Ecover, backed by activist model Lily Cole, calls for fewer washes to reduce microplastics and other sources of water pollution
Ecover is calling for a change in our laundry habits after research found people felt under societal pressure to wash their clothes more frequently, and were unaware that this could damage the environment.
The brand, in partnership with Falmouth University, is publishing a report this week into the impact of laundry on the environment. The researchers found that 18% of the 2,000 Britons interviewed for the report in August believed – wrongly – that washing less frequently would not affect the planet. One in 10 feel pressure to do laundry more frequently.
The report also found that 75% of participants in recent studies mentioned fear of judgment from others for wearing the same clothes multiple days in a row.
Model and environmental activist Lily Cole, who will chair a panel discussion on the findings in London this week, said she had experienced this. “The attitude has changed in recent years, but I was in the sidebar of shame a few times for wearing the same look on the red carpet,” she said.