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