Encouraging US households to wash laundry in cold water

Tide and World Wildlife Fund (WWF) are sharing findings from a joint exploration to advance the science of eco-behavior change – undertaken as part of an ongoing collaborative effort to make washing laundry in cold water the next broadly adopted eco-habit as an important step to reduce greenhouse gas emissions. Tide and WWF believe the information gathered from their work together on laundry are applicable for all brands seeking to partner with consumers to create positive environmental impact and hope it will propel further dialogue around how to make more sustainable habits the social norm.

Tide and WWF engaged consumer insights research firm, Behavioral Insights Team (BIT), to undertake a comprehensive review of existing published research and case studies on sustainable habits, including relevant consumer tests from P&G and best practices in climate change impact from WWF.