Never before have we washed as much as we do now, and it takes its toll on the environment. But the desire not to be perceived as dirty is stronger than the will to reduce climate impact, a new study shows.
The study is based on how strong our environmental awareness is and how easy it is for us to feel feelings of disgust. It shows that there are two clearly conflicting driving forces.
If you think about not washing because of the environment, but on the other hand think that if you don't wash, someone at work might think you smell sweaty, then it becomes a conflict in practice between moral stance and an evolutionary driving force. Then it takes a lot for you to choose the former, says Erik Klint, PhD student at the Department of Environmental Systems Analysis at Chalmers, who led the study.
Detergents contribute to eutrophication and 16-35 percent of global microplastic emissions come from washing synthetic fibers. By 2024, 80 percent of the world's households will have access to a washing machine, compared to 2010 when it was only 30 percent.
It's hard to say how often we should wash, as everyone has different exposure to dirt and we all have different needs. But generally, we wash far too much and often clean clothes.
The social fears associated with disgust, shame, and the feeling of not belonging to a group make it difficult for people to change their behavior for the environment.
The washing frequency is only a result of, for example, the washing basket being full. You have to look back in the chain of events, such as the habit of changing clothes often. Cleanliness norms are relative and rather something we create.
