Feature: MDA – ECO Home Laundry
During a Public Survey in 2024, Only 54% Understood
That ECO Cycles Save Money Fortunately, for mutual benefit of all stakeholders in the domestic appliance industry, including manufacturers, suppliers, retailers and consumers alike, AMDEA (Association of Manufacturers of Domestic Appliances) has been at the forefront of addressing the numerous changes in policy, legislation and technical standards.
E
ven more so as being led since 2019 by AMDEA’s Chair, Teresa Arbuckle,
MD of Beko Europe, who appointed the knowledgeable, Paul Hide as AMDEA’s CEO. To support radical changes of efficiency and industry benefit, a new support team of experts were then appointed. So, what has this got to do with ECO MDA Home Laundry you may ask. Basically, lots as to succeed we need to know
our strengths and weaknesses to positively plan ahead with professional and accurate information so we can utilise in passing benefits to consumers.
The ECO Button Against a background of water companies announcing likely price hikes in 2025 and the increasing consumer awareness of the need to save water, in July 2024 AMDEA launched a campaign under the Know Watt’s What banner to promote the water savings to be made through using ECO settings (on wet appliances and electric showers to householders). This campaign ran from July 29 into October. The campaign was called ‘More than a drop in the ocean.’ New pages were created for the consumer-facing part of AMDEA’s website Know Watt’s What – to illustrate the ways to save water through ECO settings and other measures.
A social media campaign was implemented,
supported by a PR campaign. • 30% people did not consider water conservation when using their washing machines. • 25% of people did not consider water conservation when using their dishwashers.
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• 54% understood that eco-cycles use less water. The results of the campaign were incredibly positive: • Social media garnered over 21. 5 million impressions. • Press coverage reached 28.5 million readers. Sustainability Overall visits to the website reached more than 300,000. A key goal for the appliance industry is to not only produce the most energy and water efficient products to support the net zero home, but to also contribute to the circular economy and minimise environmental impact during production processes. These sustainability objectives are becoming increasingly important to consumers in
PEOPLE MAKE THE DIFFERENCE
consideration of purchase too. In 2024 AMDEA prioritised not only alerting consumers to the energy and water savings to be made through modern appliance technology, but also to promote the work that the industry is doing towards reducing its wider environmental footprint.
Tumble Dryer ECO Design and Energy Labelling As another example, take tumble dryer eco- design and energy labelling. With the EU having adopted new product-specific Regulations in 2023, the UK Government has yet to amend the UK legislation that still refers to the earlier 2012 EU Regulations that were in effect pre-Brexit. In 2024 AMDEA continued in its long-running
Spring 2025
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