ANALYSIS: ECO APPLIANCES Home Appliances
Efficient minds
Many consumers now cite sustainability as a key attribute they look for in the appliances they buy. Research indicates over half of consumers consider themselves climate conscious and believe they can have a positive impact on the environment. Appliance technology is constantly evolving and retailers can help educate and develop consumers’ eco-consciousness. Jack Cheeseman reports.
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ustainability is now at the forefront of consumers’ minds. As awareness of climate change and the impact of our carbon footprint rises, spending behaviour will continue to depend
on energy efficiency and manufacturers’ use of sustainable materials in production; these are increasingly significant factors influencing purchasing behaviour, but it seems that people still need a bit of guidance to be better informed. Research by Electrolux found that almost 30 per cent of consumers don’t quite understand how they can make more sustainable choices or gain a better understanding about the products that allow them to be ‘greener’. This is where consumer education plays a big role through manufacturers and their retail partners.
Like most brands, this is a key focus area for Electrolux in the coming years, and its products across AEG and Zanussi are reflecting that. For example, the SoftWater technology in its AEG 9000 washing machines cleans and softens the water before it gets into the drum, so that detergents work optimally even at low temperatures. And the ProSense tumble dryers automatically detect the weight of the laundry load and adjust the cycle time required for the same weight; this ensures energy efficiency and reduces damage to clothes. Meanwhile, when it comes to product materials, AEG’s AX5 and AX7 Air Purifiers are made using recycled plastic from PET bottles, and this year it launched its new AEG 8000
Cordless Stick Vacuum – made from 65 per cent recycled plastic and recyclable anodised aluminium. And AEG isn’t the only brand doing this. Beko uses up to 60 PET bottles in the production of its RecycledTub washing machines and washer dryers – “helping to reduce the burden on our natural resources,” claims Vijay Bhardwaj, Beko Plc Marketing Director UK and Ireland. In addition, Grundig’s FiberCatcher washing machine is the one of the first ever with an integrated synthetic microfibre filter, designed to catch up to 90 per cent of synthetic microfibres during synthetic wash cycles to stop them entering the water system. Each filter should last for up to six months, with customers being able to return them free of charge to be recycled.
New from Miele is its 8kg Eco Speed Green Performance Tumble Dryer, with the PerfectDry function which detects the mineral content of the water and will adjust the programme duration accordingly; this means that clothes are never damaged through over drying and the machine isn’t on for any longer than it needs to be. Elsewhere in the laundry market, Samsung recently launched its new Series 5, 5+, 6+ and 8 Washing Machines,
featuring Ecobubble
Technology, which mixes air, water and detergent to create bubbles that wash clothes at cooler temperatures – helping users to bring down their energy bills.
Dan Harvie, VP, Head of Home Appliances at Samsung Electronics UK and Ireland, says that saving on energy bills has never been more relevant right now… “We are continually looking for ways to help our customers save and we truly believe that sustainability starts from the home – small choices made every day can have big impacts on the planet. “We are designing sustainable solutions based on durability backed by our 20-year warranty for the digital inverter technologies in our washing machines, tumble dryers and refrigerators,” adds Mr Harvie.
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