Tide Partners with Electrolux, GE Appliances and Samsung to Announce the First Tide Cold Certified Washing Machines
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Insights
The collaboration between Tide and major appliance manufacturers to promote cold water washing represents a significant stride in driving sustainable consumer behavior in the home appliance sector. This initiative taps into the broader trend of sustainability and energy efficiency, which is becoming increasingly important to consumers and regulators alike. The emphasis on reducing energy consumption by up to 90% through cold water washing aligns with global efforts to lower carbon footprints and combat climate change. It's noteworthy that this move also promises direct consumer benefits, such as cost savings on energy bills and extended clothing lifespan, which could incentivize broader adoption of eco-friendly practices.
From an environmental perspective, the shift to cold water washing could have a substantial impact on reducing household energy consumption. The potential savings of enough electricity to power an average American home for over an hour per load, when extrapolated across millions of households, could result in a significant reduction in energy demand and associated greenhouse gas emissions. This initiative, if widely adopted, could serve as a model for other industries looking to blend product innovation with sustainability goals.
Understanding the psychology behind eco-behavior change is crucial for the success of Tide's partnership with appliance manufacturers. Historically, consumers have shown a preference for warm or hot water washing due to ingrained habits and beliefs about the effectiveness of higher temperatures in cleaning. However, Tide's strategic move to certify washing machines as 'Tide Cold Certified' leverages the brand's strong reputation to reassure consumers about the efficacy of cold water washing. This certification may serve as a heuristic cue that simplifies decision-making for consumers, potentially leading to a shift in laundry habits.
Moreover, the integration of specific cold water features, such as custom cycles and settings, directly into the washing machines addresses convenience and ease of use, which are critical factors in changing consumer behavior. By reducing the cognitive load required to make sustainable choices, these features could play a pivotal role in normalizing cold water washing and driving long-term changes in consumer behavior. The focus on tangible benefits like savings on energy bills further aligns with consumer self-interest, which can be a powerful motivator for behavior change.
The partnership's impact on the home appliance market could be multifaceted. On one hand, it may stimulate demand for new, energy-efficient washing machines, particularly those that are Tide Cold Certified. This could benefit manufacturers like Electrolux, GE Appliances and Samsung by differentiating their products in a competitive market. On the other hand, it may also influence the laundry detergent market, as consumers who adopt cold water washing practices may seek out detergents like Tide that are specifically formulated for cold water performance.
The initiative could also set a precedent for other appliance manufacturers and consumer goods companies to seek similar partnerships, fostering innovation and potentially leading to new industry standards for sustainability. As consumers become more environmentally conscious, companies that proactively address sustainability concerns through their products and partnerships may gain a competitive advantage. This could lead to a positive feedback loop, where increased consumer demand for sustainable options drives further innovation and market growth in eco-friendly appliances and consumer goods.
New Appliance Innovations Tested by Tide Help Drive Eco-Behavior Change in the Laundry Room, Decreasing Energy Consumption by Up to
The Tide Cold Certified program was established to help people easily identify washing machines and features that are optimized for cold water washing, backed by Tide’s extensive testing and knowledge of the science of cold water washing and eco-behavior change. (Photo: Business Wire)
When people switch from hot to cold water washing, they use up to
Tide detergent is uniquely formulated to deliver an exceptional clean in cold water, and its partnership with Electrolux, GE Appliances and Samsung advances the organizations’ shared mission to encourage adoption of and confidence in cold water washing. The Tide Cold Certified program was established to help people easily identify washing machines and features that are optimized for cold water washing, backed by Tide’s extensive testing and knowledge of the science of cold water washing and eco-behavior change.
“This is the first time Tide has partnered with appliance manufacturers to test washing machines with features that deliver an enhanced clean on cold because people deserve a simple but effective way to do laundry more sustainably,” said Todd Cline, Senior Director, Head of Sustainability, Procter & Gamble, North America Fabric Care. “Addressing the climate change crisis takes collaboration on a large scale, and we are incredibly thankful to GE Appliances, Electrolux and Samsung for joining us in the journey to turn more loads to cold water washing, which means less energy wasted and less impact on the environment with every wash, and also benefits people’s wallets and clothing.”
Experts from Tide worked together with counterparts at Electrolux, GE Appliances and Samsung to identify washing machine features that make the choice to wash in cold easy when laundry is most top-of-mind: at the washing machine. The resulting Tide Cold Certified washing machines have at least one of the three following options that enhance the machine’s ability to wash in cold:
- Cold water feature: A physical component that strengthens the machine’s ability to wash in cold water with Tide.
- Custom cold cycle: A new wash cycle developed to provide great wash performance when using cold water in combination with Tide.
- Cold water wash setting: A button or other setting that defaults to most cycles to using cold water, so the consumer doesn’t have to remember to turn the setting to cold.
To be Tide Cold Certified, Tide scientists must also validate that the cold feature on the machine improves the cold wash performance with Tide compared to washing in cold without Tide. This initiative can further advance Tide’s Ambition of turning three out of four loads of laundry to cold water washing in the
“At Electrolux Group, we are proud to be part of the collective effort to raise awareness of the many benefits of washing in cold with Tide, such as reduced energy costs, fewer carbon emissions and increased clothing longevity, all while effectively eliminating those hard-to-remove stains,” said CEO of Electrolux Group North America Ricardo Cons. “The powerful combination of our highly efficient front load washing machines, coupled with being Tide Cold Certified, affirms we are providing innovative technology that not only delivers an exceptional consumer experience but ensures all have the opportunity to make sustainable, impactful and cost-effective choices in their home.”
“We are passionate about joining Tide on its mission to empower consumers to turn to cold water washing, as we believe that adopting this simple eco-habit can have a major impact on both the consumer and our environment,” said Peter Pepe, VP of Clothes Care for GE Appliances. “That’s why we continue to deliver leading innovation designed to optimize wash performance in cold water, so it’s easier than ever for consumers. We are proud to recognize these products as Tide Cold Certified, from our new top load washer line-up engineered to wash in cold water to dedicated cold wash cycles on our front load washers.”
“Sustainability is a key area of focus at Samsung. We are excited to partner with industry leaders like P&G to develop new technologies that can provide real benefits for our consumers,” said Moohyung Lee, EVP and Head of the Customer Experience Team for the Digital Appliances (DA) Business at Samsung Electronics. “The Tide Cold Certified feature that combines key elements of Samsung’s hardware and software technology together with Tide’s unique formulation will provide our consumers with a great cold wash experience on select Samsung washers.”
To learn more about Tide Cold Certified washing machines, visit tidecoldcertified.com/about.
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Consumers’ number one trusted laundry detergent brand in Reader’s Digest Trusted Brand survey |
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Based on average American household electricity consumption, as reported by the |
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.
About Electrolux Group
Electrolux Group is a leading global appliance company that has shaped living for the better for more than 100 years. We reinvent taste, care and wellbeing experiences for millions of people, always striving to be at the forefront of sustainability in society through our solutions and operations. Under our group of leading appliance brands, including Electrolux, AEG and Frigidaire, we sell household products in around 120 markets every year. In 2023, Electrolux North America had sales of
About GE Appliances, a Haier company
At GE Appliances, a Haier company, we come together to make "good things, for life." We're creators, thinkers and makers who believe that anything is possible and that there’s always a better way. We’re a company powered by our people, made stronger through our diversity — allowing us to grow closer than ever before to our owners, anticipate their needs and enhance their lives. Today, our appliances are in 50 percent of all
About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at news.samsung.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240313357898/en/
Media Contacts
Jen Beck, Tide for P&G
Beck.ja@pg.com
Samantha Hamlin, Electrolux Group
Samantha.hamlin@electrolux.com
Whitney Welch, Senior Manager, Brand and Product Communications
GE Appliances
whitney.welch@geappliances.com
Samsung Electronics
us.newsroom@sea.samsung.com
Source: Procter & Gamble
FAQ
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