Millennials seem to have an aversion to the household mainstay of fabric softener, which has been reflected in flagging sales in the last 10 years.

Fabric softener has been in use since the 1960s because laundry when hung out to dry would often be stiff and scratchy, and moms around the world bought it so that their families would be comfortable in their clothes and on their beds.

So what gives? Why would a new generation shun softener? Well, apparently nobody is really sure.

The vice president of fabric conditioning for Henkel AG, which makes Snuggle fabric softener, told Fortune magazine that millennials are “eco-conscious” and don’t want to use too many chemical products in their daily lives.

The head of global fabric care for Procter & Gamble, which makes the leading brand Downy, said that most millennials don’t buy it because they don’t know what it’s for.

But there may be another reason: They just don’t see the value in it since innovations in laundry detergents and washing machines have made clothes softer after a wash and dry. Millennials Shun Fabric Softener

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