Ariel launches the “Every degree counts” initiative to encourage us to lower their washing temperatures. Procter's laundry detergent brand & Gamble announced this new objective of its Brand Ambition 2030 program, which focuses on “redefining cleanliness to decarbonize laundry across its entire value chain”.
With an average washing temperature of 40°, if each household in France reduced its washing temperature by 10°, the savings made would exceed 1,346 GWh, which is equivalent to the energy consumption of the city of Nantes ! It is based on this observation that the Ariel brand is launching its “Every Degree Counts” campaign to encourage people to get into the habit of reducing their washing temperature whenever possible.. The goal : make this simple gesture one of the new citizen gestures, just like turning off the light when leaving a room.
The campaign is made possible thanks to product innovation (the Ariel Allin1 PODs) coupled with a content partnership with National Geographic Creative Works. It shows that the simple fact of reducing the temperature of your machine from 40°C to 30°C can play a definite role in reducing carbon emissions from European homes.. When studying the product life cycle, Ariel has in fact identified that in Europe up to 60% of the carbon impact of laundry detergents comes from use and washing temperature., which makes it the highest CO2 emitting station (before plastic and ingredients). Although in France the carbon impact linked to use is lower than in the rest of Europe, this figure remains significant (20 %) and can be further reduced.
Lower the washing temperature
This simple gesture is rarely put into practice in French homes for which washing at 30° is still too often associated with a lack of washing efficiency.. According to the Harris study carried out online for Ariel from June 16 to 17, 2020, 41% think that it does not eliminate stains or has no impact on the environment. Only 3% of the population considers it a useful gesture in the fight for the climate. However, when the benefits of cold washing for the planet are explained, nearly 62% of those surveyed said they were more inclined to reduce their washing temperature. This is why continuing to inform users about the importance of choosing the right washing temperature is considered essential for Ariel.. A wash cycle at 30° consumes 35% less energy than a cycle at 40°. What if all of Europe lowered its washing temperature from 40° to 30°, this would be the equivalent of two million fewer cars on the roads (or 3,6 million tonnes of CO2).
Beyond, energy saving, the reduction in washing temperature also has a positive impact on the emission of plastic micro-waste in wastewater. The University of Leeds, in partnership with P&G, reveals that clothes shed fewer microfibers in faster, cooler wash cycles. We thus see a 52% reduction in losses during cold washing..
Ariel, a global brand
“The fact that we reach five billion people gives our brands a unique opportunity to encourage discussion, to influence attitudes and change behavior” comments Virginie Helias, responsible for sustainable development at Procter & Gamble.
Ariel's main goal is to redefine the concept of cleanliness and encourage progress. The expansion of its program announced today is supported by a range of other measures being taken to ensure that the interconnected environmental challenges we all face are not ignored. These include, among others, circular packaging solutions, ingredients that generate less carbon and come from sustainable sources of supply and the establishment of an even more efficient supply chain. So, the brand produced in France is committed to improving all stages of the product life cycle. In societal matters, Ariel continues to promote the idea that laundry is not just a woman's job, but that it is the responsibility of everyone in the home.
Ariel All in1 Pods : the all in one solution
Ariel Pods is the leader in liquid detergents in Reunion Island. The brand continues its development with nearly six new references available since April 2021 at SORIC.
All in 1 means “All in one”. This is the principle of these particularly effective multi-compartment capsules.. Maximum cleaning power thanks to an ultra concentrated formula, Ariel Allin1 PODs have the advantage of allowing the consumer to choose colder temperatures. They offer impeccable hygiene in just one wash, even at low temperatures thanks to Purezyme, a patented cleaning enzyme, easily biodegradable, which cleans dirt embedded in the heart of the fiber at the lowest washing temperatures.
“Every Degree Counts” campaign targets polar regions
A dedicated website has been developed : chaquedegrecompte.com. The campaign is available on TV in mainland France. All products in the Ariel range are affected.
Thanks to a rich collection of short films, images and creations hosted on the National Geographic hub since March, campaign content reveals how a simple action, like lowering the temperature, can have an impact on global challenges. Consumers have the opportunity to join the “Every Degree Counts” movement on the website www.chaquedegrecompte.com. Ariel is also committed to raising children's awareness of global warming and good everyday actions to reduce its carbon footprint by financing an educational program for schools..
The campaign highlights, especially, the challenges facing the polar regions, today at the heart of environmental concerns. For Remy Marion, polar region expert and curriculum development partner, “it is important that everyone acts first to limit our greenhouse gas emissions, but all these small gestures allow us to take ownership of our place in our environment. The polar regions often remain poorly known, and poorly understood. Yet know the Arctic better, it’s understanding what’s happening in the suburbs of Europe. It is essential to make people want to protect these areas which react much more quickly to climate change by realizing that the slightest of our actions has an impact on our entire planet”.
FRANCK MARTIN
