Seven-year research program by AEG reveals clothes can last 50% longer with gentler washing conditions
- 8 out of 10 people (83%) care about looking after their clothes and how to extend clothing life
- Yet, nearly three quarters (74%) of people stick to the default washing temperature
- Now? Appliance brand AEG, is encouraging people to consider the environmental footprint of clothes when washing them
The fourth edition of AEG’s Truth About Laundry Report has revealed that choosing lower temperatures and shorter washing cycles, can lengthen the lifespan of clothes by more than 50%[1].
Through extensive laboratory testing, AEG measured various washing methods on different fabrics, developing the AEG Care Index. This methodology indicates that temperature and cycle duration significantly influence clothing longevity, revealing that cooler and shorter washes extend the life of clothing.
The study’s lead, Elisa Stabon, Head of Product Experience, Product Line Care at Electrolux Group says: “In 2021, we published a Life Cycle Assessment (LCA) study on AEG washing machines that revealed a 20-25% reduction in Global Warming Potential by shifting from 40°C to 30°C washes.
“We have now gone further with this new research. To reduce the significant environmental footprint of clothing, we need to keep garments in use for longer. The two simplest ways of achieving that are to firstly, wear clothes more times in between washes and, secondly, wash them in gentler conditions. Namely, lower temperatures and shorter cycles.”
The study highlights that 83% of people admit to caring about looking after their clothes, and want to extend clothing life, yet there are still challenges when it comes to encouraging people to choose gentler washing programs. For example, nearly three quarters (74%) of people admit to sticking to the default washing temperature, even though the same percentage (74%) has experienced clothing colour fading.
Additional research from AEG reveals that 69% of people wash their clothes even when they haven’t been worn[2]. To further encourage people to drop these habits and subsequently extend the lifespan of their items, AEG wants people to cut down on these wasted washes.
Extending clothing life presents the single largest opportunity to reduce the carbon, water and waste footprints of clothes[3]. This is why AEG has implemented its AEG Care Index, that measures the impact of different washing treatments on clothing durability. For example, a cotton T-shirt washed at 30°C for 59 minutes will last over 50% longer than when it’s washed on a regular 40°C cycle, which can last up to 120 minutes.
The report suggests that habit may be a major reason consumers remain committed to this 40°C wash cycle. AEG’s own data indicates that the 40°C cottons setting is the most frequently used on washing machines, with cycle durations typically ranging from 90 to 120 minutes. Ideally, appliances should default to the lowest optimal setting. For instance, over 70% of programs in AEG’s latest range default to 30°C or 20°C.
Although newer appliances allow consumers to adjust default settings, the research reveals a reluctance and a knowledge gap. Nearly 74% of Europeans stick to the default wash temperature, and almost 30% are unaware they can change it. Similarly, 78% of users adhere to the default cycle duration, with 35% not knowing it can be adjusted.
To further this, AEG research highlighted the benefits of using a steam function for homeowners. This function uses less water per cycle and diminishes wrinkles, minimizing the need for ironing. Over half (57%) of people expressed an interest in purchasing a washing machine that hosts a steam function, like the AEG 7000, 8000 and 9000 Series Washing Machines that feature the Steam Refresh function, which saves time, energy, and money as it uses 96% less water per cycle[4] – an energy efficient way to reduce wasted washes and prolong the lifespan of clothes.
Sarah Schaefer, Vice President Sustainability Europe and APMEA at Electrolux Group comments, “Our relationship with clothing goes beyond practicality, as it encompasses environmental stewardship and responsible consumption.
“Through adopting mindful laundry practices, like lowering temperatures and shortening cycle duration, we can drastically lessen the carbon footprint of our clothing care routines.”
AEG recommends the following five steps to extend clothing life:
- Think before you wash: choose the correct setting that will protect your clothing and help you avoid common laundry blunders like shrinkage, colour run, and fading.
- Be smart(er) with technology: with less than half (46%) rarely consulting the appliance instructions, understanding the appliance can lead to better choices.
- Default to 30°C: always check what your appliance’s default settings are. Most can be changed, making it easy to lower the temperature to suit more washing. AEG’s most recent Care range, has set the defaults of nearly 70% of its programs to 30°C or 20°C.
- Reduce time: be mindful to reduce time settings, per the AEG Care Index, shorter cycles extend clothing life. The AEG PowerClean 59min can remove stains in under an hour[5], using low temperatures, saving energy and therefore money.
- Read. Wear. Refresh: frequent washing wears out clothes and increases the chances for laundry blunders. Choose an appliance with a steam function, like the AEG Steam Refresh cycle, which can refresh clothes in 25 minutes and uses up to 96% less water than washing[6]. To find out more please visit our AEG blog page.
[1] Based on a 59-minute cycle at 30°C
[2] AEG’s Don’t Wash Your Clothes Study 2023
[3] WRAP, Design-extending-clothing-life
[4] Internal test with a 1 kg load on the steam programme vs the delicates programme.
[5] External test of PowerClean 59 min 30°C programme with 5 kg load shows 100% stain removal of 59 most common household stains
[6] Internal test with a 1 kg load on the steam program vs the delicates program
