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Three questions about sustainability at Laundry & Home Care
How important are innovations for the success of your business unit?
Our ambition – to create innovations that deliver more value for consumers, retailers, our own company and society as a whole – is a key pillar of our success. With an innovation rate of over 45 percent, we see ourselves as innovation leaders, opening up new markets and differentiating ourselves from our competition. Our products not only have to deliver first-class performance. They must also always make a measurable contribution to more sustainability.
How do you generate new ideas for sustainable innovations?
This is rooted in close interaction between our research and development and marketing teams. They consider the entire value chain while developing more powerful products that conserve resources even better. We promote this through our innovation culture and have anchored this approach in our innovation process. Another factor is cooperation with our partners. With BASF, for instance, we conducted a joint project to develop new active ingredients for our premium laundry detergents – for even better cleaning performance at low temperatures.
What influence do consumers have on the sustainability performance of your products?
As a company, we can develop and produce these more sustainable products, but 80 percent of their environmental footprint arises during use. So consumers can make a significant contribution to sustainability, for example by selecting a low washing temperature. This is why we try to influence consumers’ behavior through appropriate communication activities. Our retail partners play an important role here, as they are also in direct contact with consumers.