Green consumer electronics
Pure Twilight DAB radio and dawn stimulator
• Sales staff should understand the different screen technologies, for example LED and LCD, and their relative energy efficiencies, to offer the customer informed advice.
• Energy labelling should enable consumers to make direct comparisons across the same category at point of sale.
• Being able to convey the overall monetary saving during the product’s lifecycle is also crucial.
saving LED-based light solution, which provides the same light output as a 45W incandescent light bulb for just 5.4W when the lamp is on and less than 1W in standby,” explains Colin Crawford, Pure’s director of marketing.
Also Roberts is continually working to
improve the energy efficiency of its products. “All our ecologic radios carry the eco tick logo on the packaging which denotes a minimum standard of environmental performance. Roberts has also received several awards from the Energy Saving Trust and we continue to have products tested and endorsed by them. The new ecologic range offers class leading reduced power consumption with models now up to six times more efficient than other radios on the market. Typically one of our ecologic radios consumes less power than ten low energy light bulbs. Roberts' also introduced the world's most energy efficient DAB radio, the solarDAB,” says Owen Watters, deputy chief executive at Roberts Radio.
Green consumer? Majority of consumers are familiar with the global environmental agenda and the need to conserve scarce natural resources. With the onset of the recession, an average domestic budget became tighter under the onslaught of price increases in every area but particularly from rising cost of energy. Monitoring energy consumption of all domestic products became a financial necessity. Large domestic appliances such as washing machines, tumble dryers or dishwashers are more likely to be
scrutinized first for their energy consumption and their potential to make economies. Yet, consumer electronic products, energy consumption of which is much lower, are not readily considered as tools for substantial economies. “The current economic situation is
probably the biggest obstacle to an even faster uptake of greener technology as consumers delay replacement of big ticket items until their financial futures are more certain,” argues GfK’s Peter Hunt. But this is not only an issue of the cost of the product argues Samsung’s Stephen Mitchell: “Eco features are readily available to consumers and although TVs aren’t the first product that comes to mind when people talk about ‘green products’, we believe eco features are important to our users and will continue to ensure all our products are also as ‘green’ as possible.”
In fact, the industry surveys show that
green credentials have a very low priority for consumers buying CE products. The latest features, technology, associated benefits, sleek design and an all-important ‘wow’ factor drive purchases of televisions, audio and IT products. This situation is a reflection of a large gap between manufacturers’ environmentally responsible policies and market behaviour and consumers’ stance on this issue.
The next challenge “Our survey shows that electronics manufacturers have made demonstrable progress over the past few years by
• Demonstration is key. Retailers can use energy monitors to show the difference between products as well as different settings on the same product, and between the ordinary use and an eco mode.
• The Energy Saving Trust labels are widely recognized. Use EST’s PoS material such as EST stickers.
• Draw your customers’ attention to energy saving accessories such as radio rechargeable battery packs, which also save money in the long run.
producing products that are free of the worst toxic chemicals, more energy efficient and more easily taken back for reuse or recycling,” said Renee Blanchard, Greenpeace International Toxics Campaigner in 2011. “The next challenge for the industry is to design green products that last longer and can be repaired rather than replaced every few years.” In the meantime, however, both consumer electronics manufacturers and their retail partners should tackle together the challenge of educating consumers about green alternatives in many CE categories and the benefits they offer. Building awareness – is the first stage of this process. It is also key that they reinforce the message that green doesn’t have to cost more and in the long term it will definitely save them a lot of money. They should also show that green choices don’t compromise consumer lifestyles but they are a way of ensuing that their standard of life in the future will be better not worse. ■
“TVs with LED technology are much more power efficient than conventional Cold Cathode Fluorescent Lamps (CCFL) found in traditional LCDs. On average, customers will save 45% more energy when compared to conventional LCD technology”
28 The Independent Electrical Retailer March 2012
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