Millennials blamed for yet another product’s decline: fabric softener
The generation that everyone loves to blame is being accused of killing off yet another beloved household product: this time, it’s fabric softener.The tale of yet another product dying off due to its (lack of) millennial customers is being told by Procter & Gamble. Sales of fabric softener has been declining for years, according to a recent Wall Street Journal article, and Procter & Gamble saw its own fabric softener sales decrease by 26 percent.
The reason? According to the company’s head of global fabric care, millennials “don’t know what the product is for.”
Of course, there are other factors that probably play into the product’s downturn — improvements to washers, dryers and detergents, athleticwear that can’t be washed in fabric softener, as Consumerist points out — but it just seems that consumers (in general) don’t see the point of fabric softener anymore.
That hasn’t stopped Procter & Gamble from trying to “rebrand” and win back some of its lost customers. The company’s new approach is to label its product as “fabric conditioner” instead.
Cynical as to whether that’d work? Turns out it just might … Consumerist reported that sales are up 5 percent across all brands compared with last year.
What else are millennials ruining? Lots of things, it seems: cereal, bar soap, even sex.
See a full list of things that millennials (apparently) hate in the slideshow above.
Gee, I was born in 1957 and I’ve never used fabric softener, never found my clothes to be unduly hard.
Sorry to see millennials falling for that name switch to conditioner.