You are making a basic error with how you're using washing machines

Ecover is calling for a change in our laundry habits after research found people felt under societal pressure to wash their clothes more frequently

People are misusing washing machines - because they use them too often. A company renowned for its cleaning products is offering some unexpected advice: to wash your clothes less often.

Ecover is advocating a shift in our laundry practices following a study which revealed that people feel under social obligations to wash their clothes more than necessary, unaware of the potential environmental harm.

In collaboration with Falmouth University, the brand will publicise a study this week delving into the environmental toll of our washing habits. Surprisingly, 18% of the 2,000 Britons who were surveyed in August are mistakenly convinced that washing their garments less has no effect on the environment.

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Moreover, about one in every ten individuals feels compelled to do the laundry more frequently because of societal expectations.

The research additionally indicates that from recent studies, 75% of interviewees acknowledged anxiety over being judged for re-wearing outfits on successive days.

Lily Cole, model and eco-warrior, set to helm a panel debate on the topic in London, shared her own experience with judgment. "The attitude has changed in recent years, but I was in the sidebar of shame a few times for wearing the same look on the red carpet," she commented.

Cole elaborated on past behaviours, noting, "Back then it was seen as a faux pas. Celebrity culture is often an extreme version of what we're seeing in culture in general: the values, the shaming, the conversation around cleanliness."

Statistics obtained from the Office for National Statistics (ONS) have revealed a striking 9.6% surge in UK wash loads from 6.2 billion to 6.8 billion between 2005 and 2014. By 2016, the ONS has estimated an average of 260 yearly wash loads per household.

The environmental impact is alarming: pollution from detergents poses severe risks to both flora and fauna and the integrity of entire ecosystems. Alterations to textiles for modern clothing are aggravating the issue approximately 8% of microplastics in our waters stem from laundering synthetic fabrics.

Although the shedding of microfibres diminishes over time with washes, the "fast fashion" trend means poorly constructed garments are frequently thrown away, perpetuating a relentless influx of new clothes that contribute to this cycle.

Dr Cui Su from the school of communication at Falmouth University commented on these findings, saying: "For decades, our relationship with laundry has been shaped by powerful cultural forces and advertising that have conditioned us to believe that 'perfectly clean' is the only acceptable standard. From the smell of freshly washed clothes to the crispness of fabrics, cleanliness has been presented not just as a necessity, but as a reflection of success."

man at washing machine.

Less laundry less often: how to lighten the washday load on the environment.

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Influencers have been shaping our laundry habits in recent years, with the hashtag #cleanwithme boasting 648.4k posts on TikTok and #cleaningobsessed having 162k posts on Instagram. The link between clean clothes, a sizeable wardrobe of suitable attire, and social status is nothing new.

Katherine Ashenburg, who penned 'Clean: An Unsanitised History of Washing', notes: "In the 17th and 18th centuries among the dirtiest centuries in the west people, including doctors, believed that changing your linen shirt frequently was a safer and more effective way of removing dirt than washing your body with soap and water. Louis XIV bathed twice in his long life, but he was considered very clean because he changed his shirt several times a day."

Cole, who confessed to wearing the same T-shirt for the second consecutive day during her interview, shared: "My mum, who grew up on a mountain in southern Wales without electricity, tells me her mother would spend a whole day handwashing their clothes each week. I must admit I love having a washing machine. But there's a bigger message here of a mindset towards the things that we own, taking care of them and making investments."

"Build a long-term relationship with clothes and think about the way you wash them, how you repair them and if you can pass them on or donate them if it's not something you can wear for a long time."