Press Releases

New Research from Tide and WWF Helps Unlock the Secrets to Sustainable Behavior Change


Tide and World Wildlife Fund (WWF) have launched a research project to advance the science of eco-behavior change by encouraging consumers to make washing laundry in cold water the norm, as a step towards reducing greenhouse gas emissions.

The project, undertaken in collaboration with behavioral science consultancy, Behavioral Insights Team (BIT), identified the importance of applying behavioral frameworks and systems thinking to achieve positive environmental benefits.

Tide has set a goal for three out of four washes to be done on cold by 2030 and estimates that if all Americans made the switch, it would save enough electricity to power all of New York City and San Francisco for over a year.