Studies

IKW-Studies

A comprehensive view

The world and our lives are constantly changing. Changes in our living environment are often driven by technological developments and the cultural context in which they are embedded. This often presents us with major challenges. How do we deal with them? What changes are our needs, lifestyles and demands? What influence do these changes have on our daily lives and what do they mean for beauty and home care?

The IKW studies provide interesting insights and answers. Two examples:

Cosmetics and sustainability

The current study ‘Cosmetics and sustainability - what makes Germans tick’ shows how people implement sustainable behaviour in their everyday lives and what sustainability means to them in connection with cosmetics.

Key findings of the study:

Inner conflict
People feel an inner conflict when it comes to sustainability and show different strategies to calm their own conscience in this context.
The importance of sustainability
84 per cent of the women and men surveyed stated that sustainability has become an important issue for them. For 20 per cent, it is even the most important issue of our time.
Not at the expense of product performance
Even though 67 per cent of respondents would like all cosmetic products to be sustainable, sustainability must not come at the expense of other cosmetic ‘benefits’.

About the study

In the course of the in-depth-psychological representative study, 1120 women and men between the ages of 16 and 69 in Germany were surveyed.
The study was conducted by Lönneker & Imdahl rheingold salon on behalf of IKW. The results were published in 2023.

The study ‘How Germany cleans - Housework between social norms and sustainability’ provides a 360-degree view of people's cleaning behaviour in Germany for the first time

Key findings of the study:

Imprinting
The principles of tidiness and cleanliness are deeply rooted in society and are characterised as early as childhood. The respondents stated that orderliness (77%) and cleanliness (82%) were already highly valued at home.
No dispute
For 70 per cent of households in Germany, household care is rarely or never a contentious issue.
Sustainability
The economical use of detergents and cleaning products is important to 74% of respondents, as is the use of energy-saving programmes in washing machines and dishwashers (73%).

About the study

In-depth interviews were conducted with 50 people from Germany in their private households. In order to quantify the qualitative results, 1,537 people were surveyed online in a second part that was representative of the population.

The study was conducted by INNOFACT AG on behalf of IKW. The results were published in 2022.

All IKW Studies

All IKW Studies from recent years can be found here – in German only

To the study overview