ANALYSIS | Sustainability
says Matthew Glynn, product marketing manager at Hisense UK, “but due to the current economic climate, there are a lot of other things to consider in today’s market.”
Jo Jackson, head of product management at Fisher & Paykel, believes that customers at the higher end of the market already seem comfortable to pay a little bit extra for a product with sustainable benefits. However, she says: “There are also a lot of consumers who would
pay more for an environmentally-
conscious brand and product, if they had the disposable cash for it.” Alex Hyslop, marketing director at Mira Showers, believes that while some consumers may be willing to pay more for sustainability, they shouldn’t really have to. He thinks consumers are looking to balance sustainable living with performance, so manufacturers’ jobs should be to “make sure products always deliver the performance that consumers expect from our brand, and balance
this with more sustainable
solutions that are also affordable”. Clearwater’s business and product development manager, Dan Boulton, has a firm belief: “I don’t think it’s something you can charge a premium for; it simply should come as standard.” He argues consumers simply expect suppliers to be operating sustainably, and its up to them to live up to expectations. However, some suppliers believe that the cost-of-living crisis might actually influence consumers to look closer at
sustainability. Steve
Jones, managing director of Sirius Buying Group says: “Our latest data shows that homeowners are keen to learn more about the latest technological advancements when upgrading their appliances so that they can manage their energy use. Retailers need to anticipate using this in the sales conversation, with clear evidence which conveys how efficient a product will be over its lifespan.”
Rachael Rickhuss, marketing manager at Ripples, says: “Discussions around saving water and energy originally come from clients looking to reduce their water bills. The cost-of-living crisis has made people more aware of waste water and therefore people are being more stringent with their product selections, especially as their new bathroom should last them for the next 10+ years.” Rotpunkt’s head of UK operations, Matt Phillips, notes that a positive shift towards sustainability will pay dividends as younger generations enter the market. “As millennials and Gen Z come of age, our
PLANETARY SCOPE
As a global issue, how are manufacturers pushing for sustainability around the world?
Lewis Neathey, product leader at Grohe – “We’ve achieved carbon- neutral production across all eight international LIXIL fitting plants. To offset unavoidable
emissions, Grohe participates in stringent compensation projects, including hydroelectric power stations in India and Vietnam and a borehole maintenance project in Malawi.”
Katie Parry-Stone, retail sales manager at Cosentino UK – “Cosentino’s factory in Almeria, Spain, runs entirely off renewable energy and is home to Spain’s
largest independent solar panel farm. Cosentino reuses 99% of the water used in production processes and operates a Zero Water Discharge.”
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Electrolux Group – “Ninety- eight per cent of electricity used in our global operations is from renewable sources. Within our global operations, one of our factories has switched gas off
Sarah Schaefer, VP sustainability at
all together, and we have
partnered with Cargo Owners for the Zero Emission Vessels initiative and the Aspen Institute for greener sea transportation.”
Adam Teal, head of sales at Kaldewei UK – “The seriousness of CO2 reduction and climate protection for us is demonstrated by our CEO’s signature on the
Science Based Targets initiative. In 2020, Kaldewei was the first sanitary company to do this and to commit to complying with the 2015 Paris Climate Protection Agreement, which limits global warming to 1.5 degrees Celsius.”
research indicates that sustainability is an increasingly important factor when it comes to big-ticket purchases, so I believe our efforts will be reflected in the years ahead. Shopping with a conscience has become the norm for many homeowners.” A similar eco-ethics theme was raised by Simon Bodsworth, managing director of Daval Furniture, who believes: “The consumer moral compass has shifted towards a more conscientious buying approach and ways in which they can ‘feel good’ about their purchase, so eco-alternatives that are just
as affordable and effective are in demand – such as furniture which is made from FSC-approved timber.”
A moral mission However, some people, like Smeg’s head of marketing John Davies, think that the issue isn’t so black and white. “Sustainability can be interpreted in many ways”, he emphasised. “Consumers are willing to pay more for a product that is durable and offers a lower environmental impact.” Caesarstone’s VP of marketing, Jonathan Stanley, wonders if maybe a different perspective on sustainability is needed. He points out how “opting for lower-cost products often involves compromising on ethical labour practices, utilising less sustainable production methods and using low quality raw materials”. Again tapping into that link between ethics and sustainability, he admits that “we all need to appreciate that when a product is produced ethically and sustainably, it will sometimes cost more”. Managing
director of Quooker UK, Stephen
Johnson, thinks that maybe the issue isn’t whether consumers are willing to pay more, but whether they are aware that they can actually pay less for
• March 2024
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