Electrolux: Luke Harding ERT INTERVIEW


November 2021 ertonline.co.uk


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Q: How does product design play a part in achieving these targets? LH. Through the user interface on our products, we can start to educate consumers surreptitiously. For example, the QuickSelect function on our dishwashers demonstrates very clearly the sliding scale between a quick wash or an ‘eco’ wash. Clearly the cleaning process can be sped up by either soaking the dishes in the sink, or adding more detergent or more heat in the dishwasher; but that is effectively adding energy as it works harder to scrub stains at high heat. Alternatively, although it can take more time, the ‘eco’ setting can be gentler and still produce the same results. So we are constantly nudging consumers and


giving them options to consider a longer, but more eco-friendly wash option. In laundry, SoftWater Technology in the AEG


9000 series cleans and softens water before it goes into the drum, so the detergents work optimally at low temperatures and consumers can comfortably wash clothing at 20 or 30 degrees, instead of 60. Dropping the temperature on a washing machine saves around 60 per cent on energy bills, but it also makes their detergents work better and their clothes last longer. Also, AutoDos technology ensures consumers


have just the right amount of detergent in their wash cycle, and again this helps clothes so they don’t fade. And in our hob range, our intelligent induction


hobs have SenseBoil that automatically knows if the water in the pan is boiling over and it lowers the temperature to a simmer. This means the pan isn’t kept boiling and using more energy that it needs to. I think sometimes consumers see sustainability


as a bit of a sacrifice, but these are classic examples of today’s technology really helping make it easy; it’s a win for the planet and a win for the consumer!


Q: How important is it to make changes now to be more sustainable, both at home and in business? LH: I think we all have a responsibility to make a difference. I find it fascinating that when I was growing up my parents would be turning light switches off around the house because they wanted to save money on household bills. Now I’ve got young kids and they’ll call me out if I leave things on unnecessarily around the house, or if I drive to the shop to get a pint of milk rather than walk. I believe it is the next generation that is going


to hold us to account on what we do now; they are already really curious about change, which is great. It is becoming so clearly apparent that actually we do need to make some serious changes, and if not now, then when?


Q: What do you do in your own home to live a more eco-friendly lifestyle? LH: I have cut down on meat and experimented with veganism; I’ve done ‘Veganuary’ in recent years as I used to eat a lot of meat, being a bit naive to the impact on the planet. At home we always wash on 30 degrees


wherever possible, and sometimes we use steam refresh instead of always washing clothes – they don’t always need a ‘proper’ wash after every wear. I’ve also made a commitment to not buy any


new clothes for 12 months. I made a promise to my daughter (who buys pre-loved clothes already); I was telling her about our Pre-Loved with Care campaign and I felt I had to do my part and put my money where my mouth is! But these types of recycled goods stores are popping up more and more in towns and cities across the UK. Even brands like Selfridges have launched a pre- loved section now – it’s called re-Selfridges – so it’s definitely catching on.


AEG's 9000 Series washing machine


Q: What is your sustainability vision for Electrolux in the years ahead? LH: Our overarching ambition is to achieve climate neutrality in operations by 2030, and the full value chain by 2050. Not only do we want to enable consumers to live a more sustainable life, but we strive to be a better company and the highest amount of responsibility we place on ourselves to run our business in better ways in all aspects. Electrolux is not just a company but it is part of the


society in all the countries in which we operate, and we need to inspire and empower our consumers to live better and more sustainably.


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