Feature:AMDEA Survey Update
‘Register My Appliance’ Week Hit the Headlines
This year the Association of Manufacturers of Domestic Appliances’ (AMDEA) annual Register My Appliance week reached millions of people during the week of January 20 – 26, achieving headlines across national, regional and trade press.
R
egister My Appliance week encourages consumers at the end
of the January sales period to register their new and older appliances for safety updates and recalls with the manufacturers. Whilst thankfully appliance product recalls are very rare, registering appliances provides peace of mind for many householders when they are investing in a new or older machine. Product registration means that manufacturers are able to contact customers in the event of a safety update quickly should they need to. Unfortunately, Amdea estimate that almost a third of households do not register their appliances when they purchase new or refurbished.
Retailers can help to encourage customers
to register their new appliance when a sale is made, often registration information is included in the appliance packaging, or customers can visit Home - Register My Appliance, the portal which takes customers straight through to the appliance brand’s own registration websites. The Register My Appliance website also contains tips on appliance care and repair which customers might fi nd useful. AMDEA launched the 2025 Register My Appliance campaign on Monday 20 January with a press release about a survey that they conducted into which appliances the diff erent generations think are a necessity rather than a luxury.
The generations are defi ned as follows: The Silent Generation are those born 1928 to 1945;
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Baby Boomers 1946-1964; Generation (Gen) X 1965-1980; Millennials 1981-1996; Generation (Gen) Z after 1996. The Amdea survey conducted by OnePoll
found that Gen Z are more likely to consider coff ee machines, hair tongs and air fryers a necessity than older consumers. For coff ee- mad Gen Z, less than half (41 per cent) felt their machine was a luxury item, compared to 64 per cent of both Boomers and Gen X. Washing machines united the generations
by reigning supreme as one of the three appliances all would fi nd most challenging to live without. A total of 62% named the washing machine most vital. Fridges were only slightly behind with 59% saying they were vital to everyday living, with the oven following at 32%. Householders from every generation
acknowledged the vital role an army of home appliances play in their daily life from the moment they get up, with 70% of Baby Boomers reaching for their faithful kettle, fi rst thing, for a morning brew. It is worth noting that all generations seem
to be switched on to the benefi ts of energy effi ciency in appliances. 80% of all adults said energy effi ciency was an important factor when buying a new appliance, with 65% checking its green credentials before parting with their cash. AMDEA’s press release was picked up across
the UK’s regional press and also in the national press: The Sun, the Daily Express and made page 3 of the Daily Telegraph and Daily Mail. The combined circulation of these newspapers is approximately 285million.
PEOPLE MAKE THE DIFFERENCE Spring 2025 The articles featured a quote from AMDEA
CEO Paul Hide: “We are clearly a nation of appliance lovers, who appreciate the transformative eff ect they’ve had on our lives and who are excited by the future of smart tech, especially the younger generations. However, people are missing out on an important safety benefi t - an estimated 40 million large appliances are unregistered, which means they are untraceable if a safety repair is needed. It’s simple, quick and free to register @
regmyappliance.org.uk and buys householders an invaluable slice of peace of mind.” The campaign was also promoted through social media reels on Instagram, Facebook, X and Tiktok, receiving 11million impressions, and the campaign was shared by fi re services across the nation as well as by Government departments and housing associations. All in all, the 2025 Register My Appliance
Week resulted in 80,000 new visitors to the Register My Appliance portal which takes people through to appliance brands’ registration pages.
• To fi nd out how you can participate in the 2026 Register My Appliance Week please contact
Rebecca.Hildreth@AMDEA.org.uk.
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