A.I.S.E. and its national associations launched the “I prefer 30°” campaign in 2013.
Initially aimed at business-to-business, the campaign was then broadened to include the business-to-consumer audience and gradually rolled-out across a number of markets. The initiative promotes the more sustainable use of household laundry detergents with the objective of saving energy through low temperature washing and raising consumer awareness of the benefits of washing at low temperatures. This is the most promising area of potential environmental savings.
“I prefer 30°” is open to retailers, appliance manufacturers, fashion manufacturers/retailers, authorities, NGOs and other corporate supporters, making it a unique, multi-stakeholder movement.
Today, the initiative has the support of more than 30 partners in 10 countries and gained wide endorsement.See also the dedicated I Prefer 30° website www.iprefer30.eu.
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