secondhand fashion and circular economy models, how do laundry habits affect garment longevity in resale and rental markets?
– Proper care extends garment life, which is essential for secondhand fashion. While the environmental footprint of resale is complex, well-maintained clothes reduce waste and the need for new production. Sustainable washing practices are crucial for getting more wear out of pre-loved garments.
While this initiative focuses on Sweden, are there plans to expand 30° Räcker! globally?
– Absolutely. Sweden is a pilot market, but we aim to expand 30° Räcker! to other regions. However, achieving global change requires collaboration with other industry players and fashion brands. Consumer awareness must be raised on a broad scale—this needs to be an all-hands-on-deck effort.
