As businesses and brands reach out to influence consumers’ interactions with products at home, they’re missing a trick by not learning from different cultural contexts. This article shares the findings from pioneering user-centred research into laundry behaviours in Brazil, India and the UK, and offers seven guidelines for creating household products that encourage sustainable behaviours during the use phase.
Household laundry behaviours in India, Brazil and the UK
The in-depth, user-centred research focused on 19 middle-income households in Loughborough, UK; Bangalore, India; and Curitiba, Brazil. In-context interviews, observation, household tours and laundry diaries were used as a tool to understand the laundry process.