Wet wipes can pollute the environment because the greater share of the wipes contain fossil-based synthetic fibers. During the Sustainable Retail Summit in Berlin/Germany in October 2020, fiber manufacturers introduced the environmental initiative #ItsInOurHands.
The 2019 survey of MarketAgent, Baden/Austria, pointed out that only around 16% of consumers suspect fossil-based plastic in wet wipes. Moreover, the study underlined the great impact of creating awareness of the issue: 9 out of 10 participants would change their purchasing behavior if their favorite product contained fossil-based plastic fibers. With this in mind, the #ItsInOurHands Initiative shares tips for a sustainable life style, publishes interviews with experts from all over the world and informs about sustainable and biodegradable alternatives via its own website, social media channels and classical media communications.
The producer of cellulosic fibers, Lenzing AG, Lenzing/Austria, supports brand manufacturers and the retail industry with the development of sustainable wet wipes. As an ingredient brand, Veocel also offers orientation: Currently there more than 20 Lenzing-certified baby, care and hygiene products featuring the Veocel brand marketed around the world, which helps consumers to make a more conscious product choice. These co-operations are based on stringent certification standards. Both brand manufacturers and the retail industry use the Veocel logo only in connection with certified products made of biodegradable cellulose fibers.