Engaging with consumers

Promoting sustainable consumption of cleaning products 

One of A.I.S.E.'s key priorities is to steer the sustainable development agenda and reduce the environmental footprint linked to the production and consumption of detergents and maintenance products. To achieve this goal, A.I.S.E. runs a broad range of activities such as voluntary Product Stewardship Programmes, but also, the comprehensive A.I.S.E. Charter for Sustainable Cleaning which is implemented by nearly 250 companies in Europe. 

A.I.S.E. believes that a science-based approach, incorporating the full product life cycle is essential to make progress and move towards sustainability. Life cycle analyses show that most detergent and cleaning products have the biggest impact on the environment when they are used, mainly because of the energy and water needed to do the laundry or wash dishes. That’s why A.I.S.E. actively encourages more sustainable consumption by consumers and professional users of detergents and cleaning products.In addition, the industry conducts research on European consumers' habits regularly. Results show that there is a great potential for improvement in terms of, for example dosage, wash load or washing at low temperature. 

There are many ongoing initiatives wihtin the sector, some since 1997, making the detergent and cleaning products sector a pioneer in the field of pan-European industry-led campaigns to promote the sustainable consumption of its products. 

  • cleanright.eu- re-launched in early 2020, this is official reference portal of the industry offering consumers comprehensive information on detergents and maintenance products, together with practical sound advice on how to use them safely and sustainably.
  • Best use information-on billions of detergents and cleaning product packaging across Europe and via the cleanright.eu website, consumers obtain easy-to-understand tips and pictograms on how to save energy, water, CO2 and money while cleaning. 
  • Low temperature washing campaign-the I Prefer 30° campaign, run by A.I.S.E since 2013, promotes washing at low temperatures to save energy, water and money
  • Joint industry consumer tips-together with partners responsible for the home appliances industry and the care labels on clothes, three industry assocaiions have published joint tips for sustainable laundering by consumers at home.