Sustainable solutions for cleaning tools are not necessarily the focus of customer attention, according to the surprising conclusion of a study conducted by the Cologne-based rheingold market research institute on behalf of Freudenberg Home and Cleaning Solutions (FHCS). As a survey conducted last year among consumers in Italy, the USA and Germany revealed, concerns about cleaning performance and higher prices compared with conventional products still predominate. There are definitely regional differences, as the institute explains. In North America, for example, there is a certain historically conditioned skepticism that stems above all from times of settlement, when people had to assert themselves against an often threatening nature. Germans, on the other hand, are increasingly realizing that they have to actively do something for nature and climate protection, for example because of the flood disaster in the Ahr Valley in 2021. Italians have always been more in touch with the sea than Germans or Americans and are therefore more open to messages concerning the protection of the(ir) oceans.