I Prefer 30° campaign

I Prefer 30° campaign- Wave 1: 2013-14

In 2013, A.I.S.E. and its national associations launched a campaign called "I prefer 30°"; this was launched in 2013 for business to business and in 2014 for business to consumer in five countries. The initiative aimed to promote more sustainable use of household laundry detergents. The objective is to focus on saving energy through low temperature washing (which is the most promising area of potential environmental savings), by raising consumer awareness of the benefits of washing at low temperatures. The new concept of the "I prefer 30°” campaign is that it was open to retailers, appliance manufacturers, fashion manufacturers/retailers, authorities, NGOs and other corporate supporters, making it a unique multi-stakeholder movement. More than 30 partners joined this initiative which gained a lot of support notably from former European Commissioner for Climate Action Connie Hedegaard and many other partners.

Wave 1 close-out report: December 2015


As part of its commitment under the first Wave of the campaign, A.I.S.E. is delighted to publish the I prefer 30° Wave 1 close-out report, summarizing the different activities undertaken by A.I.S.E.’s National Associations and the various partner organizations in all five participating countries (Belgium, Denmark, France, Italy and UK). The key achievements of the campaign were the excellent collaboration across A.I.S.E. and its network, and the unique collaboration across the extended value chain of multiple stakeholders. 
The close out report includes an Executive Summary as well as individual country reports/annexes, highlighting achievements and learnings of the campaign. 

The report is available in the following formats:


I Prefer 30° campaign- Wave 2: 2015-16


On 2 November 2015, A.I.S.E. launched to detergent companies and suppliers to the sector a call for interest, for feedback by 1 December 2015, for the roll-out of a possible Wave 2 of the I prefer 30° campaign, with B2C activation between 1 Jan and 31 Dec 2016. On 14 December 2015, A.I.S.E. confirmed that the campaign will be extended in the following countries: Belgium, Denmark, France and United Kingdom. The principle of the campaign, namely to continue capitalizing on the toolkit through a multi-stakeholder campaign – mirroring Wave 1 – will re-apply. 

The I prefer 30° Wave 2 documentation includes:

  • Commitment letters for campaign Partners/Supporters:
Core Campaign Leaders
    - Addendum (for companies who took part in Wave 1)
    - Commitment letter (for NEW campaign partners)

Corporate Supporters
    - Addendum (for companies who took part in Wave 1)
    - Commitment letter (for NEW campaign partners)

Gold Partners 
    - Commitment letter (for NEW campaign partners)
- Email to A.I.S.E. (for EXISTING campaign partners)

Institutional Supporters
  - Email to A.I.S.E. (for new & existing campaign partners)

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