Reducing the impact of washing with new product development...Gøther Lars Souza Mathisen Global...
Transcript of Reducing the impact of washing with new product development...Gøther Lars Souza Mathisen Global...
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Reducing the impact of washing
with new product development
Gøther Lars Souza MathisenGlobal Marketing Partner, Novozymes
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3 X Gøthers
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…and their washing habits
Drying
Detergent Sorting
Wash temperature
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Gentle cleaning is driving consumers towards low temperatures
* Source: Novozymes consumer survey April 2016, User Needs, N =949, U.S. ** Source: ACI, Consumer sustainability initiative, 2015, N =235, U.S.
** Source: ACI, Consumer sustainability initiative, 2015, N =235, U.S.
Cold is better than washing in warm/hot because…
Colors do not fade: 64%Colors do not bleed into whites: 61%Clothes do not lose their shape or shrink: 57%
78% of the American consumers say:
“I wash at low temperatures to keep
my clothes looking new.”*
Consumer sustainability initiative**
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Consumer sustainability initiative*
Cold not as good as washing in warm/hot
Sanitizing (e.g., no germs): 41%
Removing stains: 33%
Removing soils: 30%
Whites staying white: 29%
“Consumers want deeper,
but gentler cleaning”
Consumers don’t want to
compromise clean
* Source: ACI, Consumer sustainability initiative, 2015, N =235, U.S.
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• Cold is the new cool as consumers care about cost, the environment andgentler cleaning
• They want their detergentto wash cold and clean
• Cold-optimized detergent can deliver cool clean
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The detergent industry has an important role to play
Sustain the textiles
Extend the lifetime of textiles
Thedetergent footprint
Reduce detergents’ chemical and
packaging footprint
Every drop counts
Reduce the water needed for washing
clothes
Cold wash
Reduce energy in washing
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Vast amounts of cotton, water, energy, and waste could be avoided if all T-shirts in the world were used for 20% longer
24 million tons CO2 could be saved - corresponding to the annual emissions from 10 million medium-sized cars
27 billion m3 of water could be saved - corresponding to the annual consumption of 700 million people in India
Disposal
Making up
175 kg losses
Wet treatment
12 kg losses
Fabric production
107 kg losses
Yarn production
232 kg losses
1,000 kg of new cotton clothing
delivered to consumer
Initial cotton input
1,526 kg
Source: Nielsen et al. (2015): Extended lifetime of cotton
clothing with biotechnology. International Dyer. Issue 2, (link)
http://www.novozymes.com/en/-/media/Novozymes/en/sustainability/customer-benefits/improve-and-document-performance/Documents/Extended-Lifetime-of-cotton.pdf?la=en
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Textile dyeing is the second largest polluter of clean water globally,
after agriculture
The fashion industry is one of the most
polluting industries in the world
The world consumes 80 billion new pieces of clothing every year.
This is 400% more than two decades ago
The average American now
generates 37 kg of textile waste each
year
The footprint– textile production
9
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Europe, North America & Australia
consume ~35% of textiles but make up
only ~15% of the global population
Asia consumes
~50% of textiles globally
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20152009
451
2010 20122011 2013 20162014 2017
481470
508472 470 467
505 511
+13,3%
Textile Consumtion in EU in billion eurosEvery year an average person in Britain acquires 27 new items of clothes per year and keeps each item for 3.3 years
That person has 127 pieces of clothes in its wardrobeand disposes 23 items per year
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20-59times is a t-shirt washed before its discarded
Overall responses (% of respondents)
40-59 times
Less than 10 times
10-19 times
60-99 times
28 20-39 times
100-199 times
200 times or more
10
17
28
10
8
2
How many times is an outwear t-shirt/shirt worn and washed before you stop using it?
Source: Novozymes´consumer survey conducted May 2012 at CICIE Expo using visiting consumers as respondents (117 respondents).
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Garments gets old before they are out of fashion
Source: Consumer survey conducted by Efficience3: 310 face-to-face interviews with French and German consumers who regularly purchase knitted cotton garments, SIFO Miljø 2015-konferansen 2013. Ingun Grimstad Klepp.
Overall responses (% of respondents)
Reason to stop wearing my garments
16
Clear large stain
Color has disappeared
White became pale
Looks dirty
1
Out of fashion
White became yellow/grey
Lost the shape10
Smaller stains
Dirt on collar or cuff
Fuzzy or pilled surface
Holes in the garment
Color has changed
1
18
16
15
8
7
5
2
2
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The fashion industry is one of the most polluting industries in the world, and today we consumer 400% more clothes than two decades ago.
Everyday, clothes are thrown out prematurely due to stains, color fading, and because clothes look dirty.
This has far reaching consequences for our water systems, flora and fauna, and for the many people depending on clean water from the rivers and dams which are being polluted as a consequence of our consumption.
Together we can reduce the consumption of textiles and protect our planet by helping consumers prolong the lifetime of their clothes.