Laundry detergent is looking a little different these days. A growing number of companies are making bulky plastic jugs smaller and concentrating the detergent or soap.
If more laundry soap were sold in concentrated bottles, it would sharply cut waste without taking away customer benefits, said John Moorhead, chief marketing officer for Seventh Generation, a company that sells non-toxic disinfectants, soap, and ultra-concentrated laundry detergent. But when products get smaller and more concentrated, how do you know it isn't just " shrinkflation," an ongoing trend where companies are reducing the size of their product, but keeping the price the same?
The business group the Consumer Goods Forum said Ariel, a major detergent brand, reduced energy use by 28% in Europe when it went to concentrate. A handful of companies advertise reduced environmental impact, but pressure-testing their numbers is tough. P&G, which makes popular laundry brands Tide and Gain, did not respond to requests for comment on climate benefits of concentrate or sheets, nor did consumer products giant Unilever.
"These companies pay their employees a living wage and use high quality ingredients," explained Emily Rodia, owner of Good Buy Supply, a sustainable general store in Philadelphia.