About 60 per cent of 22 to 37-year-olds say they are too tired to do the washing.
Unilever has developed a spray which leaves clothes smelling fresh and crease-freeThey also avoid it because they say it damages clothes or is bad for the environment.
Instead they dump clothes in a pile and wear them again.
Unilever’s new Day 2 aerosol spray uses fabric-stiffening molecules and has different versions for delicates and denims.
Marketing head Nathan Olivieri said: “Ensuring their denim is as pristine as possible is a high pride point for a lot of millennials.”
Other consumer product giants such as Procter&Gamble are also looking to profit from new ways of doing the laundry.
Unilever’s detergent Skip has partnered with the Cowash app to connect people with neighbours willing to wash and iron for a fee.
Cowash said about 80 per cent of its customers have washing machines but use the service to avoid ironing.
And an app has been launched to set up busy workers with people willing to wash and iron their clothes for a fee.
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