Latest Evaluation of the #WirDrehenRunter Campaign Shows German Households are Washing at Colder Temperatures The latest evaluation of the colder washing campaign, #WirDrehenRunter carried out by Procter & Gamble (P&G) Germany and WWF Germany with the scientific support of the CSCP shows how clear information, hands-on experiences, and direct dialogue can make the climate-friendly choice the easy one. The result: this year’s evaluation of washing behaviour in Germany shows that the average washing temperature has decreased by 1.5°C since 2022 and is currently at an average of 41.7°C, avoiding an estimated 192,000 tonnes of CO₂. A series of pop-up cold washing laundromats (Kaltwaschsalons) in the German cities of Munich, Berlin, and Cologne invited people to test washing at 30°C with modern detergents. More than 600 visitors completed 519 wash cycles and discussed practical questions with experts and behavioural researchers on site. These real-world touch points complement the national awareness raising efforts, reinforcing that lower temperatures can deliver clean laundry while saving energy and money. Why does this matter? Most of the energy used in laundry goes into heating water. Lowering washing temperatures can therefore cut emissions significantly—without compromising results—when detergents and washing machines are used according to recommended guidelines. By bringing rigorous measurement to a mass-market habit, the CSCP is supporting partners to create a better understanding of what actually shifts behaviour at scale, which audiences still need support, and how messaging and product design can be refined for greater impact over time. Scientific support for the #WirDrehenRunter campaign As part of the campaign, the CSCP has provided independent, evidence-based monitoring, tracking the average washing temperature across Germany, combined with regular consumer surveys on barriers and motivators to washing colder. The results have been compared to Austria, a reference market where the campaign is not active. The CSCP will continue to support WWF Germany and Procter & Gamble (P&G) Germany in advancing the campaign’s learning agenda and sharing takeaways with policymakers, businesses, and civil society. As the partners extend their collaboration, our focus remains on turning everyday actions into system-level progress—with transparent, comparable metrics that show what works. For further information, please contact Rosa Strube.