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‘love the loo’ BMA CEO Tom Reynolds says that the criticism of leaky loos in a recent Radio 4 programme ignores the fact that we need to change users’ behaviour


AMA: channel diversity helps bathroom sales hold up during pandemic


‘LEAKY LOOS’ received a fair amount of media coverage in September after Radio 4 looked at the issue in an edition of ‘Costing the Earth’. A lot of the coverage failed to do manufacturers justice. It neglected to recognise the importance of the past two decades of water-saving innovations, while making the accusation that dual-flush valves waste more water than they save. The story has now passed, but issues raised during the episode remain. Water scarcity is a crucial issue for the UK, as climate change and population growth coincide to threaten a structural deficit in water resources by 2050. All of us in the KBB industry have greater cause to be concerned about this challenge than most. There is a commercial and environmental imperative for us all to work together to help reduce wasted water.


Achieving behavioural change is all-important


Many brands participate in the Unified Water Label to help retailers and designers convey to consumers the info they need to make informed choices. Together, manufacturers and retailers are constantly innovating and bringing to market more water-efficient products, inclu- ding continuous improve ment of those toilet valves so vilified in the recent coverage.


Attention on fittings is, on the face of it, the ‘tidiest’ route to reducing water con sumption. However, human factors are at


play. If we halve the flow rate of a shower, it’ll save no water if the user stays under for twice as long. We need to take the ‘messier’, but more effective,


route of nudging behavioural changes. University-led studies have already shown the great promise of shower monitoring technology to ‘nudge’ users to take shorter showers. How can we as manufacturers and retailers work together to nudge behaviours at the same time as delivering an amazing experience? On that tricky issue of leaky loos, again, achieving behavioural change is all-important. We’ve found that in most cases, leaky valves could be returned to full service with some simple and inexpensive maintenance, while preventative maintenance can help avoid the problem in the first place. The only way we can change the ‘fit and forget’ culture is through customer education by us all.


Why not engineer out any chance of toilet leakage, I hear you ask? All current toilet configurations, whether using dual-flush valves or syphons, require occasional maintenance. R&D is manufacturers’ lifeblood, and products are constantly evolving to improve performance but, ultimately, they are mechanical objects. All mechanisms require maintenance. The BMA will be sharing information to help consumers spot a leak, repair it and prevent it. Together, everyone in the industry can help to spread the message to the consumer that, with a little maintenance, they can keep their loo as good as new.


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THE LATEST report from AMA Research said the bathroom products market remained resilient during the pandemic thanks to the industry’s ‘team spirit’ and the “diversity of its distribution channels”. This diversity, it added, enabled bathroom manufacturers to “maximise both domestic and commercial opportunities and focus on the more beneficial route as demand requires”. The report (Bathroom Market Report – UK 2020-2024) also said that the future of manufacturing companies will be driven not just by their products, but how they are perceived by the public in their response to Covid-19. This, said AMA Research, was built on core products well suited to the supply-and-build and healthcare sectors, meaning they were able to secure contracts directly with key developers, helping the NHS cope with the increasing pressure from the volume of Covid- 19 patients by providing ventilation equipment and PPE.


The industry also provided plumbing and drainage products for urgent repair and maintenance work, including at RAF and Royal Navy facilities. Some companies, said AMA Research, even donated their own PPE stock


where they had surpluses, as well as supporting the community through local charity donations. AMA Research said that with the requirements for social distancing and safety in the workplace for both the bathroom and construction industries, it was unlikely there would be a return to ‘normality’ until late 2021, if there is one at all.


Report editor Michelle Turner praised “the sense of camaraderie and team spirit that has resonated throughout the bathroom industry”. She added that “as a result of Covid-19, allies and competitors have been working together to protect their businesses and their industry, showing the resilience and importance of products within the UK bathroom market”. She concluded: “Companies can feel proud that they are truly adaptable in the face of adversity. This is what will help protect the market and its companies going forward.” The report anticipated that the value of the UK bathroom market would recover, albeit at a slow to moderate pace in the short term and that market value would be influenced by further expected currency fluctuations as a result of Brexit proceedings. It expected stronger market performance towards the end of 2024.


Blackburn steps down as Coram MD, Huntly steps up


CORAM UK, the company behind Impey Wetrooms, Coram Showers and Geesa accessories, has announced the resignation of long-standing managing director, John Blackburn (pictured top right).


A statement from Coram UK said Blackburn – who joined the business as managing director in 2014 – will leave the company this month to seek a fresh challenge in the sector. During his time as MD, the firm said he successfully led Coram UK, and its brands, through a period of growth and adjustment.


He will be succeeded by Steve Huntly (below right), who has been with the business in the role of group sales director, since April 2017. Speaking about his resignation, Blackburn said: “I have enjoyed my time at Coram UK immensely and would like to thank my colleagues for their support and hard work over recent years. My decision to step back is motivated by my desire for a new challenge and to build upon the lessons learnt in growing both UK brands across multiple markets.”


· November 2020


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