In partnership with the Alliance to Save Energy, and through its Tide brand and Future Friendly conservation education campaign, P&G wants to provide the households with the information needed to convert from warm and hot water laundry habits to cold water washing by Earth Day 2013.
This campaign, launched at the Clinton Global Initiative annual meeting in New York, is part of P&G’s corporate sustainability goal of converting 70 percent of total global washing machine loads to cold water washing by 2020.
About three quarters of the energy used and greenhouse gasses emitted when washing a load comes from heating the water, the New York Times recently reported.
Research released earlier this month showed that, despite many detergents working perfectly well in coldwater, most consumers are wary of using the cold cycle when washing their clothes. Sales figures from Henkel – the German company that markets coldwater specific detergents – showed sales for their products declined 16 percent in the last year in the U.S., despite many people trying to cut costs during the recession, the paper reports.
According to P&G studies about 7 percent of white laundry loads are done in cold water and 57 percent of “darks”, the paper reported.