Electrolux and AEG – thought leadership with purpose
Groundbreaking research programme puts brands at the heart of sustainable laundering
Truth About Laundry has become Electrolux’s recurring, evidence-led platform to advance sustainable clothing care. The fifth edition marks a step change: the first to include APMEA alongside Europe, extending its usefulness for markets worldwide while staying true to a single mission – help people make clothes last longer to reduce environmental impact.
From the first edition, where we came up with the idea to support an advertising campaign, our approach has been the same. Use robust insight to lead the global conversation on better care and equip markets with content they can deploy locally to spark local conversations and action.
To date, more than 80,000 consumers have been polled, making it the largest research programme of its kind anywhere in world.
Each edition is designed as a thought-leadership engine, blending large-scale behavioural data from connected appliances with consumer research to tackle the intention / action gap.
Thought leadership
Content creation
Multi-market toolkits
Research and analysis
Project management
“Sentient challenges our thinking in a way that is rare.”
AEG Global Brand & Marketing Strategy Director
In 2024, we analysed 22.6 million wash cycles and 6 million drying cycles and surveyed more than 15,000 adults across 14 European countries, layering findings with the Electrolux Care Index.
This year the narrative centers on the rise of “Speed Laundering” illustrated by a growing preference for faster cycles and a momentum shift to morning routines, and the trade-offs people make for convenience. Crucially, we linked speed to sustainability: shorter cycles and lower temperatures can extend clothing life by more than 50%, directly addressing fashion’s environmental footprint.
For the first time, we included APMEA, creating a truly global lens and a richer set of stories. We produced market-ready assets and guidance so teams could localise findings across earned, owned and partner channels, from PR angles and social content to influencer briefs and retail storytelling.
The result is a single, scalable platform that unites sustainability and innovation narratives, enabling markets to start conversations about everyday choices that make clothes last longer.
Five editions on, Truth About Laundry continues to deliver credible thought leadership with practical value, now across Europe and APMEA, turning insight into action to reduce environmental impact through better care.
