In a fundamental shift, more men are doing laundry. Marketers are adapting washers and soap formulas for those who won't sort.
Whirlpool added a cycle to keep colors from mixing because the guys don't sort. According to The Wall Street Journal, Hero Clean detergent is geared for days-old stains because men tend to leave dirty clothes sit around.
Men and women do laundry differently, but the difference is particularly stark with men, age 18 to 34, with 67 percent saying they were "mainly responsible" for the laundry, up from 44 percent in 2013. Nearly 60 percent of men, age 35 to 54, are doing laundry. Among men ages 55 and older, just 35 claimed laundry responsibility in this survey.
Proctor and Gamble, the largest detergent maker in the U.S., has stopped using the word "she" in its internal discussions. P&G vice president Sundar Raman of P&G's North American fabric care unit, says because habits change they now talk about him and her.
In its ads, the company deliberately portrays men as confident launderers. It's online video campaign for Tide pods features NFL stars and other athletes who are on the short side along with a "small but powerful" slogan.
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