Navigating the Sustainability Landscape
Eco-labels are everywhere—but what do they really mean? See how brands are navigating the complex world of sustainability claims and certifications.
A Global Community
With our readership spanning over 20 countries, including major audiences in the US, India, and the UK, Clean Insights truly reflects the dynamic global laundry care market. Our diverse range of readers, from R&D leads to business development experts, captures the full range of players in the laundry detergent value chain.
Growing Interest and Engagement
With each issue, Clean Insights has seen steady growth, more than doubling its audience in just the first three issues alone. Our readers were most interested in exploring the future of laundry appliances.
The Power of Snackable Content
We’ve found that our bite-sized, snackable content resonates with our busy readers.
Consumer Trends in the Age of Disruption
We launched our first Clean Insights issue, offering fresh perspectives on consumer trends in this period of rapid change. We delved into topics such as the expanded view of health, consumers demand for more transparency from brands, and the desire for more sustainable choices in laundry care products.
“Today’s laundry brands can’t just talk a big game –
they’ve got to consistently show up with actions that match, ensuring their communications and the proof of their environmental and social strides are clear and fact-based,”
says Alexandra Schuler,
Biosciences Sustainability Director at IFF.
Digital Trends and Consumer Behavior
In our second issue, we focused on the impact of digital trends on consumer behavior. With smart home devices and connected living becoming commonplace, consumers expect more convenience and personalization from their brands. We explored how this expectation is shaping the fabric care market, particularly with Generation Z leading the charge.
The Future of Laundry Appliances
Next, we explored the exciting future of laundry appliances. AI and digital connectivity are transforming the way we do laundry, with machines that can detect fabric type, soil level, and even blend custom detergents for each load. These innovations promise convenience, sustainability, and personalization. We also discussed how these advancements could affect product development, especially as they alter the dynamics of Sinner’s Circle – the interconnected factors determining cleaning effectiveness.
“Monitoring appliance innovation can give you a glimpse into the future to
see how your products may need to evolve. These insights can also be applied to your current product portfolio to leverage similar consumer claims and messaging,”
says Tatiana Goncharova,
Global Business Segment Leader at IFF.
The Future of Laundry Appliances
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