Euroconsumers today announced its European members, Altroconsumo (IT), Test Achats/Test Aankoop (BE) and OCU (ES), with the support of DecoProteste (PT) - build the CLEAN initiative, a new European Project which aims to help empower consumers with key knowledge about household detergents. The one-year project, funded by the European Union’s Rights, Equality and Citizenship Programme (2014-2020), started in June 2020.
Euroconsumers is particularly excited about CLEAN because, as expressed in the Approved by Tomorrow manifesto, we are convinced that informed and empowered consumers can play a central role in accelerating a successful green transition. And a crucial first step is to ensure consumers have access to trustworthy information about sustainable products.
This new initiative aims to:
Inform consumers about the performance and environmental impacts of detergents
Warn consumers and report misleading or unproven environmental claims
Advocate against misleading environmental and green claims at the EU and Member State levels
Develop standardised testing methodologies across all consumer organisations
In addition to being the right thing to do, it is what consumers want. A recent study conducted by Euroconsumers among 4210 consumers in Belgium, Italy, Portugal and Spain on their behavior related to the environmental impact of household detergents, found the following:
The majority of consumers indicated they pay attention to environmental aspects when purchasing household detergents.
While consumers were concerned about the environmental aspects of detergents, a small number of respondents considered themselves well informed
Consumers have doubts about the environmental claims, with more than half of the respondents reporting they believe that environment-friendly claims are for marketing purposes