FOCUS | Sustainability SUSTAINABLE
The future kitchen
Luke Harding, general manager, Electrolux UK and Ireland considers why eco kitchens go beyond energy and water-saving
Q & A
Q: What is Electrolux’s sustainability strategy and why is it such a core focus for the company and all of its brands? A: Sustainability is a focus for the business in the coming decade. Not only are we committed to creating products and solutions – across our Electrolux, AEG and Zanussi brand portfolios – that enable consumers to live more sustainable lives and save on energy, water and resources we also ensure we run our business in an environmentally friendly and ethical way.
The framework of our “For the Better 2030” strategy means broadening our sustainability approach to address topics that are outside the immediate scope of our company, by helping people to live more sustainably in their homes while they are using our products. This involves promoting more sustainable eating, making clothes last longer and improving their home environment.
Q: Are consumers really
interested in reducing their impact on the environment? Aren’t they more driven by product quality and service? A: Our studies show that consumers are becoming more and more aware of their impact on the environment, and hence sustainability is fast becoming a key factor that consumers
keep in mind when purchasing a brand. This has especially grown in importance since the Covid-19 pandemic, as consumers have spent more time at home, and appliance usage and hence energy and water consumption has increased. The topic of food wastage has also come to the forefront. We believe that our consumers are increasingly becoming interested in an experience that is a balance between a premium one and a sustainable one. For example, consumers are interested in receiving the best care for their clothes, but at the same time, they are aware of their energy and water consumption. They are also looking for alternatives to processes that perhaps harm the environment, such as dry cleaning. We’ve also seen a rise in sustainable eating habits in the UK. All of our appliances are designed to help consumers on that journey.
Q: How can retailers sell the sustainability message to consumers? A: Many consumers now cite sustainability as a key attribute they look for in the brands and products they purchase. In fact, our research indicates over half of our target consumers consider themselves climate conscious and believe that they can have a positive impact on the environment. However, at the same time, almost 30% of consumers don’t quite understand how they can do that or have the knowledge about appliances that allow them to be more sustainable.* This is where our retail partners have a key role to play. They can pass on information about key appliance features that allow consumers to live more sustainably.
Our research indicates that over half of our target consumers consider themselves climate conscious
Q: What effect will the Right to Repair legislation have on the industry’s environmental impact? A: We really welcome the new legislation, which will have a signifi cant impact on electrical waste. Reliability is absolutely at our core. And we often hear from consumers telling us their products have lasted for decades, which, as you can imagine, makes us really happy. But naturally, general wear and tear and small hitches occasionally happen, but they shouldn’t mean that we add to the global waste problem. The Right to Repair law aims to extend the lifespan of products by up to 10 years, saving consumers an average of around £75 a year. We see it as fantastic news – it’s a win for the consumer. Ultimately, it’s about consumer choice. So, we maximise the appeal and consumer benefi t when they do come to purchase a new product to ensure those products can help them have a more sustainable lifestyle. But at the same time, giving them the ability and choice to keep their appliances operating for as long as possible.
Turn the page for
PRODUCTS & SUPPLIERS
Utility rooms How retailers can add value by designing these extra spaces pg 44
Sanitaryware
Exploring the eco-credentials of the sanitaryware market pg 50
Bathroom trends A look at the latest bathroom product launches pg 58
Kitchen trends From new colours to stylish taps, here’s what’s new in kitchens pg 60
WANT TO TELL US YOUR BUSINESS SUCCESS STORY? EMAIL THE EDITOR:
rebecca@kbbreview.com
42 · June 2021
*Source – Green Gap Study 2019 for Electrolux’s Better Living Programme
SUSTAINABILITY SPECIAL
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