Ecover
Nature Loves a Sniff Test
Ecover approached us to better understand the factors driving the habit of over-washing clothes. Our research led to a rare kind of detergent advertising campaign – one that encouraged people not to wash their clothes.
Be Good’s research inspires a fresh take on detergent advertising by asking people not to wash clothes
‘Re-wear chair’ becomes an anti-waste icon featured in a national campaign
Dr Cui Su participates in an expert panel for campaign launch in London
Challenge
Ecover wanted to explore why, as a society, we over-wash our clothes and uncover the factors driving this resource intensive and environmentally damaging habit.
Outcomes
We developed a research report for Ecover that provided essential context for their 2024 detergent advertising campaign.
Our report explored the historical evolution of laundry habits, analysed detergent advertising and social media trends. We also examined everyday laundry routines in the home – uncovering key social and psychological drivers behind over-washing.
An idea in the report, to leverage existing use of ‘chair-drobes’, instead of automatically throwing clothes in the wash, became a key part of the Ecover campaign, with the ‘re-wear chair’ being heralded as an ‘anti-waste icon’ alongside the tag line “Wear Over and Over, then Wash with Ecover”.
“Be Good’s Dr Cui Su was invited to be on an expert panel with Wayne Hemmingway and Lily Cole at the launch of the ‘Capsule Collection’ an event held in Shoreditch in September 2024. ”
Courses
Faculty Project
Faculty Team
Lucy Cokes, Dr Cui Su, Joel Ferguson, Dr James Branch.
Student Involved
Be Good’s research report, campaign idea and panel discussion helped Ecover develop a truly innovative campaign in the category and start a much-needed cultural conversation about the environmental impact of over-washing clothes.
Make change happen
Whether you’re here to shift behaviours or shape your future, let’s start something that makes a difference.